What’s the latest way for high-end hotel brands to expand their reach? Apparently, it’s launching a fleet of luxury yachts to rival the upscale cruise lines for intimate experiences, fine dining, elegant accommodations and personalized service.

Ritz-Carlton plans to debut its first yacht this fall, and on Wednesday, Sept. 28, Four Seasons announced its newest project, Four Seasons Yachts, which is expected to deliver its first vessel by the end of 2025.

“Four Seasons Yachts represents the next chapter of our long history of industry-leading innovation, and a milestone moment for our company as we continue to capitalize on new opportunities to extend the world of Four Seasons,” said Christian Clerc, president of Four Seasons Hotels and Resorts, in a company statement.

This isn’t the first time the brand has expanded beyond hotels. It already offers the Four Seasons Private Jet Experience, as well as a yacht that offers three- to seven-night cruises from and between the brand’s two properties in the Maldives.

Partners on board

Four Seasons is collaborating with established cruise industry partners to give this new venture every chance for success.

The ships will be designed by Tillberg Design of Sweden (responsible for the ultra-lavish Regent Suite on Seven Seas Splendor) and Martin Brudnizki Design Studio.

They will be built by established Italian shipbuilders Fincantieri, operated by Marc-Henry Cruise Holdings (co-led by luxury entrepreneurs…