Why cruise ship spas have changed dramatically

• Cruise ship spas have evolved from simple massage rooms into comprehensive wellness centers.
• Many modern cruise lines now offer services like Botox, IV therapy and teeth whitening.
• Spa services and access to thermal suites typically come at an extra cost to the cruise fare.

I tend to keep busy on cruises, but during a trip with Virgin Voyages, I set aside 75 minutes for dedicated relaxation.

I arrived at Redemption Spa aboard Brilliant Lady in September, where my massage therapist led me to a treatment room, past sleek, soft-lit spaces with porthole windows offering views of the water. Between the rocking of the waves and the warm salt stones on my back – unlike any ordinary massage I’d had back on land – I drifted off to sleep more than once.

Afterward, I had to leave to make a dinner reservation, but there are plenty of other ways for guests to unwind, including heated marble benches, hot and cold plunges, and a mudroom in its thermal suite. “You literally slather mud on yourself, let the steam do its thing, then wash it all away,” Nathan Rosenberg, the adults-only cruise line’s chief brand experience, marketing and momentum officer, told USA TODAY in an email.

Cruise lines have increasingly invested in their spa offerings in recent years. What were once more modest spaces offering massages and other select services have grown into comprehensive wellness centers, offering a vast array of options for guests seeking pampering and self-care. 

“Spas on cruise ships have completely renovated, upgraded, and gone massive, I would say, in the last decade,” said Adam Duckworth, president and founder of Travelmation. Here’s what to know:

How have cruise line spas changed over the years?

Duckworth traced the origins of modern onboard spas to the launch of Royal Caribbean’s Oasis of the Seas in 2009, which was the largest cruise ship in the world at the time. “It went from just a massage table, or 10 massage tables, and maybe mani-pedis in the spa area to basically a full-on wellness retreat, and they just kept stacking it from there,” he said.

Common services now include facials, acupuncture and even Botox. “I got my teeth whitened the last time I was on Celebrity, which was really fun,” Duckworth added.

Those facilities have become a draw of their own, according to Caroline Revnell, South America and cruise senior specialist at Audley Travel. “I guess before it was, if there was a sea day, people (would) go to the spa, whereas now people can actually choose their cruise lines based on what facilities might offer,” she said.

That varies across cruise line types, with smaller vessels typically offering pared-back versions. However, even on an expedition cruise through Australia’s remote Kimberley region, I took aboard Seabourn Pursuit in 2024, there was an onboard sauna where guests could watch sandstone cliffs pass by through a large window.

Why are cruise lines investing in spa offerings?

Cruise lines are leaning in – in different ways.

Virgin, which launched in 2021, designed its ships and programming with wellness in mind. Rosenberg said the company never wanted it “to feel like a bolt-on or some polite little corner of the ship. We wanted it embedded into the experience.”

That goes beyond the spa to include its food – with both lighter and more indulgent options – fitness classes like HIIT (high-intensity interval training) and cycling, and the sunrise Radiance (exclusive to Brilliant Lady) sessions, which incorporate stretching, breathwork, and a silent disco.

Virgin takes a nonprescriptive approach, and the spa is a key component of its strategy, as the cruise line often hears from guests that they want options. 

“Some people want recovery,” Rosenberg said. “Some want movement. Some want both. They might do a hard workout, grab a juice, hit the cold plunge, then spend time in the thermal suite. Others want the massage, the salt room, the blowout, the nails, and that is their version of wellness. All of that counts.”

MSC Cruises, which already has a robust spa program, will roll out new services at MSC Aurea Spa locations across its fleet this year. Those include IV therapy, permanent makeup and other “medical wellness” treatments; a head spa inspired by traditional Japanese techniques; ear piercing; Artificial intelligence-powered skin analysis and more, according to a news release.

“With this latest evolution, MSC Cruises is responding directly to a significant shift in guest expectations, particularly in the U.S. market, where travelers are increasingly looking for results-driven, personalised wellness experiences, not just relaxation,” Claudio Saviano, the cruise line’s head of spa operations, told USA TODAY in an email.

Mega-ships like MSC World America offer seemingly endless activities, from an onboard comedy club to the Lego Family Zone and the Cliffhanger swing ride. However, Saviano said MSC guests value the spa as “a place to reset, recharge, and focus on their own well-being, whether through a traditional treatment, a modern therapy, or a combination of both.”

Norwegian Cruise Line has also noted the appetite for that kind of programming. “Spa and wellness have become an increasingly important part of the cruise vacation, and Norwegian has leaned into that demand over the past several years with our newest ships in the Prima Class and the Prima Plus Class,” the company said in an email.

In the Mandara Spa & Salon on new vessels like Norwegian Luna and Norwegian Aqua, those include an infrared sauna that uses lamps to warm the body, a Floatation Salt Pool, and a charcoal sauna that reaches between 86 and 122 degrees – a facility the line bills as the first of its kind at sea.

“These ships reflect a reimagined approach to relaxation at sea, with more luxurious spa facilities, innovative treatments, and a serene design with a tranquil two-story waterfall,” the cruise line said.

Are spa services included with a cruise fare?

Generally, no.

Spa services are typically an extra charge, and prices vary depending on the cruise line guests are sailing with and the services they choose. My massage aboard the Brilliant Lady cost just under $300, for instance.

Onboard spas are also commonly operated by third-party providers.

Cruise ships often offer passes for thermal suite areas, which give guests access to amenities like plunge pools, hot and cold therapy rooms and heated loungers. Passengers may also be able to use those facilities before or after a treatment, such as a massage.

Some lines also have “spa-inspired staterooms,” according to Duckworth. “The cruise lines have focused them on wellness and relaxation,” he said.

Those include Celebrity Cruises’ AquaClass cabins, which come with access to its SEA Thermal Suite and an exclusive dining venue called Blu serving “clean cuisine,” along with in-room bottled water, a spa concierge, “preferential rates on AquaClass spa packages” and other perks, according to its website.

Access to certain facilities may also be complimentary depending on the cruise line and type, such as saunas or steam rooms on expedition ships, Revnell noted.

Duckworth said cruise lines risk losing out on market share if they don’t respond to growing demand for those amenities. “If cruise lines are not investing in their spa and wellness areas, they're going to lose the guests who specifically want that experience.”

Nathan Diller is a consumer travel reporter for USA TODAY based in Nashville. You can reach him at [email protected].