From Single-Brand to All-Brand Cruise Destinations

Cruising Evolves: From Ship to Shore

Known for its constant evolution, the cruise industry continues to evolve, and this time, the spotlight is on private destinations.

Normally, cruising has centered on the ships themselves, their size, design, and onboard experiences. Routes and itineraries defined the adventure. But a new chapter is unfolding: private destinations are becoming an essential part of the cruising experience.

Cruise lines are increasingly investing in private destinations, islands, or resorts they own or fully control. Aside from the cons that any project generates, I will concentrate this article on the pros.

Beyond creating a sense of exclusivity, these destinations deliver both strategic and economic advantages. By owning and operating their own ports of call, cruise lines minimize operational friction, reduce or eliminate port fees, decrease reliance on local infrastructure, and gain full control over pricing and guest amenities. The result is greater flexibility, seamless logistics, and a stronger connection between ship and shore. Travelers love these destinations as well. According to Tourism Analytics (link), cruise guests greatly value private destinations, considering them safe and convenient.

Take Royal Caribbean’s Perfect Day at CocoCay, for instance. Its multi-million-dollar transformation became a turning point in the industry. The investment was significant, but so were the returns in guest satisfaction, incremental spending, and brand differentiation. Other private destinations have since set the standard for immersive, all-inclusive beach experiences, such as Disney’s Castaway Cay and Lookout Cay, NCL’s Great Stirrup Cay and Harvest Caye, Holland America’s Half Moon Cay, Princess Cruises’ Princess Cays, MSC’s Ocean Cay Marine Reserve, Carnival’s Celebration Key, and the upcoming Perfect Day Mexico, opening in 2027.

This evolution is also reshaping the way travelers cruise. According to CLIA’s latest State of the Industry Report (link), the growing deployment of higher-capacity ships reflects an increasing demand for shorter sailings. Many passengers choosing these shorter trips now expect at least one stop at a private destination. Guest satisfaction scores (NPS) at these islands consistently exceed 90, making them a key selling point when designing itineraries.

At the same time, cruise lines are expanding into new and underdeveloped markets. Data from the Mizuho Group (link) highlights the Gulf region—particularly Texas—as a major growth opportunity, with the market still roughly 50% underpenetrated. Texas not only has a population about 35% larger than Florida’s but also a greater proportion of adults over 18 and higher average income levels. Combined with a strong drive-to-market centered around Galveston, these factors create an ideal foundation for cruise expansion.

To capture this demand, cruise lines are investing in new private destinations strategically located to serve emerging markets. The development of private islands in the western Caribbean, for example, aims to make these short, flexible itineraries more accessible to Gulf Coast travelers. This new wave of purpose-built destinations reflects a broader shift: private ports are no longer just about exclusivity; they are becoming essential gateways that connect new regions, new travelers, and new opportunities for growth.

Looking to the Future: KUZÁ Beach and Adventure Park, An All-Brand Destination.

With this in mind, Global Cruises has created KUZÁ Beach and Adventure Park, Cozumel’s newest and largest theme park, designed to elevate the shore experience for every cruise line and every traveler. Spread across 200 acres of beaches, jungle, and cultural spaces, KUZÁ brings together adventure, relaxation, and discovery in one seamless experience.

KUZÁ was conceived with the cruise line’s private destination’s best practices as a reference. We meticulously analyzed the market to understand the highlights and must-haves we needed to position KUZÁ as a premier destination, not only in infrastructure but also in product offering, service, and overall guest experience, while maintaining Cozumel’s authenticity, reflecting the spirit of the island throughout the park.

KUZÁ’s key differentiator among other cruise private destinations is that it serves as an all-brand attraction, welcoming every cruise line while maintaining the highest standards of quality, safety, and guest experience. This inclusive model ensures that all travelers, regardless of the ship they arrive on, enjoy the same premium level of service, entertainment, and comfort.

From its cutting-edge infrastructure, including the largest waterpark complex in Cozumel, to its curated cultural and leisure spaces, KUZÁ offers everything passengers seek in one destination. Every element has been designed to deliver an elevated level of immersion while remaining operationally efficient for partner cruise lines. Building on more than sixteen years of industry experience, Global Cruises has created a destination that combines scale, accessibility, and adaptability, establishing a unique competitive advantage in the region.

Looking ahead, KUZÁ represents more than just a single theme park; it signals the future of all-brand cruise destinations. As the industry evolves, travelers will increasingly expect flexibility, choice, and consistently high-quality experiences at every stop. Destinations like KUZÁ demonstrate that it is possible to deliver exceptional, tailored experiences while remaining open to multiple cruise lines, creating a new model for collaboration, efficiency, and sustainable growth in destination management.

By combining accessibility with premium service, KUZÁ sets a standard for the next generation of cruise destinations. It proves that shared spaces can preserve exclusivity in quality and immersion without being limited to a single operator. In doing so, KUZÁ points toward a future where cruise destinations are both inclusive and exceptional, adaptable to the evolving needs of travelers, cruise lines, and local communities alike.

If you are planning to travel to Cozumel on any cruise line, don’t miss the opportunity to stop at KUZÁ. I am not bluffing when I say the first thought that will cross your mind will be: How is this real? The second week of December 2025, the complete waterpark and Mayan Adventure zone, featuring three ziplines, will open, setting a new model for destinations designed to receive all cruise lines.