While large cruise lines dominate the headlines and oceans, small niche companies offer unique experiences that are hard for the big competition to replicate. Sea Cloud Cruises, which operates a trio of full-rigged, three-masted sailing yachts, is “small but mighty,” says Chris Gray Faust, executive editor of Cruise Critic.

Recent changes that this German brand has made in the past two years were meant to appeal to a growing North American audience, and they have proven successful with triple digit growth. This was all part of a key redirection for the company, which for years has filled its sailings with more Europeans than any other market.

Key to this widened market share are recent leadership changes, more themed cruises and a focus on travel advisors.

New leadership to grow American business

Sea Cloud Cruises

At the helm of Sea Cloud is its first female CEO of North America and one of only a handful of women leaders to steer a global cruise line. This spring, Mirell Reyes moved from her role as president to CEO and brings her previous cruise line expertise to Sea Cloud.

Reyes joins Kevin Smith, who was also promoted to the company’s chief sales officer and will take on sales relationships with worldwide travel advisors.

Sea Cloud Cruises

Both joined the company in 2023, and during their two years at Sea Cloud, they have helped to grow North American business by 400%. The cruise line is based in Hamburg, Germany and draws a substantial amount from the European market (especially Germany).

These new efforts promote Sea Cloud within North America to help diversify the onboard passenger mix.

Another first for Sea Cloud is the appointment of Kathryn Whittaker to captain of Sea Cloud II, marking the line’s first female captain. She hails from Canada and was promoted from her role as chief officer.

All-in pricing and more attention to travel advisors

Sea Cloud Cruises

Among the changes are a big move to all-inclusive pricing. This includes an open bar, gratuities, port fees, watersport activities and shore excursions.

All-inclusive pricing draws in more people: “that kind of clarity is especially helpful when you’re trying something new, like a sailing yacht,” explains Gray Faust. “For a lot of people, this kind of cruise feels adventurous, but if the pricing is simple, it takes some of the stress out of booking.”

Sea Cloud Cruises

The line is now a preferred supplier of Virtuoso and Signature Travel Network. Together with a new Florida office (that takes the sting out of the time difference with Germany for American agents needing assistance), these moves have built greater awareness for Sea Cloud.

And it has paid off delivering more agent bookings.

Sea Cloud Cruises

Sea Cloud’s tall-mast ships attract travelers fascinated with sailing and boating, but is something that draws in experienced cruisers looking for something different than a traditional cruise, too.

Newly added Cultivated Journeys

Sea Cloud Cruises

Themed sailings are popular among travelers, especially Americans, says Gray Faust, and the new “Cultivated Journeys” initiative is one of the line’s newest features.

It includes sailings that follow various themes like wine and cheese, culinary, music, literary, fashion and art history. On these trips, guest lecturers, experts and performers are on the ship and interact with passengers throughout the trip. Daily special events can include guided shore excursions, wine tastings, educational talks and musical performances.

“The themed cruises that Sea Cloud offers stand out because the ships are so small, the experiences feel special, not mass-produced,” says Gray Faust. “Sea Cloud is not trying to compete with the mega lines, and that’s the point. It’s offering something completely different.”

Sea Cloud Cruises

Recent special guests have included veteran NBC News journalist Kerry Sanders, Miami’s Chèvre restaurant and cheese shop owner Mario Naar and its Chef Claudio Giordano, German sommelier Nils Lackner, Miami Book Fair International founder Mitchell Kaplan and recording artist Travis Moser.

Special Chef’s Table dinners occur on every cruise, some in partnership with culinary leaders like Michelin star chef Michael Collantes.

Sea Cloud Cruises

Part of this themed cruise portfolio has also included a first-ever President’s Cruise, hosted by Reyes and Smith. Sailing last month, it departed from Reyes’ home port of Monte Carlo and circumnavigated Corsica and Sardinia, two islands she particularly enjoys. It was a dedicated wine and cheese trip with daily activities like onshore tours to local wine and cheese venues, onboard tastings with cheese pairings, a special chef’s dinner and the option for guests to interact with all three throughout the trip.

Small ships can do big things

Sea Cloud Cruises

This is possible because of the small nature of its sailboats, the largest of which only holds 136 passengers. Unlike larger ships, Sea Cloud’s ships can sail into ports that are off limits to others. The newest and largest in the fleet, Sea Cloud Spirit will home port in Venice this summer, providing passengers stunning views of the Grand Lagoon as it sails to a special dock near St. Mark’s Square. It is also a dramatic scene for those on land watching these old-fashioned sailboats glide past.

This is an example of the types of things that a small ship can do that larger vessels cannot, adds Gray Faust.

Sea Cloud Cruises

A low passenger count also makes it easier for chefs to do certain things like visit a cheese shop in town and buy enough to serve the whole ship. They might also fish directly from the ship and grill their catches moments later at lunchtime barbecues on deck.

“Sea Cloud may be small, but it knows exactly what it’s doing,” adds Gray Faust, who has covered cruising and travel for nearly two decades. “These ships are the real deal — actual sailing yachts where the crew still climbs the rigging and unfurls the sails by hand. That alone sets it apart.”