TUI Cruises' "InTUItion" Class: New Luxury Strategy with Hotel Design and LNG

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TUI Cruises is ringing in a new era, setting its sights on a more discerning clientele. With the new "InTUItion" class of ships, which includes the already-sailing Mein Schiff Relax and the upcoming Mein Schiff Flow (due in 2026), the cruise line is signaling a clear strategic realignment. A central component of this strategy is the collaboration with the Hamburg-based interior design firm JOI Design.

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Choosing JOI Design is a deliberate move. The firm is internationally renowned for designing high-end hotels on land, including brands like Marriott or Steigenberger. TUI Cruises is now importing this luxury expertise to the high seas to appeal to a "more sophisticated" audience.

The design concept consciously breaks with what is often seen on cruise ships. Instead of loud colors, JOI Design relies on a "very calm color scheme" reminiscent of the beach and sea. The goal is an elegant yet relaxed atmosphere. Large window fronts are also intended to blur the lines between indoor and outdoor areas.

After JOI Design already designed the Junior Suites on the Mein Schiff Relax, the contract for the Mein Schiff Flow was expanded. The Hamburg firm is now responsible for central, identity-shaping areas such as the atrium, the Captain's Bar, and the French bistro—a clear sign that the concept was well-received by the cruise line.

However, JOI Design is not the only premium partner. TUI Cruises has assembled a true "Dream Team":

  • Rolf Benz: The German premium furniture manufacturer supplies custom-made sofas for the cabins.
  • Tillberg Design (Sweden): The renowned ship design office is designing the standard cabins.
  • Elektra (London): Specialists responsible for the entire lighting concept.

This division highlights the strategy: efficiency for the masses (standard cabins) and specialized luxury for the high-margin premium areas (suites, public zones).

Built by Fincantieri in Italy, the ships set new standards for the fleet with around 160,000 GT (Gross Tonnage) and space for nearly 4,000 passengers. Parallel to the design, the guest experience is also being upgraded.

For the first time, there is a consistent "ship-in-ship" concept: Suite guests receive exclusive access to their own sun deck and lounge. Additionally, there is a 25-meter pool, an infinity pool, an expanded wellness area (including a cryotherapy chamber), and a total of 14 restaurants.

A decisive factor in the realignment is sustainability. The "InTUItion" class runs on liquefied natural gas (LNG) and is "future-proof," meaning it can also be operated with bio-LNG or e-LNG in the future. A shore power connection, Euro-6 catalysts, and innovative onboard waste treatment underscore the environmentally conscious approach.

A decision in September 2025 proved that this strategy of luxury design and high-tech sustainability is working commercially. After the Mein Schiff Relax had been successfully in service since March 2025, TUI Cruises ordered two more identical sister ships.

This multi-billion dollar investment (with planned delivery in 2031 and 2032) replaces a previous order for the sister brand Marella Cruises. It is the strongest possible validation: The "InTUItion" concept is a success and serves as the blueprint for the TUI fleet of the 2030s.