Cruise executive says Caribbean needs more luxury shore experiences

A top Regent Seven Seas and Oceania executive told a cruise conference in San Juan that the Caribbean could attract more luxury ships by building higher-end shore excursions, private experiences and better service. The comments point to a market opening for local entrepreneurs as luxury cruising expands worldwide.

Why it matters: - The Caribbean could win more luxury cruise calls if destinations create more premium experiences ashore. - Local artisans, restaurants, tour operators and guides could capture higher-value tourism spending. - Stronger shore products can influence where cruise lines deploy future luxury ships.

What happened: - Jason Montague, chief luxury officer of Regent Seven Seas Cruises and Oceania Cruises, spoke at the 32nd annual Florida-Caribbean Cruise Association Cruise Conference & Trade Show in San Juan. - Montague took part in a session called “The True Meaning of Luxury: Elevating the Caribbean Experience.” - The conference was held Oct. 12-16 in San Juan and drew close to 700 cruise executives, government officials, port operators, tour providers and other stakeholders.

The details: - Montague said the Caribbean has untapped potential to attract more luxury vessels by developing distinctive cultural, culinary and heritage-based experiences. - When asked whether the Caribbean currently offers enough luxury experiences, Montague answered: “No, absolutely not.” - Montague said more luxury shore experiences would lead to more smaller, high-end ships visiting the region. - Global luxury cruising is expanding fast. The luxury cruise fleet has grown from 28 ships in 2010 to 98 in 2025. - Industry figures presented during the session projected 1.7 million luxury cruise passengers by 2029. - Montague pointed to the Mediterranean as a model, citing exclusive access to cultural attractions, culinary experiences and local artisans as a draw for luxury operators. - He urged Caribbean destinations to build on local culture and cuisine with more personalized offerings beyond standard beach excursions. - The discussion was moderated by Bevan Springer, president of Marketplace Excellence. - Montague urged local artisans, restaurants and tour operators to offer private showings, intimate dining and customized excursions for small groups. - Flexibility matters for private tours, because luxury guests expect tailored experiences rather than rigid itineraries. - Montague said knowledgeable local tour guides are among the most important investments a destination can make. - Strong storytelling and personal service can turn a simple excursion into a memorable experience. - Larger cruise ships are also creating demand ashore through premium suites and exclusive onboard offerings for high-end travelers. - Montague said seamless transportation, efficient movement through congested port areas and attention to service details are critical. - Clear excursion descriptions and comfortable transportation help shape the overall visitor experience. - Montague encouraged destinations to work more closely with cruise lines to promote distinctive offerings. - Compelling descriptions can help market shore experiences and influence future cruise call decisions. - He also said memorable shore experiences can turn cruise passengers into repeat visitors and destination advocates. - Montague said faster access to guest feedback, including through artificial intelligence, could help cruise lines evaluate experiences and make better itinerary decisions. - He added that technology cannot replace the personal relationships that define luxury hospitality. - “Luxury is all about the people connection,” Montague said. “Technology cannot take that away from delivering true service.”

Between the lines: - The message is as much about destination development as cruise demand. - Caribbean tourism officials are being pushed to think beyond volume and focus on higher-spending travelers. - The opportunity appears to favor places that can package culture, comfort and customization into a sellable shore product.

What's next: - Caribbean destinations looking to attract luxury cruise lines may need to invest in guides, transport, private excursions and premium dining options. - Cruise lines and destinations are likely to keep refining shore offerings as luxury cruising grows and passenger expectations rise. - Stronger collaboration between ports, tour operators and cruise brands could determine which islands gain more luxury calls.

The bottom line: - The Caribbean has the ingredients for more luxury cruise growth, but Montague's point was blunt: destinations need to turn culture into polished, high-touch experiences to win it.