Marella Cruises faces a pivotal moment as TUI Group realigns its cruise strategy, diverting newbuild slots from the UK brand to its German joint venture. Despite this setback, Marella remains a leading choice for British holidaymakers, bolstered by robust performance figures, innovative all-inclusive offerings, and exciting itinerary expansions.
Strategic Realignment and Newbuild Cancellation
In September 2025, TUI Group confirmed that the two cruise ship slots originally earmarked for Marella Cruises were reassigned to TUI Cruises (Mein Schiff brand). This decision reflects an “asset-right approach” aimed at strengthening TUI’s growth platform in Europe and the UK. The new InTUItion-class vessels, at approximately 160,000 gross tons each, will be delivered in 2031 and 2032 with dual-fuel engines and state-of-the-art environmental standards.
Sebastian Ebel, TUI CEO, had earlier highlighted concerns over Marella’s ageing, second-hand fleet, now averaging nearly 28 years old. The cancelled order marked what would have been Marella’s first-ever purpose-built ships. TUI stated that Marella’s down-payment to Fincantieri will be reimbursed, and the UK brand will continue operations with its existing five-ship fleet.
Fleet Composition and Performance
Marella Cruises operates five vessels:
- Marella Discovery
- Marella Discovery 2
- Marella Explorer
- Marella Explorer 2
- Marella Voyager
The brand’s all-inclusive proposition, covering flights, transfers, food, drink, entertainment, tips, and service charges, drives strong UK demand. In 2024, Marella achieved a 98% average occupancy, contributing to TUI Group’s record cruise revenues of €840.1 million. Average daily rates for Marella rose by 7% year-on-year, reflecting premium pricing acceptance among British cruisers.
Innovative Digital Tools: All-Inclusive Cruise Calculator
To empower cost-conscious travellers, Marella launched an interactive Cruise Calculator, revealing that 62% of Brits were unaware that flights and transfers are included in an all-inclusive package. The tool clarifies total holiday costs and supports 46% of respondents who would consider a cruise if they could easily compare prices. Over 60% of the nation plans an overseas summer holiday, yet 20% cite living-cost pressures as a booking barrier.
Itinerary Expansions and New Destinations
Summer 2027 Programme
All summer 2027 sailings went on sale from 16 October 2025, with Marella Discovery 2 visiting two new ports: Sarandë, Albania, and Syracuse, Italy. Marella Explorer 2 returns to Menorca and Castellon, Spain, while other ships homeport in Palma, Majorca, Corfu, and Mahon. These additions cater to growing British interest in Mediterranean explorations and cultural immersion.
Caribbean and Transatlantic Voyages
Winter 2025–26 programmes feature Caribbean itineraries from La Romana, Dominican Republic, and Barbados. Notable routes include the “Tropical Isles” (San Juan, St Thomas, St Croix, Ponce, Catalina Island) and “Exotic Islands” (Barbados, St Lucia, Aruba, Curacao, Grenada), appealing to families and couples alike.
Canary Islands and Northern Europe
Marella maintains strong winter capacity in the Canaries, with Discovery 2 and Explorer sailing from Gran Canaria and Tenerife to Madeira and Agadir. Summer 2024 saw nearly 60% of capacity deployed in the Mediterranean, underscoring the region’s centrality to UK demand. Northern European cruises from Southampton and Dover continue gaining traction.
Market Trends and Passenger Demographics
CLIA data reveal UK and Ireland cruisers are getting younger, with average age falling from 55.1 to 54.3 years in 2024. British holidaymakers took 2.4 million cruises last year, surpassing 2023’s record. Asia & China destinations saw 96% passenger growth, while the Mediterranean accounted for 35% of UK sailings, Northern Europe 26.5%, and the Caribbean 13%.
Emerging trends include:
- Longer haul voyages to bucket-list destinations
- Warm expedition cruises to remote locales
- Shorter no-fly trips from domestic ports
- Growing river cruise interest
- Year-round sailing demand
- Destination-immersive excursions
Expert Insights and Industry Outlook
Chris Hackney, Marella Cruises MD, credits the brand’s end-to-end TUI service—regional UK flights, all-inclusive value, and entertainment—for driving occupancy and passenger growth. Meanwhile, Andy Harmer of CLIA UK & Ireland notes the cruise sector’s resilience amid economic pressures, highlighting its value proposition and unique experiences.
Despite the cancelled newbuilds, Marella’s strong network synergy with TUI Airlines and tour operations ensures continued market leadership. The brand’s focus on fleet refurbishment, digital innovation, and new destinations positions it well for evolving British holiday preferences.
Frequently Asked Questions
1. Why were Marella’s new ship orders cancelled?
TUI realigned its cruise strategy to leverage joint venture growth with Royal Caribbean (TUI Cruises), reallocating Marella’s slots to larger vessels at Fincantieri.
2. Which destinations will Marella Discovery 2 visit in summer 2027?
It will call at Sarandë, Albania, and Syracuse, Italy, alongside standard Mediterranean ports from Palma, Majorca.
3. How does Marella’s all-inclusive calculator benefit travellers?
The online tool breaks down total holiday costs, revealing inclusions like flights and transfers, helping 46% of Brits compare holiday value.
4. What demographic shifts are affecting UK cruising?
The average age of UK cruisers dropped to 54.3 years in 2024, with demand for longer, immersive voyages rising.
5. How is Marella adapting its fleet amid the newbuild cancellation?
Marella continues refurbishing its existing five ships, focusing on premium all-inclusive experiences and deploying them across high-demand regions.
For official and reliable information, visit the UK Government Official Site and BBC News.