A planned residential cruise ship touted as “the most luxurious in the world” is incorporating giving into its sales pitch, according to The Wall Street Journal’s Wealth Report blog.

Along with private units selling for $3.9-million to $24-million, hotel rooms, typical cruise amenities, and regular stops at cultural and sporting events such as the Cannes Film Festival and the Olympics, the 971-foot, $1.1-billion “Utopia” will feature an on-board philanthropy office to keep a database of residents’ giving interests, connect them with like-minded donors, and organize events to support favored causes.

“This project is not just about people spending on themselves and living a luxurious lifestyle on the ship,” said David Robb, chairman of Utopia Residences. “It’s also about traveling with purpose and meaning.”