Travel Associates has marked the launch of luxury cruise season with an opulent transformation of Sydney’s Overseas Passenger Terminal that highlighted the premium food, cocktails and spirits offered at sea.
The luxury travel agency’s signature purple gem also stole the spotlight in a seven-metre-high format. The two-storey interior – which offered a stunning view of Sydney Opera House – was used to recreate a series of one-of-a-kind luxury moments via an array of activations for VIP clients, tastemakers, content creators and media.
Each activation was carefully curated in partnership with 10 of the world’s leading luxury travel cruise lines – PONANT, Silversea, Regent Seven Seas Cruises, Scenic Eclipse, Hurtigruten Expeditions, Explora Journeys, Viking, Disney Cruise Line, Tauck, and Crystal Cruises.
Travel Associates General Manager Rachel Kingswell said that for many luxury cruisers the food, drink and hospitality on board are among the most important considerations when booking.
“Our clients often value the experience onboard a luxury cruise as much as the destination itself,” she said.
“One of the true pleasures of experiencing a luxury cruise is that you have such easy access to some of the most incredible premium dining and entertainment. You can enjoy a high-end restaurant meal, see a Broadway quality show and then savour an evening cocktail just as you would in some of the most vibrant cities in the world.”
Australia one of the world’s largest cruise markets
Australia was the world’s fourth largest cruise market in 2023, with 1.25 million passengers. According to Cruise Lines International Association (CLIA) Australasia’s 2023 Source Market Report the market penetration rate for cruising in Australia was close to 5%. Almost one in every 20 Australians took an ocean cruise, one of the highest rates in the world.
Travel Associates Australia and New Zealand Head of Brand and Marketing Maddison Done said: “Our data shows the luxury cruise market in particular is growing at an astounding rate as this new market discovers for the first time just how enjoyable a 5-star, all-inclusive hotel experience at sea can be.”
Kingswell said Travel Associates’ Overseas Passenger Terminal activation was inspired by the remarkable resurgence in luxury cruising across the globe.
“Last year we saw luxury cruising come back in a big way but this year we’ve seen an even stronger uptake in bookings as travellers are keen to invest more in experiences over things,” she said.
“Travel Associates was proud to take over one of the most iconic cruise ports in the world, Sydney, alongside our incredible partners, to officially launch the 2025 luxury cruise season.”
Rising focus on premium beverages
According to Kingsmill, premium food and beverage offerings are now a defining feature of luxury cruises.
“Forget all-you-can-eat buffets, on a luxury cruise it’s about upmarket casual eateries and immersive fine dining experiences,” she said.
“For example, Crystal Cruises has the only Nobu at sea and Silversea offers beautiful onshore cooking classes using fresh local produce, taught by the ship’s very own head chef.”
Most also offer all-inclusive drinks. On Scenic Eclipse, for example, passengers can choose from more than 100 premium Champagne, sparkling, red, white, rosé and dessert wines, with daily selections inspired by the destinations it visits. There is even a dedicated Champagne bar on board called Lumiére. And more than 130 premium whiskies are on offer at bars throughout its ships.
Meanwhile, Ponant’s French cocktail menu gives classics the “Royale” treatment, such as its Mojito Royale, which switches soda for Champagne in the minty rum favourite.
Among the drinks activations during the Travel Associates two-day event were a Champagne masterclass hosted by John Noble with bubbles from Regent Seven Seas Cruises, a whiskey and chocolate pairing by Scenic Eclipse hosted by GQ Australia.
Each day of activations culminated with a dinner under the stars featuring nine cruise line cocktail created to reflect the brands involved in the event, alongside French offerings from Tauck’s wine list.
Travel Associates curated unique cruise cocktails from their partners for the event. Drinks Digest’s favourite cruise cocktails were the PONANT Star and Regent’s Grandeur.
View the recipes for the cruise cocktails below.
The cruise cocktails
PONANT Star
Cruise line: Ponant
4.5 cl Belvedere vodka
1.5 cl fresh lime juice – (adjust quantity depending on sweetness of the juice/puree/fruit)
1.5 cl vanilla syrup – (adjust quantity depending on sweetness of the juice/puree/fruit)
3 cl passion fruit juice
Method: Shake hard and strain into a martini glass. Float half a passionfruit with extra added flesh on top. Onboard Ponant provides a shot of French Champagne on the side as a palate cleanser.
Sunset at Sea
Cruise line: Crystal
0.50oz Galliano L’aperitivo
0.50oz Puckers Apple Schnapps
0.50oz Passóa
Top with Fever Tree Tonic
Method: Shake ingredients with ice and pour into a glass. Top with Fever Tree Tonic. Garnish with a lemon spiral on glass edge.
Great Reef
Cruise line: Disney
40ml white rum
20ml St Germain
20ml fresh lime juice
1 teaspoon caster sugar
1 barspoon watermelon puree
Method: Shake ingredients with ice and serve in a chilled coupe or stemless martini glass.
Déjà-Vu
Cruise line: Explora
4 cl Limoncello
2 cl Tanqueray
2 cl lime juice
1.5 cl vanilla syrup
2.5 cl strawberry syrup
Method: Shake with ice and served in a chilled glass, garnished with a strawberry.
Antartic Blue
Cruise line: Hurtigruten
2 oz premium vodka
1 oz blue curaçao
1/2 oz dry vermouth
1/2 oz freshly squeezed lemon juice
1/4 oz simple syrup
A dash of orange bitters
Ice cubes
Dry ice (for presentation only, not for consumption)
Lemon twist and edible blue glitter for garnish
Method: Fill a cocktail shaker with ice cubes. Add vodka, blue curaçao, dry vermouth, lemon juice, simple syrup and a dash of orange bitters. Shake vigorously until well chilled. Strain into a chilled martini glass.
For the dramatic presentation, carefully place a small piece of dry ice in the center of the drink. (Ensure the dry ice is only used for visual effect and does not come into direct contact with the drinker, to avoid ingestion.)
Garnish with a lemon twist and a pinch of edible blue glitter for an icy sparkle.
Grandeur
Cruise line: Regent Seven Seas
1 1⁄2 oz Remy Martin VSOP Cognac
1⁄2 oz Sweet Vermouth
1⁄2 oz Drambuie Liqueur
1⁄2 oz fresh lemon juice
1⁄2 oz honey syrup
1⁄2 oz egg white
4 drops Old Fashioned Bitters
Method: Add all of your ingredients (including the egg white) into your shaker without ice, making sure it’s securely sealed. Shake vigorously to incorporate the egg white. Add ice to the can and shake again. Serve in a coupe glass with an orange peel and rosemary sprig garnish.
Below Zero
Cruise line: Scenic Eclipse
1.5oz Pear vodka
1⁄2 oz pear liquor
1⁄4 oz blue curacao
1⁄2 oz lemon juice
1⁄2 oz sugar syrup
Method: Shake ingredients with ice and pour into a rocks glass. Top up with soda water and serve.
Cosmic Ray
Cruise line: Silversea
1/4 oz Giffard Pure Cane Syrup
3/4 oz fresh lemon juice
3/4 oz pastuerised egg white
1/2 oz Lillet Blanc
3/4 oz Malfy Con Limone
4 1/2 ml Giffard Blue Curacao
9 ml Giifard Frambois
9 ml The Bitter Truth Violet
METHOD: Dry shake ingredients, then wet shake with ice. Fine strain into a Nick & Nora glass.
King of the North
Cruise line: Viking
2 oz Svöl Danish-Style Aquavit
3/4 oz Orgeat
3/4 oz lemon juice
1 dash of Angostura bitters
Leafy garnish
Method: Add ingredients and shake with ice. Pour into a glass with fresh cubed ice. Garnish with a leafy touch.
Drinks industry capitalises on cruise boom