Business class at sea: Exclusive, luxury areas on big ships take off

For a long time, the only way for cruise passengers to differentiate themselves from the riff-raff was to upgrade their cabin or suite, have dinner in a specialty restaurant, or book themselves onto a more luxurious cruise ship.

Then budget cruise lines had a lightbulb moment. If hotels can have executive lounges, sports stadiums have corporate boxes and airlines have business and first class lounges, why can’t cruise ships do something similar?

And so the oddly named ship-within-a-ship zone was introduced. MSC’s Yacht Club and Norwegian Cruise Line’s The Haven were the pioneers in the “noughties”.

Others are Celebrity Cruises’ The Retreat, Princess Cruises’ The Sanctuary, and Loft 19 on Carnival Cruise Line. Holland America and Royal Caribbean don’t have such zones, although passengers in certain suites have access to a dedicated lounge and additional services.

The ship-within-a-ship is an exclusive, cost-additional area that looks nicer, has more upscale furnishings and offers better amenities and service. It’s usually located on a high deck with open views.

Think boutique hotel wedged inside a large corporate hotel and you get the picture.

What you get in such retreats varies between cruise lines and even between ships of the same line, but you’ll probably enjoy a small swimming pool, hot tubs, sundeck with cabanas and a bar.

A restaurant will offer upmarket dining, which won’t require reservations. Celebrity Cruises’ Luminae, for example, has a menu created by French Michelin-star chef Daniel Boulud.

Meanwhile, a lounge might be outfitted with sofas and big-screen televisions and have a bar serving drinks and snacks.

Certain things will be complimentary, such as a concierge service, Wi-Fi, beverages, spa treatments, priority check-in and premium seating in theatres. Celebrity offers exclusive shore excursions, MSC 24-hour butler service, Carnival wellness programs such as meditation and yoga.

So what price a more exclusive hideaway only accessed by passengers with the right keycard? Expect to pay three times the price of the cheapest cabin – perhaps up to five times more.

Clearly the ship-within-a-ship concept is working because it has been rolled out across budget and premium-category ships. For many it offers a more tranquil space, intimate atmosphere and personalised service than on the rest of the ship.

But not everyone is happy with the concept. Some regular passengers think it makes them feel like second-class guests. Maybe, but isn’t there always someone in a better cabin than you, unless you’re in the owner’s suite?

Others say that, for a similar cost, they could upgrade themselves to a more premium or luxury ship. That may be true if you’re travelling solo or as a couple.

However, the higher the luxury ship category, the fewer the child-friendly spaces and activities and range of adult entertainment options on board.

The attraction of the ship-within-a-ship is that it provides more exclusivity while still allowing you to enjoy all the features of big-ship cruising. You can have your cake, and eat another one too.