American Cruise Lines Continues to Add New Ships and Destinations

This article originally appeared in the April issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.

American Cruise Lines (ACL) bills itself as America’s largest cruise line with the newest fleet in the U.S. It’s a claim made with good reason: Over the past few years, the Guilford, Conn.-based company has expanded at a rapid pace, adding new ships and new destinations.

The line currently operates 21 vessels (with more on the way) on over 50 itineraries. In 2025, it will visit 125 ports in 35 states. Among its itineraries for this year is a 51-day “Great United States” cruise, the longest river cruise in the U.S.

The company began plying the Mississippi River system in 2012 aboard the historically styled Queen of the Mississippi, and in 2018 it introduced American Song, the first of its new class of modern riverboats with multi-story glass atriums and private balconies in every stateroom. Since then, it has continued to add new itineraries on the Mississippi, Hudson, Columbia/ Snake, Potomac and Florida rivers.

Six Classes of Ships

With six distinct ship classes, ACL offers a broad range of choices under the small-ship umbrella. Each vessel accommodates less than 200 passengers, with the smallest carrying just 90 guests and the largest with room for 180. All are U.S. flagged and built at the company’s Chesapeake Shipbuilding yard in Salisbury, Md.

“We see a lot of potential in the market, and we want to build into the demand and modernize the U.S. cruise industry,” said President and CEO Charles B. Robertson, who took over from his late father and company founder Charles A. Robertson in 2020.

One of the line’s biggest challenges is getting the word out about river cruising in the U.S. “When you say river cruises people think of Europe, and maybe only think of Europe,” he said. “There are great rivers all over the world, and we’re focused on showing people that they can do it here in the U.S.”

The target market for these cruises is generally Baby Boomers. “It’s mature, affluent Americans,” Robertson said. “They’ve been around the world, and they want to explore their own backyard.”

The Line’s American Origins

From the construction of its vessels to its naming practices, the company takes great pride in its American origins. Every itinerary is domestic, every crewmember is American.

As a cruise product, the line distinguishes itself by “who we are” and “what we are not.” Under “who we are” is an inclusive cruise package covering gratuities, port fees, Wi-Fi, selected cocktails, wine and beer, and most shore excursions. Hotel stays are included for some itineraries, as is airfare on select sailing dates.

Under “what we are not” comes casinos, swimming pools, pre-paid beverage packages and inside staterooms. Altogether, it adds up to a cruise experience that appeals to travelers who don’t want the bells and whistles of big ships, but still are looking for something roomier and a bit more luxurious than what other small-ship lines may offer.

A Unique Onboard Experience

The line’s all-American crew is an integral part of the onboard experience. “I think they give us our very unique character, which is sophisticated but congenial and, in a way, casual,” Robertson said. “It’s comfortable on board. We’re not a white-glove service type of environment. It’s very friendly. Our emphasis on personal interactions is really important, in guests among themselves and between guests and crew. And that’s really only possible with the American crew that we have.”

Cuisine has an American emphasis as well, with menus tailored to the region in which the ships are sailing. “We feature both American classics and regional specialties that are locally sourced,” Robertson said. So, there’s surf-and-turf on every cruise, plus dishes like Cajun red fish on the Mississippi River. Enrichment and entertainment focus on Americana, too, with resident experts and local performers who come aboard in the evenings.

Diverse Itinerary Roster

The company’s U.S.-flag vessels allow for itineraries that sail solely in U.S. waters, embarking and disembarking at American ports in New England, the Southeast, the Mid-Atlantic, Alaska and the Pacific Northwest. Beyond the coasts, ACL has of late concentrated much of its capacity on America’s inland rivers.

To maintain that leadership position, ACL plans to continue its shipbuilding momentum for the foreseeable future, Robertson said. “We intend to be building at least three ships per year going forward to expand the market and replace our older ships over time.”

The company’s latest design, a go anywhere concept called the Patriot class, will debut this summer. “We need to watch what our global competitors are doing and make sure we’re better than that. That’s best done on new equipment that has the hotel amenities and guest experience that most modern travelers are expecting, meets environmental demands and regulations, and is the best platform we can provide to the guests,” Robertson concluded.

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