There was a lot of excitement when the Four Seasons announced it was building a luxury boutique yacht/cruise ship. However, at the time I expressed both my skepticism and belief that it really would have no effect on the luxury cruise market.

Today it was announced that two of its most integral people have left the company.  Both Larry Pimentel – its President and CEO – and co-founder Phillip Levine have left the company and Levine is selling his stock in the venture to the remaining shareholders.

There is no word as to why the top executives have left, but suffice it to say, after the debacle at Ritz Carlton, my concerns over whether hotels should be involved in the cruise business seem to be playing out. Hotel Chains Entering the Cruise Business: What’s the Impact? (goldringtravel.com)

While I do hope Four Seasons can right its ship, I offer – as I had with Ritz Carlton (which seems to be improving) – don’t let the emotions associated with brand loyalty get in the way of reality.

Proceed with caution!