Explora Journeys makes strategic play for Chinese traveller

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The official launch of Explora Journeys in China this month represents an important milestone in the cruise line’s global expansion, according to Global President Anna Nash. A series of carefully curated events were held in Hong Kong, Shanghai and Taipei to introduce the brand to media, travel advisors and “luxury tastemakers”. “Our entry into China marks a milestone in the global growth of Explora Journeys, and we are honoured to introduce our distinctive vision of ocean travel to one of the world’s most sophisticated and fast-evolving luxury markets,” Nash said. “As part of this special moment, we unveiled our brand, Chinese name and logo – a reflection of our long-term commitment to the region as we continue to grow and thoughtfully shape our presence here.”

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Although Explora Journeys has been welcoming Chinese guests on board since its 2023 launch, this represents its first strategic play into the key market. “We are already seeing encouraging interest from this market and look forward to welcoming more Chinese guests aboard, inviting them to explore the world with cultural curiosity, considered design, and a deep connection to the ocean,” Nash said. In order to deepen local engagement, Explora Journeys has established accounts on WeChat, WeChat Video Channel and RED (Xiaohongshu). A bespoke WeChat Mini Program will also launch soon, enabling travellers to explore itineraries and make reservations seamlessly within their preferred digital ecosystem. The cruise line has also appointed Ambassadors fluent in both Mandarin and Cantonese to deliver “culturally attuned” service at all stages of the customer journey from its Experience Centre.

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