Chic cruises to book (yes, really!)
Evening Standard|February 07, 2023
Luxury cabins, fab food, must-visit destinations cruising has had a rebrand, says Alicia Miller. Time to book a boat trip?
Alicia Miller
Chic cruises to book (yes, really!)

WHETHER it's juice cleanses or unusually scented candles, Gwyneth Paltrow has a way of making things that we'd never normally consider seem desirable. When in autumn 2022 she took to the Med on her Goop at Sea cruise- nine days of wellness expert talks, detox smoothies and yoga sessions aboard a luxury Celebrity Cruises liner - many of us were left wondering if we had missed something. Er, when exactly did cruising go from naff to chic?

But it's not just Gwyneth. The cruising industry has been undergoing an under-the-radar rebrand for years. Plenty of factors are to thank for this sea change, including our style-driven Instagram age, rising eco-awareness and a new generation of experience-hungry travellers that prize feelgood, authentic moments over conveyor-belt sightseeing or bottomless margaritas. In response cruise lines have rethought their offerings to bring us - both figuratively and literally - on board.

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