PONANT’s 2IC, Belinda Hindmarsh, has revealed the “magic recipe” to the Aussie and Kiwi traveller market’s success in the Australian and New Zealand market.
In Australia for a combination of both business and leisure time, Hindmarsh raved about the local market to media last week in Sydney, recognising Aussies and Kiwis as “one of the most advanced, knowledgeable travel communities…in the world.”
Her comments come as the number of New Zealand travellers exploring the Kimberly with PONANT doubled compared to the year prior.
“Both in terms of the travel trade, in terms of their knowledge and expertise, but also in terms of the consumers,” the Deputy CEO of Global Business said. “I might be a little biased,” she quipped, being a New Zealander who has grown up around the world and now calls Rome home.
Subscribe to LATTE Cruise’s free eNewsletter to keep up to date with everything in the luxury cruise space.“They are well-travelled, generally. They have a great view of what they want. They’re very direct, which makes our lives actually easier.”
“But they also have a sense of adventure and are willing to be open-minded and look for recommendations,” Hindmarsh explained.
“And I think this is part of the magic recipe that is fueling the incredible growth that PONANT EXPLORATIONS Group is seeing in this region.”
“It’s that open-mindedness, that willingness to do something unique and different, and that trust in us to propose new and exciting adventures, which is what we’re all about.”
She continued, noting: “It’s all about offering exploration, offering unique and memorable opportunities to travel this wonderful globe and do that in a very comfortable way.”
Hindmarsh believes what it “boils down to” are three key subjects – PONANT’s “pioneering spirit, our complete focus on sustainability, and the unique, iconic destinations that we bring people to.”
PONANT’s heritage dates back 36 years to Marseille, France. A company founded by a group of “passionate sailors” who wanted to lure customers to “unique parts of the globe” aboard the original sailing yacht, Le Ponant. Today, PONANT EXPLORATION Group’s fleet comprises 19 ships – a combination of ocean expedition ships, yachts, catamarans, small ships and now, through the acquisition earlier this year of Aqua Expeditions, river ships. In early 2026, the number will grow to 20 when Aqua’s newest vessel launches in Africa.
“That DNA was already part of our story. It was all about sustainable exploration, and we haven’t stopped doing that since. The Group has grown, and we are much bigger, but the storyline continues.”
“The other piece that makes us unique is that we are deeply anchored to the luxury ecosystem,” Hindmarsh continued.
“We’re very fortunate to be owned by the Pinault family, and we’re part of Artemis.”
“The Pinault family luxury holding group, which puts us in class with our sister brands like Gucci and Balenciaga, Bottega Veneta, Christie’s Auction House, Château Latour. There’s a long list of incredible sister brands that we’re fortunate to benefit from being partners with, learning from each other and being part of this incredible Artemis Group.”
“That sets us apart. It’s that pioneering spirit, sense of adventure and the luxury connections that we have.”
While on the topic of sustainability, Hindmarsh lauded PONANT’s purpose is to protect the planet.
“It’s the visionary, deep care and impact and the fact that it is part of the DNA. It’s not something we bolt on,” she explained.
PONANT is a frontrunner in leading the charge for ship innovation. In mid-2023 the cruise company revealed plans to develop a zero-emission vessel under the “Swap2Zero” moniker, planned to launch by 2030.
Hindmarsh said that the brand’s focus on innovation and investing time and “building teams that evaluate how we can make a difference and build the new fleet of the future, that’s going to help not just us but the entire industry make a difference in this space.”
