In her latest return to the luxury expedition space with the launch of Pearl Expeditions, Sarina Bratton and her team are rewriting the rules, steering away from mainstream models that dominate the sector with a focus on boutique experiences and a refusal to discount.
From vessel design to distribution strategy, every element signals a clear departure from corporate cruise conventions. The result is a product that is personal, exclusive and entirely guest-focused.
LATTE has just returned from two nights in Dili, Timor Leste aboard Paspaley Pearl, Pearl Expeditions’ new vessel, which will set sail on its inaugural program of voyages in late July.
“I’ve probably put more time and effort into this than I’ve done in any start-up before,” Bratton told LATTE aboard the ship, reflecting on her deep personal investment in the project. “It’s not corporate. It’s boutique. And that changes everything.”
At the heart of this new venture is a clear, commitment to the top of the market. “We charge more, and we’re proud to charge more,” Bratton stated plainly. “And as we develop the product more and establish our off-ship credibility, we’ll charge more again.”
This reflects her deep understanding of the luxury market. And with the venture backed by Australian pearling family Paspaley, it simply makes sense. “You never see Paspaley pearls being discounted,” she explained. “The same applies here. Rarely do you see boutique, high-end products discounted. That’s not who we are.”
Subscribe to LATTE Cruise’s free eNewsletter to keep up to date with everything in the luxury cruise space.Instead of racing to fill capacity with discounts, the team is focused on creating extreme value – through design, experience and authenticity.
Unlike many expedition lines that have grown into the 100- to 200-guest space, this operation is staying intentionally small – and that’s by design. “We don’t belong in that space. We belong in the boutique space, the under-50 metre space, and that’s where we sit. It’s a different market. Different tactics. Different expectations.”
Bratton has built her reputation as the first lady of cruising through her successful launches of a number of products in the Australian market including Norwegian Star, Orion Expedition Cruises and PONANT. So what’s different this time around?
“This time, I have significant influence over the look and feel of the vessel,” Bratton explained. “We’re not being dominated by a corporate style. We’ve created something that feels like home – elegant, relaxed, but also edgy.”
From Paspaley Pearl’s design to the on-board atmosphere, the vibe is refined and understated. “It’s not in-your-face luxury,” she said. Her aim is to craft an experience where guests feel at home – not waited on with formality, but welcomed into an environment that’s as stylish as it is deeply comfortable.
“I wouldn’t have had this opportunity if it was a corporate structure. This time, it’s a family-owned business,” she continued. “We can make decisions based on what we believe the guest will enjoy most – not what a head office dictates.”
That vision is already resonating. Despite a late market entry, with the official launch held just last week, interest levels are very encouraging with much coming from former Orion guests. “We haven’t gone out to get any of this – it’s come to us,” Bratton shared. “That’s very encouraging.”
The sailing program itself, unveiled in May, has been carefully crafted around seasonal patterns and a deep respect for local communities, reflecting a strategy that prioritises both environmental conditions and meaningful social impact.
As Bratton explained, the summer months are perceived as a difficult time to challenge in the region. “But when you have a look at the map… you’ve got this whole band that goes across, and that’s where we’re going to be.” This approach ensures the vessel navigates regions at their best times, moving from the northern part of Australia’s winter into temperate climates with minimal cyclonic conditions.
Additionally, the program fosters strong community relationships, with Bratton recounting how local elders from villages previously visited by Orion have already requested their return. Paspaley Pearl’s small ship size means shore visits will take just 30 people at a time, enabling “impactful” and “respectful” interactions that have a positive impact on both guests and local populations.
The team is also taking a different market approach. “We’re not looking for mass distribution,” she explained. “We’re working with specific agents who ‘get’ the product. Some of our best prospects aren’t even traditional cruise sellers – they sell high-yield African safaris. One agent told us, ‘I’ve never sold a cruise before, but I’m sold on this.’”
Ultimately, this is about reclaiming control – of the product, the guest experience, and the definition of value. “This is not just a business,” Bratton concluded. “This is a chance to do it right — and do it differently.”
