The successful launch of a new ultra-luxury brand in the cruise industry presents a “huge opportunity” for travellers and travel advisors, says Chris Austin, Chief Sales Officer of Explora Journeys.
Nudging three months since its debut and this month’s official christening in New York, Austin told LATTE he understands why cruisers, and new-to-cruise audiences, have hesitated in booking.
“I don’t blame anybody for playing a bit of a wait-and-see game. We told a very bold story and the industry has unfortunately been impacted by ship delays, some multiple, times,” he explained.
“But I do think now is the time, now is the opportunity. There’s no need to be pausing and waiting.”
Explora Journeys is also extremely keen to have advisors not only book their clients on EXPLORA I but to sample the ship themselves firsthand.
Subscribe to LATTE Cruise’s free eNewsletter to keep up to date with everything in the luxury cruise space.The brand has also incentivised travel advisors to make their first booking. Launched in May, Explora Journeys’ Pioneer initiative is available to advisors who deposit on their first EXPLORA I or EXPLORA II journey before 31 December 2023. Those who book by the deadline will have access to a 7-day voyage of their own, known as an ‘Insider First Look’ sailing.
“I know not every travel advisor can experience the ship and be on the Insider First Look but they can lean into the testimonials of others and now they’ve got the resources to have the confidence to present the brand to their clients,” Austin said. “Lean into us, Nicole and the team. We have big expectations from the Australian market,” he said, acknowledging that the adoption from this region has been “fairly slow”. “#nomoreexcuses,” he quipped.Nicole Costantin, VP/Head of Sales, APAC for Explora Journeys said that although there are hundreds of ‘Pioneers’ on the books already from Australia, there is so much more potential. Advisors who are high-end cruise specialists have also been invited to the Insider First Look journeys in order to set their minds at ease.
“I think initially, advisors didn’t quite understand the initiative,” Costantin said, clarifying that once a client is booked (and deposited) the advisor has earned themselves and a partner a complimentary suite on a week-long sailing, anytime until the summer of 2024.
“There’s nothing like seeing it firsthand. We’ve talked a lot about Explora Journeys being the ‘Ocean State of Mind’ and how on earth do you translate that onto paper for your client. You have to see it.”
And the timeline of 31 December 2023 to be part of the Pioneer program is a hard deadline.
“We will not be extending that under any circumstances,” Costantin said.
Austin added that extending the initiative “dilutes the program’s value”.
Additionally, Explora Journeys’ Pioneers will hold that status “for life”.
“We’re trying to equip you to look more of a hero with your clients, so we will fund an additional onboard credit (otherwise known as a Journey Experience Credit), we want the travel advisor to present that offer to their client as if it’s from them,” he said.
Plus, an advisor can offer a client booking a second journey a 5% value saving.
“The advisor can say their relationship with Explora Journeys has earned them a further saving on the journey fare.
“It may take an advisor 18 months to make a booking but with their Pioneer status, they are hungry to get a second and a third guest, because of the benefits.”
“The portfolio of travel advisors from around the world who supported Explora Journeys first will get recognised,” Austin added. “We will do things for you. You could say, it’s the first element of a potential Travel Advisor loyalty program.
“Like everything we’ve done, we’re entering it from a different angle.”
