What Travel Advisors Should Know about Margaritaville at Sea Islander

With the arrival of the newly refreshed Islander ship (formerly the Costa Atlantica from 2000 through 2020), Margaritaville at Sea has doubled its fleet and is en route for even more expansion. Among the newest cruise lines sailing the Caribbean, the relaxed, beach-themed line launched in May 2022 with Margaritaville at Sea Paradise, a total rebranding and refresh of the former Grand Classica ship.

TMR is just off the inaugural launch of the Islander, fresh off a $150 million renovation, and we’re thrilled to report that this ship is a total win. The year-round Tampa-based cruise is a marvel of theming, food, and beverage operations, and one of the best parties at sea. 

Whether your clients are fans of Jimmy Buffett or not, the brand and its signature island vibes have universal appeal for adults and families seeking an island getaway. The newly refreshed ship features a coherent and intentional theme that we found surprising and delightful. Here’s an in-depth look at everything we loved about the ship and how it can help advisors drive Caribbean cruise sailings. 

The ship is unapologetically fun
One of the first things your clients will see when they board the Islander is a towering 14-foot flip-flop in the heart of the ship’s atrium. This fun and playful salute signifies this is no traditional cruise; casual vibes reign supreme here. The ship features vibrant island colors, elaborate scenic props (think a Havana car, massive cheeseburger, and a towering pickleball paddle), and immersive themed lounges and bars – the Tiki Bar on the back pool deck was one of our favorite watering holes.

Exploring the ship, clients are never far from hopping music sets that liven the atmosphere, whether it’s an acoustic guitar set in the central atrium or a lively band on the pool deck, with plenty of Jimmy Buffett tunes sprinkled throughout. The ship’s two mainstage shows, Conky Tonkin’ at Sea and Caribbean Heat Remix, are high-octane fun, featuring chart-topping hits with top-notch acrobatics and dancing.

There are two themed nights onboard: “Boots and Bubbles,” which is part coastal-country elegance, part formal night, great for fun gowns and even tuxedos along with a sparkly hat and boots, and “Rock the Trop,” the line’s rock ‘n’ roll-meets-tropical night.

The overall cruise experience avoids sailing into “booze cruise” territory as it achieves an elevated island resort feel, exuding a pleasant and welcoming vibe for families and adults. 

The accommodations are beautifully updated
The Islander has 1,105 staterooms and suites, ranging from compact inside cabins (175 square feet) to the Signature Grand Suites (365 square feet). All the rooms have been beautifully refreshed, with a contemporary island resort feel. The staterooms are spacious and well-lit, with just the right amount of Margaritaville theme, tasteful Jimmy Buffet lyric art, and fun decorative pillows.

Food and beverage options are expansive 
With an entire brand floating on a great drink, it’s a relief to know the beverage operations onboard pass muster. The ship delivers top-notch cocktails consistently throughout its 13 bars and lounges, with custom craft menus unique to each location. Favorites from the ship’s casual dining options include the very popular cheeseburger from the aptly named Cheeseburger in Paradise stall and a full-service taco bar on the pool deck. Fins Dining is the main dining room, with a thoughtful menu of fresh coastal fare. We also snagged a seat at JWB Prime Steakhouse ($55 per guest) and were impressed with the high level of creativity and inspiration here.

Leaning on past learnings 
Margaritaville at Sea was founded in 2022 with the overhaul of the Grand Classica. In conversation with Amanda Travaglini, CMO of Margaritaville at Sea, Travaglini offered helpful insight into the cruise line’s first ship, telling us that “it requires a little bit more upkeep.” 

After an eight-day dry dock in 2023 that included an overhaul of the HVAC system, she said recent guests “have tremendously different experiences than guests who sailed previously.” 

She added that the budding cruise line has become known for its “tremendous hospitality,” with personal preferences learned quickly by bartenders and servers within the first night on two-night cruises.

She also told TMR that the three pillars of a Margaritaville at Sea are “fantastic entertainment, food and beverage, and our crew.” She was emphatic that hitting those three pillars makes up for any deficits that might be caused by the age of the fleet’s ships. 

With the addition of Islander to the fleet, the line is rolling out longer itineraries with two-, three- and four-night sailings on Paradise and a range of four- to seven-night sailings on Islander. 

Tapping into the “new to cruise” market
Part of the line’s value play that advisors should make use of – particularly with new-to-cruise clients – is its unique two-night sailings on the Paradise. 

Shorter itineraries have “afforded [the line] the opportunity to touch people’s toes in the water for cruising,” Travaglini said. “That’s one of the reasons why Paradise has been successful.” 

With Islander, the line continues to target the new-to-cruise market with its four- and five-night sailings, she added. 

Families are great target market
Margaritaville at Sea CEO Christopher Ivy shared with TMR that he loves how many types of people enjoy the line’s ships. 

“On our first ship (Paradise), I was very surprised [in reviewing recent sailings] that we were looking at a third of the ship being under 18, which I was I was not expecting on a two-night cruise. I’m expecting it is going to be even more so here on Islander.”

Ivy explained about his target demo by describing the many facets of the ship. 

“I love this brand…you can have a family vacation, you have a multi-generational vacation, you can come stay in a suite with your significant other and have a great experience.”

Travaglini added that special occasions are another big draw for adult groups, specifically mentioning bachelor and bachelorette cruises, and family reunions. 

Positioning Margaritaville at Sea as an “and” vacation
When promoting a Margaritaville cruise to clients, especially those who may have asked about a Margaritaville resort, Travaglini explained that the line thinks of itself as an “and” vacation, not an “or” vacation. They offer complimentary experiences, she said. The shorter itineraries, she explained, allow clients to fit a cruise getaway anywhere into their year.

Travaglini suggested that Margaritaville at Sea is an excellent option for the client who “has a bit of wanderlust, likes going to visit new places, and experiencing new cultures, but also wants the ease of an all-inclusive resort where everything is taken care of from the moment they step onboard.”

Is it kid-appropriate? 
The Islander is family-friendly, with four kids’ clubs, two family-friendly pool decks, and one of the more extensive arcades we’ve seen at sea. Travaglini pointed out other family-friendly attractions such as a boba tea bar, family karaoke, and an extensive mocktail program that allows the younger set to enjoy festive drinks as well. 

How to learn more
Travaglini told us she’s aware that Margaritaville at Sea is still charting its course in terms of establishing itself as an elevated resort experience at sea. When asked how advisors can better sell the product, Travaglini advised getting in touch with the line’s sales team. 

“We have resources, materials, and people that will train you. We will bring you on board and show you around; 90% of what we’ve experienced is that people come on, they go, ‘I get it. I didn’t understand it when it was on paper, but being able to see it, live it, and [experience it firsthand]…I understand now.'”