Introduction This research focuses on a new cruise experience with Britannia. It covers the design of the boat, décor, and designers. In addition, the research highlights entertainment and meal experiences believed to be beyond what other cruise ships can offer. Britannia’s Design Britannia has a capacity for over 3,647 guests, and it is the largest ship ever built for the UK holiday market (Griffiths 2015, p. 9). The state-of-the-art ship combines elements of freshness and modern styling to create perfect harmony that defines classical elegance in its interiors. The interior reflects conceptualisation of the best Italian designers at Fincantieri. They are among the world’s finest hospitality designers. They have created some of the most luxurious interior designs for some of the most iconic structures in the world. They were focused on developing public utility areas that captured the tradition and elegance of Britannia. At the same time, the designer elevated the interior design to create a more contemporary element of past, present and future. By concentrating on fluid curves and elegant lines, lightened spaces and the acceptable recreation of public spaces, the designer symbolically approached the interiors of Britannia with a sense of music and architecture. That is, the designer aimed to develop interiors that could tell stories, which guests could easily relate with during the voyage. It reflects a combination of music, architectural elegance and geometry (Osborne 2013). The key to interior design in Britannia is the use of visual interaction and related effects to reflect exactly what customers wanted (Griffiths 2015). In this manner, travellers can easily connect with the architecture instead of just moving through it in a passive manner. The interior design of Britannia sought to evoke the sense and splendour of a design done gracefully to enhance striking textures, lighting effects and contemporary use of materials. Height and majestic spaces have been used to amplify grandeur in every part of the ship. At the centre of the ship, for instance, the designer introduced a central atrium to create visual effect. With three decks higher, Britannia’s interior adorns a spacious stainless steel structure that reflects modernity. It creates different experiences as travellers explore various areas of the ship. The skylight for the atrium creates a perfect backdrop for the space light projection. Travellers have opportunities to experience wispy cirrus clouds and the reflected image in water, and the atrium changes its colour during the evening to create a magnificent starlit constellation. Britannia has hallmark venues done with a different method. For instance, ship’s main dining area occupies a double floor and offers a nice view of the sea. At the same time, the interior is bright to reflect contemporary, design and provides a new definition for incomparable dining experiences. The ceiling is curved and strong to bring out the rising ceiling while chic, customised furnishings and current glass lighting have been installed just for Britannia. At the centre of the room, there is a curved copper casing enclosing a large wine tower with an excellent collection of th