By Josh 
Marella Cruises is setting sail into a new era—one shaped by internal realignments, fresh itineraries, and evolving ambitions. While the path ahead may not be exactly as originally planned, the cruise line is nevertheless moving forward with refreshing energy and a renewed sense of purpose.
Newbuild Plans Reshaped — But Ambitions Remain Alive
Earlier this year, Marella announced plans for its first-ever purpose-built ships, with two newbuild slots secured at the famed Italian shipyard Fincantieri. Those vessels were intended to cement Marella’s shift from refurbished tonnage to modern, next-generation cruise ships.
But in late September 2025, a pivotal decision altered the trajectory: TUI Group reassigned these newbuild slots to its joint-venture brand, TUI Cruises, redirecting the ships toward the German-market “Mein Schiff” fleet.
While disappointing for some longtime Marella fans, company executives frame the move as a strategic realignment—shifting shipbuilding strength where demand and investment returns appear most favorable
What it means: Marella will continue relying on its existing, well-loved fleet, even as the cruise world pivots toward newer, greener vessels. The silver lining is that Marella can focus effort and capital on refining guest experiences, upgrading amenities, and exploring compelling itineraries rather than rushing to build from scratch.
Itineraries Expand Despite the Shift
Even as the newbuild plans have changed, Marella isn’t idling. The line is actively enhancing its schedule and destinations:
Albanian Riviera returns
As part of its summer 2027 program, Marella will bring its ships into Albanian waters, marking a notable expansion into lesser-visited Mediterranean ports.
Winter 2025/2026 Caribbean push
Marella’s winter schedule includes new Caribbean ports of call, offering a mix of cruise-and-stay hotel combinations and deeper exploration options.
Puerto de Málaga becomes a hub
For the 2026 season, Málaga is being emphasized as a key port in Marella’s route network, with both Mediterranean and Atlantic sailings touching Spanish shores.
Vigo readies a record embarkation
In December 2025, Vigo (Spain) is gearing up for one of its largest cruise embarkations ever, hosting Marella Discovery with nearly 1,800 guests—a clear signal of growing demand in Iberian homeports.
These moves suggest that Marella’s strength remains in curated coastal experiences, diversified ports of call, and positioning where it already has brand recognition.
Customer Trends, Innovation & Guest Focus
Marella is paying attention to its audience, too. A recent brand survey revealed that nearly 3 in 5 Brits say they would travel on a multi-generation cruise (with grandparents, parents, and children onboard).
To lean into this, Marella continues tweaking its on-board features:
In 2025, the fleet management was placed under a five-year contract with V.Ships Leisure to sharpen operational efficiency.
Marella’s “Discovery 2” is already benefiting from refurbishments, introducing interactive gaming walls and more immersive guest experiences.
The line is also exploring environmental improvements: earlier in 2025, Marella trialed microfibre filters across its fleet to help reduce marine pollution.
Though the newbuilds have been reassigned for now, the company is not stepping back from innovation—it’s shifting focus toward incremental enhancements and guest satisfaction now
What It Means for Passengers & the Future
For travelers with Marella cruises already booked or planned, the good news is: no immediate disruption. Existing itineraries remain intact and will continue to run on Marella’s established ships.
Looking ahead:
Marella may revisit its own newbuild ambitions in the future, but for now will lean into maximizing its current fleet.
The shift opens opportunity: by freeing up capital otherwise tied to shipbuilding, Marella can invest in guest experience, refurbishment, and creative destinations.
Its brand identity—“friendly, British, value-orientated cruising”—is still intact, and its efforts to expand into new ports like Albania and Málaga show confidence in growth.