cruise onboard – Cruise lines are spending heavily to upgrade onboard spas into full wellness destinations—complete with thermal suites, IV therapy, Botox and other “results-driven” services—so travelers can choose ships based on the experience beyond the itinerary.
For a growing slice of travelers, a cruise isn’t just about the ports. It’s about what happens when the ship stops rocking and the lights dim.
During a trip with Virgin Voyages. the traveler set aside 75 minutes for dedicated relaxation and arrived at Redemption Spa aboard Brilliant Lady in September. The massage therapist guided her into a treatment room passed sleek. soft-lit spaces with porthole windows looking out on open water. Between the rocking of the waves and warm salt stones on her back—unlike any ordinary massage she’d had back on land—she drifted off more than once.
Afterward, she had to leave to make a dinner reservation, but the experience pointed to where cruise spending is heading: from basic massage rooms into onboard wellness retreats with thermal amenities and a menu of services that can start to feel like a destination in its own right.
On Brilliant Lady’s thermal suite, guests can unwind with heated marble benches, hot and cold plunges, and a mudroom. Nathan Rosenberg. Virgin’s adults-only chief brand experience. marketing and momentum officer. described the ritual: “You literally slather mud on yourself. let the steam do its thing. then wash it all away.”.
Cruise spas have changed over the years
Cruise lines have increased their investment in spa offerings in recent years, according to travel industry observers and cruise executives. What used to be more modest spaces offering massages and a select set of services has expanded into comprehensive wellness centers.
Adam Duckworth. president and founder of Travelmation. traced the modern shift to the launch of Royal Caribbean’s Oasis of the Seas in 2009. At the time, it was the largest cruise ship in the world. Duckworth said modern onboard spas started as “a massage table. or 10 massage tables. and maybe mani-pedis in the spa area. ” before evolving into something closer to a full-on wellness retreat.
Services now commonly offered aboard ship include facials, acupuncture, and Botox. Duckworth said he had his teeth whitened the last time he was on Celebrity.
The draw has become strong enough that travelers are thinking about ships differently. Caroline Revnell. South America and cruise senior specialist at Audley Travel. said the booking decision has started to tilt toward onboard facilities. “I guess before it was. if there was a sea day. people (would) go to the spa. whereas now people can actually choose their cruise lines based on what facilities might offer. ” she said.
That varies with ship size and the cruise type. Smaller vessels often offer pared-back versions. But even on an expedition cruise through Australia’s remote Kimberley region. the traveler said Seabourn Pursuit in 2024 included an onboard sauna where guests could watch sandstone cliffs pass by through a large window.
Wellness has been designed into the ship, not added to it
Cruise lines are leaning into wellness in different ways, and Virgin’s strategy is built around making the experience feel integrated.
Rosenberg said Virgin never wanted spa features to feel tacked on. “We never wanted it ‘to feel like a bolt-on or some polite little corner of the ship. We wanted it embedded into the experience.’”
He said that approach goes beyond the spa to include food options with both lighter and more indulgent choices. It also includes fitness programming such as HIIT (high-intensity interval training) and cycling. along with Radiance sessions exclusive to Brilliant Lady that incorporate stretching. breathwork. and a silent disco.
Virgin also takes what Rosenberg described as a nonprescriptive approach. “Some people want recovery,” he said. “Some want movement. Some want both.” In that model. guests might do a hard workout. grab a juice. use the cold plunge. and then spend time in the thermal suite. Others might build their wellness day around massage, the salt room, blowouts, nails, and more—each choice counting as wellness.
As the ship grows, so does the appetite for services that feel personal
MSC Cruises says it plans to roll out new services at MSC Aurea Spa locations across its fleet this year. Those additions include IV therapy, permanent makeup, and other “medical wellness” treatments. MSC also plans a head spa inspired by traditional Japanese techniques. ear piercing. and “Artificial intelligence-powered skin analysis. ” according to a news release.
Claudio Saviano, MSC Cruises’ head of spa operations, said the changes are aimed at a shift in guest expectations, particularly in the U.S. market. He said travelers are increasingly looking for “results-driven, personalised wellness experiences, not just relaxation.”
Saviano described the role of the spa even aboard mega-ships that offer endless activities, like MSC World America. He said MSC guests value the spa as “a place to reset. recharge. and focus on their own well-being. whether through a traditional treatment. a modern therapy. or a combination of both.”.
Norwegian Cruise Line has also pointed to demand for that kind of programming. The company said in an email it has leaned into wellness needs over the past several years with its newest ships in the Prima Class and the Prima Plus Class.
In the Mandara Spa & Salon on new vessels like Norwegian Luna and Norwegian Aqua, Norwegian said those features include an infrared sauna that uses lamps to warm the body, a Floatation Salt Pool, and a charcoal sauna that reaches between 86 and 122 degrees—described as the first of its kind at sea.
Norwegian said these ships reflect a reimagined approach to relaxation at sea, with more luxurious spa facilities, innovative treatments, and a serene design that includes a tranquil two-story waterfall.
Most spa services cost extra; some perks come with certain cabins
Even as wellness becomes more prominent, cruise spa services are generally not included in the cruise fare. Spa services typically carry an extra charge, and prices vary based on the cruise line and the services selected.
The traveler said her massage aboard Brilliant Lady cost just under $300.
Onboard spas are also often operated by third-party providers. Cruise ships may offer passes for thermal suite areas. which give guests access to amenities such as plunge pools. hot and cold therapy rooms. and heated loungers. Passengers may also be able to use those facilities before or after a treatment.
Some cabins are designed to make access easier. Duckworth said some lines have “spa-inspired staterooms,” focused on wellness and relaxation. Celebrity Cruises’ AquaClass cabins. for example. come with access to its SEA Thermal Suite and an exclusive dining venue called Blu serving “clean cuisine. ” along with in-room bottled water. a spa concierge. “preferential rates on AquaClass spa packages” and other perks. according to the cruise line’s website.
Access to certain facilities can also be complimentary depending on the cruise line and type of sailing. Revnell noted that expedition ships, for example, may offer complimentary access to saunas or steam rooms.
The bet cruise lines are making
The competition isn’t just about itineraries anymore. If a traveler can choose a ship based on whether it has the spa facilities she wants, then the spa stops being a side project and becomes a selling point.
Duckworth warned that cruise lines risk losing market share if they don’t respond. “If cruise lines are not investing in their spa and wellness areas, they’re going to lose the guests who specifically want that experience.”
That risk may help explain why cruise ships keep expanding—adding thermal suites, new treatment menus, and experiences built around wellness rather than simply offering a massage room and a timetable.
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