Explora Journeys is attracting a new wave of cruisers, with the trade playing a key role in the fledgling cruise line’s journey, according to Nicole Costantin, Head of Sales for the ultra-luxury cruise brand.
Launched in 2021 as the ultra-luxury arm of MSC Cruises, Explora has quickly established a distinct identity, with Australia and New Zealand proving to be key markets for the brand. The region is now its fourth largest contributor globally.
This success is, in large part, the result of a bold step by the cruise line of putting its trust firmly in the trade, rather than directly targeting consumers, Costantin shared. “We did put all our eggs in one basket,” she told the Virtuoso ANZ Forum in Perth last week.
Subscribe to LATTE Cruise’s free eNewsletter to keep up to date with everything in the luxury cruise space.But it’s a gamble that has paid off, she said, with Explora significantly expanding its reach over the past few years. “In 2022, we opened the office, the APAC office, in Sydney. 2023 we launched EXPLORA I, and in 2024 we launched EXPLORA II,” she recalled. This last milestone marked a pivotal moment, she said, helping to change perceptions of the brand.
“Once we launched EXPLORA II, we noticed a huge shift,” she said, adding that the feedback from guests has been overwhelmingly positive, with comments about the cuisine, service, and suite sizes frequently using the words “relaxed, luxury, and perfection.”
The appointment of Anna Nash, formerly of Aman Hotels, as President only strengthens this position, according to Costantin.
“Our positioning with Explora Journeys has always been very clear,” she said. “We are a luxury boutique hotel on the ocean, and the appointment of Anna just reinforces that.”
In a recorded message shared at the Forum, Nash shared that Explora Journeys had quickly gained recognition for its innovative approach to ocean travel, which appeals to a new type of traveller. “Currently, we are attracting up to 24% of bookings from individuals who have never cruised before,” Nash added
“This trend highlights Explora’s success in breaking traditional cruising stereotypes.”
“Our journeys appeal to a broader audience of luxury travellers who might have previously opted for land based high end vacations, opening a new revenue stream for you this year and beyond.”
