For most of Saga's history as a cruise line it has had to make do with second-hand ships acquired from other larger operators. In recent years however it has been able to raise additional capital to modernise its fleet and it has recently retired all of its older vessels in favour of its first ever new builds, Spirit of Adventure (launched in 2019) and Spirit of Discovery (launched in 2020). That promises to be a real game changer for the line as it has been able to create its own identity and can finally offer the kind of high quality accomodation and modern leisure and entertainment facilities that its customers have come to expect.
In line with the brand positioning of its parent company, Saga Cruises caters exclusively to the over 50s market.
That is a large but competive section of the market to go after and the significant recent investment in new ships is a clear sign of intent that Saga plans to offer an increasing premium product going forwards. Its pricing reflects that and is competitive with the top end of the mainstream market.
Although it may be marketing at a primarily older demographic, Saga is evidently targeting the young at heart and has chosen a consciously modern boutique style of decor for its new ships.
That sets the tone for a more laid back holiday experience, although still with plenty of nods to established cruising tradition such as an impressively grand main dining room and plenty of sophisticated entertainment options before and after dinner.