Ritz-Carlton announced a plan today for a brand extension that marks a first for the hotel industry: an expansion that will take its luxury brand to the high seas. An in-depth report by Bloomberg concludes that the company is building the anti-cruise ship.

“As part of the newly minted Ritz-Carlton Yacht Collection, the five-star hotel brand will launch three small, ultra-luxury ships with laid-back itineraries and spacious, open-concept design schemes that flip the traditional cruise experience on its head,” Bloomberg reports. “The maiden vessel will pull out of the shipyard late in 2019, with bookings opening next May.”

Bloomberg says the move has the effect of “disrupting two industries in one fell swoop.” The report notes that “this will be the first time guests can combine cruise and land vacations with a single operator, by booking pre- and post-hotel stays with Ritz-Carltons in port cities.”

We encourage readers to click on the link above to Bloomberg to read the full report.