As of 2026, the most significant "new" cruise presence in San Francisco is Virgin Voyages, which has established a seasonal homeport at Pier 27. While San Francisco has long been served by Princess and Holland America, Virgin’s arrival marks a shift toward an "adults-only," boutique luxury market for the West Coast. Their ship, the Resilient Lady, offers a series of "Pacific Coast" and "California Coastal" itineraries that depart from the Embarcadero, featuring stops in Santa Barbara, San Diego, and Ensenada. These cruises are distinct for their lack of buffets, no kids under 18, and a heavy emphasis on nightlife and "slow-travel" shore excursions. Additionally, Explora Journeys, the new luxury brand from MSC, began its inaugural San Francisco departures in late 2025, offering high-end "Ocean Journeys" to Hawaii and the Pacific Northwest. The Port of San Francisco has also recently upgraded Pier 27 with shore-power capabilities, allowing these new vessels to "plug in" and turn off their engines while docked, making the city a preferred hub for the industry's newest, most environmentally conscious ships.