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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Secret beaches around Australia that only insiders know about

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

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In a country where hospitality often chases scale over soul, Olive Living is rewriting the playbook. With a tech-first approach, deep emphasis on community living and an aggressive growth plan, Olive is redefining what it means to live, work and travel smart.

Scale by the Numbers: Properties, Keys & Cities

Olive Living currently operates 55 properties with 2,688 keys, spread across India’s top urban hubs. The next leg of expansion is already underway scaling to 65 locations and 3,000 keys across five major cities.

But this is just the beginning.

By 2030, the brand aims to operate 100,000 keys, with an intelligent portfolio mix 30% owned and operated and 70% franchised or partner-driven. It’s not just ambition. It’s structured, scalable ambition.

From Hotels to Hybrid Lifestyle Ecosystems

Olive Living isn’t simply running hotels—it’s crafting ecosystems. The brand caters to a growing segment of modern Indians and global citizens who seek more than a room; they want modular homes, shared experiences, and a sense of belonging.

Whether you’re a student, digital nomad, startup founder or relocating executive, Olive positions itself as the urban habitat of choice offering everything from short stays to long-term leases, all designed for seamless transitions between work, life and travel.

AI-First: The Fully Remote-Operated “Open Hotel”

What makes Olive truly future-forward is its AI-powered, contactless operating system. From check-ins to guest support, maintenance logs to security protocols, Olive’s “Open Hotel” model ensures efficiency without compromise reducing operational costs while enhancing guest autonomy.

Every property is fully IoT-enabled, run by minimal staff on the ground and optimized in real-time by backend AI systems. The result? Hyper-efficient, scalable hospitality with consistency across locations and zero dilution of experience.

Luxury Belongs to the Community

At Olive, luxury isn’t defined by chandeliers or five-star labels. It’s about shared kitchens with gourmet appliances, community lounges that spark conversations, cinema corners, co-working zones, and tech-enabled wellness spaces. Here, human connection is a feature, not a side effect.

The brand champions collective luxury spaces that feel both personal and social. It’s a calibrated response to a post-pandemic world craving connection, without compromise on privacy.

Asset-Light. Ambition-Heavy.

The growth model is lean, fast, and capital-efficient. Olive’s asset-light strategy allows it to partner with real estate developers, hotel owners and landowners to rapidly scale without massive CAPEX.

Its revenue stack is multi-layered room rentals, co-living memberships, F&B activations, branded events and more. The goal: monetize the square foot beyond the nightly rate.

Digital Nomads as VIPs

India’s emerging remote work class isn’t being ignored. Olive Living is among the first hospitality brands to treat digital nomads and hybrid professionals as high-value guests, offering flexible leases, enterprise tie-ups, and fully-furnished plug-and-play living.

The message is clear: You don’t have to compromise lifestyle for mobility.

Looking Ahead: Cities, Keys & Scale

The roadmap is laser-focused:

• Deepening presence in India’s Tier 1 and Tier 2 cities

• Exploring international urban nodes where Indian professionals migrate

• Scaling from 3,000 to 100,000 keys with ecosystem partners

• Leveraging AI to enhance personalization and profitability per square foot

This is no longer about hospitality. It’s about building the infrastructure for modern urban living.

Olive Living isn’t just expanding—it’s reimagining hospitality economics and ethos. With AI efficiency, modular living, and community at its core, it’s carving a future where hospitality blends seamlessly with life.

If Olive maintains this momentum—increasing cities, properties, and keys while maintaining soul it’s not just an Indian co-living brand. It’s poised to become a global lifestyle hospitality icon built for the era, by the era.

Explore more at: www.oliveliving.com

Disclosure: The author has no direct affiliation with Olive Living, nor does this article include any sponsored content or promotional material. The opinions expressed in this article are based on publicly available information and are intended to provide an objective overview of Olive Living and its services.