The Ritz-Carlton Yacht Collection appoints VP, GM Asia Pacific

Seb Seward to lead Sydney-based outpost for ultra-luxury superyacht brand

The Ritz-Carlton Yacht Collection has made its first appointment in the Asia Pacific region, recruiting Seb Seward as Vice President and General Manager, LATTE can reveal.

The former longtime British Airways head of Joint Ventures, Seward officially commenced in the role on Monday this week with The Ritz-Carlton Yacht Collection. His appointment follows the launch last week of The Ritz-Carlton Yacht Collection’s inaugural Asia Pacific program which, currently, is scheduled to begin from Singapore on 30 December 2025 aboard the brand’s third superyacht, Luminara.

Evrima, The Ritz-Carlton Yacht Collections’ first vessel, launched in October 2022 and the second superyacht, Ilma, is earmarked to debut in September 2024.

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Speaking exclusively with LATTE at ILTM Asia Pacific in Singapore on Wednesday, Seward revealed he is relocating from the UK to Australia this week, where he will head up the brand in the region. His appointment comes as the ultra luxury yachting company prepares to boost awareness with the trade and consumers in Australia, New Zealand and the wider Asia Pacific.

Reporting to Kristian Anderson, SVP of Global Sales, Seward has been tasked to establish a regional headquarters, likely in Sydney, and develop a local sales and reservations team.

His background with BA (for 12 years) and the airline industry was focused on partner elements and centred on relationship and revenue management, creating sales strategies, etc – skills he says will be transferable to his first position in the cruise segment.

Seward’s history in the aviation sector isn’t dissimilar to that of Anderson’s, who previously worked with Qatar Airways and Aeromexico for 11 years before entering the cruise segment with Silversea and then Uniworld for a combined nine years prior to joining The Ritz-Carlton Yacht Collection three years ago.

The superyacht segment of the cruise industry is a burgeoning growth market, with Seward saying the brand is a pioneer in the space of bringing an ultra-luxury hotel to the sea.

“We believe we have a differentiated early-mover advantage in the potential creation of a vast, $5B luxury yacht cruise market,” he told LATTE.

Seb Seward, Vice President and General Manager, Asia Pacific, The Ritz-Carlton Yacht Collection
Luminara will be in Asia from late December 2025

Seward estimates over 50% of guests who sail with The Ritz-Carlton Yacht Collection are ‘new to cruise’, “so we’re not really going after other cruise companies customers. Thanks to the Marriott Bonvoy program, we’re capturing a market that maybe hasn’t thought about cruising before. Myself included.”

He and his young family have only just taken their first-ever cruise, sailing aboard Evrima in the Mediterranean to get a firsthand taste of the product, service and experience.

On the subject of Bonvoy, The Ritz-Carlton Yacht Collection has also been leading Marriott’s Luxury Group customer satisfaction scores, up against well-established hotel brands including The Ritz-Carlton Hotels & Resorts. “Our customer satisfaction scores are already comparable with established Ritz-Carlton properties, despite launching less than 2-years ago.”

“Currently we only have the one yacht, Evrima, which is proving very popular. As we expand to three yachts and diversify our range of itineraries and destinations, there will be further opportunities to expand our customer base to more traditional markets,” Seward told LATTE.

The Observation Room aboard Evrima | Credit: Christopher Cypert

In his first week, the Englishman has been thrown straight in the deep-end representing the brand at the luxury travel show. He says Australians are similar to Americans in that they tuned into the brand quite early.

“Some of the other markets that we’re speaking to here at ILTM [Asia Pacific] have a much shorter booking window and haven’t been able to access inventory because we’ve been full. With three yachts sailing from mid-2025, there will be increased availability.”

Seward said The Ritz-Carlton Yacht Collection’s Asia Pacific HQ will include a shopfront presence and a regional reservation and support centre for customers and the trade.

“One of my key tasks will be to set up a physical presence as well as building out a team.”

“We’re conscious of the fact that our partners and customers need to call Malta or Fort Lauderdale, and the time zones aren’t ideal for anyone. So we’re certainly going to set up a couple of agents in Sydney,” he confirmed.

Grand Suite, Evrima

The Asia Pacific outpost will also require a small number of sales manager-type roles, “maybe in Australia, maybe in Asia, maybe in both”. Cruise specialists with bilingual skills will be preferred “so the full region can be serviced”.

“A lot of the advisors that we’ve spoke to here in Singapore are very positive. They’ve heard about us, they want to know more, they want to help sell us.”

Trade events, customer and agency events are also in the pipeline “to get the word out there and make sure people understand what we are and how The Ritz-Carlton Yacht Collection differs from traditional cruising.”

The Ritz-Carlton Yacht Collection’s inaugural Asia Pacific program features 10 itineraries, mostly sailing from Singapore, Hong Kong and Tokyo. Seward wasn’t able to comment on the three month void in Luminara‘s schedule between Athens and Singapore in Q4 for 2025.

“We would like to, in the future, extend that within the region and then head down to Australia and New Zealand. We don’t have a defined plan around that at the moment, but it is a vision and it is being discussed,” he concluded.

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