A Conversation with Martin Lister
When guests browse a cruise programme, it’s easy to focus on the destinations waiting to be explored. But long before a sailing appears in a brochure, a great deal of thought has gone into shaping the journey.[ReadMoreMob] From choosing destinations and the right time to visit to planning memorable moments along the way, every itinerary begins with a simple goal: helping guests discover more.
We sat down with Martin Lister, Head of Product Innovation, to discover what goes into creating memorable journeys at sea.
Where does the inspiration for a new cruise begin?
It usually starts with an experience. We might be inspired by a natural phenomenon, a scenic route that’s particularly suited to one of our smaller ships, a fascinating cultural event, or a destination that offers something different at a particular time of year.
When we’re developing new itineraries, we’re always asking ourselves what will help guests discover more. That could mean sailing through spectacular scenery, looking out for wildlife, exploring local cultures or witnessing something extraordinary. The destination is important, but it’s usually the experience that comes first
What makes a destination or route right for our smaller ships?
Our smaller ships allow us to experience destinations differently. Their size means we can navigate waterways and visit ports that some larger ships can’t access. That opens up some particularly interesting possibilities for Balmoral, our smallest ship.
It might mean following a narrow waterway, exploring a lesser-known destination or bringing guests closer to the landscapes they’ve come to see.
How do you choose the best time of year to visit?
Timing is one of the most important elements of itinerary planning. A destination can feel completely different depending on when you visit, so we look at everything from seasonal scenery and wildlife activity to local events, daylight hours and weather conditions.
Sometimes those details can transform an experience. That might mean visiting when flowers are in bloom, choosing a season that offers good opportunities to spot wildlife, or planning a sailing around a natural event. It can also mean visiting at a quieter time of year, when there’s more space to enjoy the surroundings.
Which 2028 itinerary was the most challenging to create?
Our Amazon & Antarctica cruise was particularly rewarding to create. The challenge was how to build on the success of our 2026 Antarctica voyage, which achieved exceptional guest satisfaction scores, while continuing to offer our grand voyage guests something new.
The result was a unique journey combining our return to the Amazon for the first time in nine years, and the only UK sailing to visit the region, with another exploration of Antarctica. Both destinations sit firmly off the beaten tourist track, requiring months of planning and close collaboration with our operational, navigational and technical teams to create an itinerary unlike any other in our collection.
Is there a sailing in the new programme you're particularly proud of?
I'm particularly proud of our Nine-Nations Baltic cruise, as it showcases one of cruising's greatest advantages. In a single two-week holiday, guests can visit nine countries and experience a wide variety of cultures, destinations and landscapes - all while only unpacking once. We designed the itinerary to go beyond the usual Baltic highlights, combining well-known cities with lesser-known destinations to create a broader and more complete picture of the region,delivering a breadth of experience that would be difficult to achieve through any other type of holiday.
What is one detail guests might be surprised to learn you consider when planning a cruise?
Probably how much thought goes into the moments between destinations. We consider the experience at sea as carefully as our time in port, looking at scenic cruising opportunities, arrival times, chances to spot wildlife and how each day flows into the next.
Sometimes what lies between one destination and the next turns out to be every bit as memorable.
Finally, what do you hope guests will take away from the 2028 programme?
We know the most memorable holidays are about much more than the places you visit. They are about the moments along the way, whether that's sailing through spectacular scenery from the deck of one of our smaller ships, uncovering fascinating local cultures, or witnessing some of nature's most extraordinary spectacles.
Our 2028 programme has been carefully designed to help guests discover more of the world around them. Showcasing the very best of each destination, these sailings offer opportunities for deeper exploration and memorable experiences, helping guests uncover something new and create memories that stay with them long after they return home.
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