Explora Journeys, the high-end cruise brand from MSC Cruises, has its sights firmly set on the Asian market, blending cutting-edge ship design with culturally attuned luxury experiences.
Speaking to media at International Luxury Travel Market (ILTM) Asia Pacific in Singapore last week, Chief Commercial Officer Achille Staiano explained that the brand, with its mission to “redesign ocean luxury”, is readying for strategic growth across China and Southeast Asia.
“We launched our brand in China,” said Staiano referring to the Explora launch events in Hong Kong, Shanghai and Taiwan earlier this year,
The company has already established a regional footprint, with a local office laying the groundwork for both operational support and localised customer engagement.
One of the key aspects of the company’s Asia strategy is its nuanced approach to defining luxury. “Luxury has a very complex definition,” Staiano said. “I think that everyone has their own understanding of luxury.”
For Explora, the focus is on “attentional details” and offering guests “their own space”, he explained, but this has to be flexible when approaching new markets. “In China, a different way of approaching travel is needed.”
The brand sees Asia not only as a critical source market but also as a future deployment region, although Staiano stressed that the cruise line cannot be “everywhere at once”.
“Asia could be a good one for us, not only as an outgoing market in China and Southeast Asia, but also eventually as an investor,” he said.
Digital adaptation is central to Explora’s market readiness, he explained, with translations and digital payments cited as necessary steps for scaling up with Chinese customers.
