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Travel Weekly

Ritz-Carlton harnessed the power of celebrity and social media for its Luminara debut

Teri West I spent my free time last week playing what I like to call "Luminara, I spy." Here's how you play: View the latest Instagram story from a celebrity aboard the Ritz-Carlton's newest yacht, see what other celebrities they filmed at last night's party on the yacht, and then go to those celebrities' Instagram stories to see which other famous guests you can spot. By the end of the sailing, I couldn't believe the list I had compiled. Ricky Martin, Colman Domingo, Anitta, Martha Stewart, Naomi Campbell and Kendall Jenner were a few of the A-listers I watched live it up together on a European cruise. It was also a highly unusual gathering; cruise ships don't normally have celebrity sailings. Lines will invite celebs on here and there for promotional purposes, be it as godmother at a christening ceremony or to perform a concert. But typically, when we see celebrities partying on boats on social media they are on private yachts, not a debut sailing for a luxury cruise ship. But that's likely why the Ritz-Carlton Yacht Collection held the event for them: It knows the power of social media, and it wants to be viewed differently than other cruise lines, said Robert Kwortnik, a marketing professor at Cornell University who teaches a course on the cruise industry. In other words, it links the Luminara experience to the celebrity lifestyle, he said. Kwortnik posited the mindset of a consumer viewing these Instagram Stories at home: "'If it's something that they would do, I should think about this," he said. "'I should consider a cruise for my next vacation.'" He noted that the celebrities ran the gamut in both age and industry: Musicians and actors and models and influencers who may have overlapping fan bases, but all represent different glamorous versions of the celebrity life. "It's all about, what do those individuals mean, right?" Kwortnik said. "What do they represent, and how well does that align with the Ritz Carlton brand? ... if you aspire to be like Martha Stewart, then this is something that matches up with that identity that the brand is trying to create." The dream of celebrity meetings This type of marketing also goes beyond encouraging those at home to imagine who they would be on a yacht. Kwortnick suggested that Ritz-Carlton also wants you to dream about who you might meet there, which is an important part of the experience for a smaller ship. "Who am I going to have a drink with?" he said. "Who might I sit in the hot tub with? Who might I do an excursion with? And I think that's the whole yacht concept." The Ritz-Carlton called the star-studded event a "milestone sailing," in a statement accompanied by images of Janelle Monae, Nina Dobrev and other famous guests in colorful, floor length dresses. "The exclusive two-night voyage, embarking from the timeless city of Rome and culminating in Valletta, Malta, marked an unforgettable preview of a new era in luxury sea travel," the brand wrote. "Aboard Luminara, guests experienced The Ritz-Carlton's legendary service elevated by the freedom and intimacy of yachting, with impeccable accommodations, locally inspired culinary offerings, and world-class entertainment." Gathering celebrities for a cruise wasn't Ritz-Carlton's first time making an unusual move: It's the first of what is now several luxury hotel brands to expand into vacations at sea. It's unclear whether celebrity sailings will become a trend, but Kwortnik pointed out that social media remains a powerful force in shaping interest and conversations. "I can see this being something that will really take off," Kwortnik said.