By
Rebecca Barnes |
Along with high-tech hardware and exciting itineraries, savvy cruises lines are employing fresh strategies to connect with new audiences. Luxury small-ship operator Windstar Cruises, for example, has created a new podcast series, ‘Winds of Change’, to give behind-the-scenes access into the world of Windstar. The brand has also formed a sponsorship deal with entertainment firm AEG, becoming the official cruise line of AEG’s venue The O2 in London, UK, and Crypto.com Arena in Los Angeles, California. It expects this partnership will draw in curious newcomers.
Investing in long-term partnerships and continually increasing brand visibility are high on Windstar president Christopher Prelog’s agenda. In addition to nurturing the brand’s 10-year partnership with the James Beard Foundation, Prelog recently travelled to Tahiti (his favourite destination) to meet with partners and enjoy a tasting in Star Breeze’s new restaurant, Basil + Bamboo.
Upgrading its existing fleet with new dining venues and other enhancements is another key priority for Prelog. Windstar is in the process of carrying out a full-scale makeover project, with all three of its Wind-class ships being redesigned and updated as part of a multi-year initiative. The brand has completed phase one of the project, which involved making major renovations to most of the yachts’ public areas. Notable work included adding a new pool and whirlpool, expanding bar areas and redesigning and upgrading the spa and gym with high-tech equipment.
“Feedback from guests has been overwhelmingly positive, with many of them commenting how beautiful the ships look,” says Prelog. “They have said that there is a great overall vibe, especially in public spaces like the Lounge, which feels welcoming and cosy.
“Guests also like the updated decor across the reception, staircase and lobby, the expanded shop with its wide selection of merchandise, the library with its excellent book collection, the spacious and well-equipped gym and the beautifully refreshed spa. New TVs with Wayfinder have enhanced the experience, and guests have said that they have made it much easier to access information about daily activities, on-demand movies and the ship in general.”
The all-suite yacht Star Seeker will be the first newbuild in the Star class and will be constructed by West Sea Shipyard
There’s also newness on the horizon in the form of Star Seeker, the cruise line’s first newbuild Star-class yacht, which is set to launch with a transatlantic maiden cruise and a Caribbean christening cruise departing Miami, Florida, in January 2026. The new addition will be followed a year later by Star Explorer.
Star Seeker will feature Windstar’s new complimentary speciality restaurant, Basil + Bamboo, which will serve a blend of Mediterranean and Asian cuisine. The restaurant will also replace Cuadro 44 on the three existing Star-class ships to enhance the onboard dining experience for guests.
Another focus for Windstar is designing itineraries that meet passenger demand. Asia is particularly popular with many guests, says Prelog. “We decided to return to Southeast Asia after significant consumer research which led us to focus on two itineraries: Thailand with an overnight in Singapore, and Vietnam with a stop in Cambodia for Angkor Wat,” he says. “Each itinerary is super-focused on the destination, with plenty of overnights and small-ship exclusive river transits to dock in city centres. These sailings are selling exceptionally well – in fact, a few have already sold out and we are still 18 months away.”
Other itinerary highlights include Greece, Alaska and Japan, along with short cruises in the UK and Italy. Windstar is also doubling the size of its fleet in Tahiti.
Guests are open to new destinations and concepts too, as shown by the popularity of the sold-out inaugural President’s Mystery Cruise, which took place on Star Legend in the Mediterranean in April 2025. “The cruise was a fantastic way to show how Windstar’s fun, yacht-style holidays differ from those offered by the more traditional, high-end cruise lines,” says Prelog. “Next year’s Mystery Cruise will be in the Caribbean in March onboard Star Seeker and it’s already nearly sold out, which shows just how much its resonated with our guests.”
Discover more insights like this in the Autumn/Winter 2025 issue of Cruise & Ferry Review. Don’t miss out – subscribe for FREE and get the next issue delivered straight to your inbox.