Travel advisors are increasingly booking Margaritaville at Sea cruises as the brand expands its lineup. The launch of the Islander—a 26-year-old vessel previously known as the Costa Atlantica—marked a significant shift in advisor interest, according to CEO Chris Ivy. The ship underwent a complete redesign featuring a beach house aesthetic, along with additional balcony cabins compared to the Paradise, the company’s first ship.
Advisor Interest Surges
Before the Islander debuted, advisors rarely booked Margaritaville at Sea cruises, Ivy noted, aside from occasional group reservations. The ship now operates four- to ten-day voyages departing from Tampa, with longer itineraries driving greater advisor participation. Next year, the brand’s third vessel, the Beachcomber, set to launch from Galveston, will further attract travel professionals and Texas-based customers already familiar with Margaritaville’s hospitality.
Broader Expansion Plans
The cruise line’s growth aligns with Margaritaville’s existing Texas properties, including resorts near Houston and on South Padre Island, as well as the Camp Margaritaville Crystal Beach, an RV park near Galveston. The brand is also developing its first residential community, Latitude Margaritaville Galveston Bay, with an anticipated 2028 opening.
The Beachcomber, accommodating 2,702 guests, will begin service in Miami in January before relocating to Galveston in October. As the largest ship in the fleet, it introduces a new suite category, exceeding previous accommodations.
Unique Onboard Experience
The vessel will feature Same Boat, a live music venue curated by country artist Zac Brown, who will serve as the ship’s godfather. Additionally, three original stage productions will debut aboard the Beachcomber.
Read Also: American Airlines Forecasts Full-Year Loss Over Fuel Spike
Ivy emphasized that Margaritaville at Sea is broadening its appeal beyond the Southeast U.S. He suggested top advisors could market both the cruise line, known for affordable Caribbean fares starting at $529 for seven-day voyages, and premium luxury brands with equal enthusiasm. “The best advisors work both of those trips with the same level of urgency,” he stated.
Most passengers are in their 40s, often traveling with children, though longer cruises attract slightly older guests on average.
Samantha Pollack, a Tampa-based advisor with Cruise Planners, described the onboard atmosphere as relaxed and family-friendly, while still offering adult-exclusive spaces. Brent Beasley, an independent associate of Pollack, joined Cruise Planners nearly two years ago after Margaritaville expanded into cruising. A lifelong cruiser and self-described “Parrot Head,” he promotes the line because it resonates with clients. However, he acknowledged its budget-friendly pricing positions it as a niche offering in today’s cruise market.
Nicole Scarpa, a New Jersey-based advisor with Marvelous Mouse, specializes in all-inclusive and luxury travel. Last year, she booked a Florida-based group for a Margaritaville cruise due to budget constraints, though she does not actively promote the line. “For the majority of my clients, it doesn’t align,” she explained.