Saga’s new boutique cruise ship Spirit of Discovery sails into Dover
Spirit of Discovery is the first of two bespoke boutique cruise ships being launched by the cruise line in a £600 million investment.
Today marked a historic moment for Saga heralded the arrival of its new cruise ship, Spirit of Discovery, which sailed into her home port of Dover for the first time.
The boutique cruise ship marks the next chapter for cruising in the UK and a significant new era for the Saga brand as it continues to develop and evolve the boutique cruise market. Spirit of Discovery is the only ship that has been built and delivered exclusively for the British market this year.
Spirit of Discovery’s sister ship, Spirit of Adventure, is due to arrive in summer 2020, marking the realisation of a £600 million investment in both ships. This will further highlight Saga’s role not only as the British company creating and driving the British boutique cruise market, but also as the pioneers of discovery-based travel within this market.

Credit: Christopher Ison
Saga Travel CEO Robin Shaw says: “We have unashamedly focused on the fact we are a British cruise line. We have designed the new ships with a focus on British contemporary design classics, with the vision of creating Britain’s first boutique hotel at sea. But these ‘hotels’ are able to take Saga guests to interesting and exciting destinations around the world. Both ships will have a bold and adventurous style that’s a testament to high-quality design and the best of British innovation and flair.”
Shaw continues: “With our classic, contemporary British design, we have absolutely hit the mark with boutique cruising. The design is not what you get with a cookie-cutter approach; it is meant to be individual. While we are ecstatic with the design of Spirit of Discovery, we have already taken the decision to give our next ship, Spirit of Adventure, a very different boutique look and feel. Our aim is to set the highest standards for quality and service for any cruise line operating out of the UK.”
Saga cruises are only marketed in the UK and are designed for the British market, which is very influential in the world of cruising and represents a large demographic. In 2018, the UK’s over 50s totalled 24.9m, representing close to 40 per cent of the entire UK population, as well as holding 75 per cent of the UK’s household wealth. The growth of this demographic is predicted to be c.30m by 2044.
As well as driving the boutique cruising concept, Saga’s Spirit of Discovery will also showcase the cruise line’s commitment to offering passengers destination-led travel experiences with its new concierge service, Explore Ashore. Each voyage will have an on-board team of experts who are knowledgeable about every port and will be on-hand organise individual and small group excursions and activities so that guests can be given the best and most bespoke experiences at each port of call.
Robin Shaw says, “There is an outdated perception that the older generation shies away from doing anything new – that is not the case. The conversations I have with our existing and potential future customers, alongside our ongoing research, gives us all the strategic pointers we need. This demographic wants adventure, and to discover and see the world in new and individual ways.”
He concludes: “When fully in service each ship will deliver around £40m EBITDA per annum. This will mark a step change in the financial performance of the overall travel division within Saga.”
Spirit of Discovery’s Naming Ceremony will take place on the 5 July and HRH The Duchess of Cornwall was recently named the ship’s Godmother.
For more information, visit saga.co.uk.