The rollout begins November 1, 2025 for Azamara Cruises itineraries and November 15, 2025 for Emerald and Scenic sailings. The aim is to reduce reliance on airport baggage handling and minimise delays or complications caused by check-in lines, customs clearance, or missed connections.
“At Ship&Play, we believe luxury travel should feel effortless from the very first step,” said Ship&Play Co-Founder and CEO Jonathan Marsico. “By turning luggage into a concierge experience, we eliminate one of travel’s biggest pain points and let our guests focus entirely on the journey, not the grind of getting there or home.”
“We’re always looking for innovative ways to enhance the guest experience and redefine what it means to travel in true luxury,” said Ken Muskat, President of Scenic Group, USA/LATAM. “Our partnership with Ship&Play brings a new level of ease and sophistication to cruising. From the moment a guest’s bags leave their doorstep, they can trust that every element of their journey with Scenic Luxury Cruises & Tours and Emerald Cruises & Tours has been designed for comfort, confidence, and exceptional care.”
Ship&Play, part of the same company behind ShipSticks, focuses on insured and trackable delivery of personal luggage for travellers seeking stress-free arrivals and departures. The company reports growing interest from cruise travellers who prefer to avoid moving heavy bags through multiple transport points.
For cruise operators, the collaboration aligns with ongoing efforts to simplify the pre-cruise and post-cruise journey, especially as itineraries attract older demographics or travellers on longer voyages who often bring more belongings.
The partnerships also extend new revenue opportunities to travel advisors, who can earn commissions from bookings while helping clients mitigate a common friction point in air-to-cruise travel connections.
“At Azamara Cruises, our priority is creating a seamless, elevated journey for our guests from beginning to end,” said Simon Blacoe, Vice President of Hotel Operations at Azamara Cruises. “By partnering with Ship&Play, we’re able to make the experience even more effortless – guests can arrive onboard already at ease, with their luggage waiting for them, and immediately immerse themselves in the destination-rich experiences that set Azamara Cruises apart.”
The initiative reflects continued diversification within premium and luxury cruise brands, focusing on removing barriers to travel comfort and providing an uninterrupted guest experience as soon as the journey begins.
Tags: Simon Blacoe, Azamara Cruises, Jonathan Marsico, Ship&Play, Ken Muskat, Scenic Group