Ritz-Carlton and Four Seasons are two of the world’s most renowned and expensive and hotel companies.

But forget staying in their hotel rooms – they’re among the top travel brands taking to the water.

And Waldorf Astoria – which is owned by Hilton – is the latest travel firm to strike out, launching a luxury Nile cruise in 2026.

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More akin to mega yachts and much smaller than regular cruise ships these vessels hold just a few hundred cashed-up guests. 

Ritz Carlton recently launched its third ship, Luminara, with an A-list filled party.

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Models Kendall Jenner and Naomi Campbell, TV host Martha Stewart, and actors Orlando Bloom and Kate Hudson were among those invited to the extravagant party.

Outside of hotels, on-the-ground tour company Trafalgar announced it is also expanding into river cruising with two new ships, the Trafalgar Verity and Trafalgar Reverie, for sailings on the Rhine and Danube rivers, starting in April 2026.

Ted Blamey Principal at specialist cruise consulting firm CHART Management Consultants says there are many reasons all these firms want in on the water-bound holidays.

“The first is basically that cruising is booming, so it’s a great opportunity for experienced travel and accommodation companies to capitalise on,” he tells 9Travel.

“Second, I guess, would be, that these organisations, they have very powerful existing guest basis.

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“They have a very significant number of past guests who are loyal to the brand, and love it, and why not offer them something new that will continue to get their loyalty and of course, earn revenues.

“I guess another reason is that these same people are open to new experiences.”

Meanwhile he said cruising is unique from a business point of view because guests are captive on the vessel much of the time.

And that means you can control their holiday – as well as retain much of the money they pay to be there.

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The new players are competing against other luxury cruise brands such as Crystal Crusies, Ponant, Explora Journeys, Azamara, Silversea, and Regent Seven Seas.

But this could be good for the whole industry Ted says.

“I think all of us in the industry have felt for years that competition is a good thing, it grows the market,” he says.

Even Orient Express, most famous for its lavish trains, is getting involved. It’s planning the world’s largest sailing ship, Orient Express Silenseas, for next year.

Smaller Swiss brand, Aman is also setting sail.

Meanwhile, images show the first vessel for Four Seasons won’t be anything like normal cruiser.

The yacht will have an extendable marina on both sides for water sports, swimming or simply posing for Instagram photos.

Captain Kate McCue has jumped ship from Celebrity Cruises to captain it.

But one thing all the vessels will have in common is that their high-net-worth guests can enjoy the finest things the world can offer.

That includes an almost one to one crew member to guest ratio, fine dining meals from top chefs and lavish suites with huge terraces.

Prices are not always widely advertised but run into the tens of thousands, making a trip something everyday Aussie cruises can only dream of.

Private islands and exclusive destinations you can visit on cruises

MONTPELIER, Vt. (WCAX) – A Vermont lawmaker has been selected to co-lead a national task force on artificial intelligence policy.

It’s part of a nationwide effort by Future Caucus to arm state lawmakers with knowledge and expertise on AI.

Bradford Democratic Rep. Monique Priestley co-chairs the task force with a Republican representative from Utah.

She says her focus is to learn more about how AI impacts consumer protection and data policy.

“Right now, AI is touching everything that we are interacting with. It’s used in software that determines if you can get a loan, if you can get an apartment, or whether or not you qualify for different education. Your health care is largely impacted by artificial intelligence,” Priestley said.

The task force will connect lawmakers with expert voices in the industry and create a first-of-its-kind bipartisan state AI policy memo to guide policymaking across the country.

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From April through June, the tourism and travel industries grappled with several political challenges at once: President Donald Trump’s “Liberation Day” tariff turbulence. Messy debates over the “One Big Beautiful Bill.” U.S. travel bans and declining tourism from abroad.

In response, many of the nation’s biggest airlines, hotels, travel service companies, and associated trade associations spent bigger-than-usual amounts to lobby Congress and the Trump administration, according to a Skift analysis of new federal lobbying disclosure documents filed Monday.

This government influence spending, which includes money spent on both in-house and for-hire lobbyists in Washington, D.C., is designed to defend industry and corporate interests and advocate for favorable policies and legislation.

Among the notable revelations:

Where Spending Rose

Trade Groups: The U.S. Travel Association reported a spike in its lobbying activity during the second quarter ($1.03 million) versus a year earlier ($900,00). 

It was also well beyond what it spent during the same period in 2021 during Joe Biden’s first year as president ($840,000) and in 2017 during the first year of Trump’s first term ($640,000).

“Lobbying expenditures during the first year of a new presidential administration or new Congress typically increase — along with legislative and regulatory action — compared to the previous year,” U.S. Travel Association spokesperson Spencer