Several hotel companies have taken to the high seas. The Ritz-Carlton Yacht Collection is composed of three yachts, allowing its well-heeled guests the opportunity to sail in luxury while earning Bonvoy points. Four Seasons annpunced a yacht venture three years ago and is aiming to be sailing Four Seasons I by early 2026. Ultra-luxury Aman will soon set sail with its first 47-suite luxury motor yacht, Amangati, taking to the seas in 2027.
Lodging companies are getting their sea legs. Hilton now wants in on the action, but it’s not doing it so with its own label. Instead, they are dipping their toes in the water via partnership. Hilton and Explora Journeys, a cruise line that was founded in 2021 as the luxury cruise division of MSC Group, have announced a collaboration that will allow Hilton Honors members the ability to accrue and use points toward ocean-travel experiences and other adventure-driven pursuits starting in summer 2026. Hilton is calling the extension to its loyalty program Hilton Honors Adventures.
For Hilton, it is a different tack than some of its competitors, who are building and branding their own ships, but follows a trend of exploring adjacent lodging spaces to keep loyalty members engaged with optionality.
Explora Journeys currently has two ships sailing and promises a fleet of six ships by 2028.
In a press release, Hilton said that Honors members will be able to “dream, book, earn and redeem their points” aboard Explora Journeys voyages in the Mediterranean, Northern Europe and the Caribbean starting in summer 2026. Now through June 7, 2026, Hilton Honors members can participate in a limited-time preview offer created to reflect the spirit of the partnership. This includes:
100,000 Hilton Honors Bonus Points rewarded per suite.
Up to $/€400[1] Journey Experience Credits (JEC) on 16 curated Hilton x Explora Journeys itineraries, and $/€200 credit on all other Explora Journeys voyages. These credits can be redeemed for onboard experiences, including fine dining, wine tastings, Destination Experiences, spa treatments, curated shopping, and suite upgrades.
An exclusive in-suite welcome gift.
“This partnership unites two brands committed to thoughtful travel, meaningful connection and deep discovery,” said Anna Nash, president of Explora Journeys. “At Explora Journeys, we believe in giving our guests the time and space to slow down, choose intentionally, and feel truly in tune with their surroundings; this is what we call ‘The Ocean State of Mind’. Together, we’re offering Hilton Honors members a stay at sea that blends the freedom of the ocean with the warmth of genuine hospitality. Our goal is simple: to create moments that are effortless, personal, and crafted with care, always guided by our commitment to the wellbeing of our guests.”
“Explora Journeys defines the pinnacle of luxury ocean travel and unparalleled experiences,” said Chris Silcock, president, global brands and commercial services at Hilton. “This exciting new partnership creates the perfect moment to launch Hilton Honors Adventures, introducing new ways for our members to experience iconic destinations and hidden gems around the world.”
Beyond the sea, Hilton Honors Adventures will also include Hilton’s partnership with outdoor hospitality provider AutoCamp.
Cruising continues to draw heady demand from consumers. AAA projects 21.7 million Americans will go on ocean cruises in 2026, with some 20.7 million taking a cruises in 2025, a number higher han AAA originally projected for the year. AAA is forecasting that the year-over-year increase will be an 8.4% jump from 2024 to 2025 and a 4.5% bounce from 2025 to 2026.
Hotel companies are seeking out opportunities to keep their loyalty members engaged with the brand and are finding new avenues and extensions to do so. The adjacent cruise industry makes a good complement to that with Hilton partnering with a luxury line to keep up with Marriott and its Ritz-Carlton brand.
Hilton says it currently has around 235 million Hilton Honors members.
