From Bordeaux to the Open Ocean: Inside Windstar's Game-Changing Cruises

Small-ship specialist Windstar Cruises has reinvented itself again. But will its new river-to-ocean cruises be the opportunity for travel advisors the line desires them to be?

In the beginning, Windstar was known for its motorized sailing yachts – 148- to 342-guest cruise ships with functional sails – before it acquired a trio of 312-passenger yachts and embraced small-ship cruising. Now, the line is expanding options again with its newest ship, the 224-guest Star Explorer, and promoting river-to-ocean itineraries, a new concept in the cruise space.

The appeal, according to Windstar, is that Star Explorer is small enough to cruise Europe’s major rivers to take travelers into the heart of cities like Bordeaux on the Garonne River, Rouen on the Seine, Seville on the Guadalquivir and London on the Thames – but ocean-hardy so it can explore coastal ports river ships can’t reach.

Star Explorer’s 2027 river-to-ocean itineraries include an 8-night food-and-wine cruise from Bordeaux to Lisbon with visits to the Spanish coast and Portugal’s Douro region; a 10-night circumnavigation of Ireland filled with cliffs and castles to rival the Rhine; and a 10-night Bordeaux to London cruise that traverses three rivers, overnights in St. Malo and Rouen, and offers excursions to the D-Day beaches.

Windstar believes these river-to-ocean itineraries will attract avid river cruisers who have sailed all of Europe’s rivers and are looking for new ports to explore. They’ll also give advisors additional options to present to their well-traveled river cruise clients to keep their business.

“River cruise guests are incredibly loyal, yet there are only so many rivers to explore,” Janet Bava, Windstar’s chief commercial officer told Luxury Travel Advisor. “This isn’t about replacing that experience, but expanding what’s possible.”

But does that argument ring true?

On my February cruise aboard Windstar’s Star Legend, the joke among my newfound friends, all in our late 40s to mid-60s, was that none of us were old enough for a river cruise yet. River cruise loyalists do sail Windstar, and Bava held conversations with this group as Windstar considered the new river-to-ocean itineraries.

While plenty of non-retired travelers do enjoy river cruises, and wine- and culinary-themed itineraries tend to skew younger, I’d argue that Windstar cruises on average are younger and more independent-minded than stereotypical river cruisers. River cruisers who love structured itineraries and calm river waters might not be the best fit for an ocean cruise, even on a small ship.

I’m not alone in thinking that more Windstar cruisers graduate to river cruises than vice versa.

“We usually tend to see the opposite of what this concept suggests – travelers who have done a few ocean cruises and are looking for something more immersive, which often draws them to river cruising in the first place,” says Britton Frost, assistant editor at River Cruise Advisor.

But she agrees with Bava that Windstar’s small-ship experience is reminiscent of river cruising in several ways. Windstar’s smallest ships carry similar numbers of guests to river ships (under or just above 200 passengers) and offer simple-to-learn layouts. Both offer low-key evening entertainment and one main dining room with a few small specialty options for dinner.

The cross-over appeal of these itineraries is in the cultural connections and less-touristed ports that big ships can’t reach. Plus, wine and culinary themed sailings (Windstar partners with the James Beard Association) are a draw for travelers who seek out river cruises for their themed sailings.

Ultimately, I agree with Frost that these itineraries might resonate with a range of travelers, including more independent-minded river cruises.

“I see this appealing to two groups: experienced river cruisers who are looking for something new but don’t want to lose that sense of intimacy, and ocean cruisers who are ready to move away from larger ships but aren’t quite ready to commit to a river cruise,” says Frost.

Both options give advisors intriguing new options to present to clients across the cruise spectrum.

Windstar has also put programs and incentives in place to assist travel advisors. With Windstar’s flexible group program, advisors can access complimentary rooms, onboard credit and additional commission opportunities through group sailings with 10 or more guests. Star Advantage Groups offer additional perks. Advisors can also create customized group departures for wine enthusiasts if the existing culinary sailings don’t suit. Group rates can offer savings of 5% to 10%

“Travelers today prioritize intimacy, less flash and a stronger connection to the destination,” says Frost, “so if Windstar can deliver on those elements, this concept has a lot of potential.”