Concert promoter Live Nation is getting into the ultra-luxury cruise business see what it'll be like on weeklong superyacht sailings starting at $3,000 a person
Brittany Chang
- Live Nation's Vibee is getting into the ultra-luxury cruise business.
- The music event curator says it'll charter two superyachts for three weeklong Croatia cruises this summer.
Forget concerts — Live Nation wants music fans to start going on yacht vacations.
In 2023 and amid a boom in experiential travel, the entertainment company established Vibee, a music-based event curation arm. Less than a year later, Vibee has already executed affairs like a weekend Bahamas getaway headlined by singer Lionel Richie and a three-day Cabo San Lucas, Mexico party featuring DJ Tiësto.
Now, it's moving off-land and to the high seas with its new segment: Vibee Yacht Club.
This summer, Vibee says it'll charter two superyachts for three weeklong Croatia itineraries that are set to be, of course, centered on music.
Vibee is capitalizing on yet another increasingly popular concept: themed cruises.
Themed cruises can vary vastly, from Star Trek-centered sailings to itineraries helmed by famous comedians. And as of late, many of these niche voyages have been selling out faster than ever before.
Themed cruise operator Sixthman's November 2023 hip-hop itinerary sold out in less than five days with no publicly announced lineup.
Similarly, Vibee's first cruise, the 2023 EDSea — a wordplay on the electronic dance music festival Electric Daisy Carnival, or EDC — was fully booked in three days, again with an undisclosed lineup.
Armed with EDSea’s success, Vibee wants to dive deeper into the cruise segment — this time with a luxurious spin.
"We see the desire for cruise and yacht experiences continuing to rise," Harvey Cohen, president of Vibee, told Business Insider, echoing sentiments of the cruise industry's booming demand.
And not just the mass-market players: Over the last year, luxury cruise lines have also seen a rise in interest.
In its fourth-quarter earnings report from February 2024, Norwegian Cruise Line Holdings said its two high-end brands, Oceania and Regent Seven Seas, had both seen "strong demand."
The latter had launched its latest $517.9 million luxury ship a few months prior, complete with caviar and a $6 million art collection.
Luxury cruises and superyachts aren’t known to be super-affordable.
Vibee says it's chartering the 141-foot-long Lupus Mare and nearly 161-foot-long Prestige for its three yacht sailings.
Vibee Yacht Club's cheapest option starts at $3,100 per person for a two-person cabin. Comparatively, EDSea's 2024 itinerary starts at $1,405 per person for a double occupancy interior cabin.
Yet, it could be a bargain for some superyacht fans: Weeklong charters for Lupus Mare start at about $71,000 a week, according to YachtCharterFleet.
Everything is better on a yacht. Champagne? Tastes better on a yacht. Cruises in general? Better on a yacht.
Going to an international music festival? Well, Vibee thinks it would be better to stay on a yacht than in a hotel.
On July 13, the first itinerary would start on day two of Ultra Europe, a popular three-day electronic dance music festival in Split, Croatia.
Following the event, the two yachts would sail to three Croatian islands before concluding in Hvar, Croatia. Along the way, the itinerary would include daytime swims, a sunset winery visit, and several parties (day and night).
Unsurprisingly, Vibee expects the itinerary to draw in younger travelers, specifically Gen Zers and millennials.
Lupus Mare is set to be chartered for two more itineraries: “Rock the Med” and “Marafiki on the Adriatic.”
A three-person cabin for both starts at $3,500 per person.
On Rock the Med, the week is set to begin with VIP tickets to a Lenny Kravitz show at the historic Pula Arena.
Afterward, it would sail to Croatian destinations with an itinerary that would include beach excursions and clubs.
Marafiki on the Adriatic isn’t centered on a single music event.
Instead, the roundtrip Split itinerary would feature on-board musical performances, daily yoga, "cultural outings," and, of course, beach clubs.
A bonus trip to Sonus Festival, a five-day rave, is an optional add-on.
Like a typical luxury cruise, travelers would have preorganized water taxis, chefs to prepare daily breakfasts and lunches, and all the yacht amenities.
The 20-cabin, 40-guest Prestige flexes indulgences like an indoor lounge, a hot tub, and a sundeck with plenty of beds.
Meanwhile, the 15-cabin, 34-guest Lupus Mare has comforts like a sauna and gym.
Travelers could wind down in the yacht's movie theater or hot tub. Or, they could take a slide into the water.
It’s no surprise Vibee is going the more sumptuous route with its itinerary-focused yacht concept.
"Revenge travel" might as well be known as "regular travel" at this point: People have continued to spend big on extravagant vacations, especially on luxury small cruise ships and trips planned around experiences and adventures.
Both are niches Vibee is trying to carve out for itself: Looking ahead, the new brand is already planning more music and sea-based vacations, Cohen told Business Insider.
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