Launching on 1 May, the brand will fall under the Panache Cruises umbrella, but will have its own distinctive logo. Founded during the pandemic in 2020, the Chorley-based agency was named Luxury Cruise Agency of the Year at the 2025 TTG Luxury Travel Awards.

Founder and chief executive James Cole said: “We have sold expedition cruises since we launched; now we’re expanding our portfolio and dedicated connoisseurs, our in-house expert consultants.

"We have a team dedicated to growing our expedition brand across cruise line liaison, product and sales. We’ve also invested in stunning imagery and incisive copy on the dedicated Panache Expeditions website."

Speaking exclusively to TTG Luxury, Cole explained: “Every one of our connoisseurs dedicated to Panache Expeditions has experienced an expedition cruise, including sailings to Antarctica, the Arctic, the Galapagos Islands, Alaska, Greenland, Svalbard and inside Norway’s Arctic Circle.

"They’ve also had personal knowledge of each expedition cruise line we’re promoting."

Panache Expeditions will work with Silversea Expeditions, Seabourn Expeditions, Scenic Luxury Cruises, Atlas Ocean Voyages, HX Expeditions, Ponant Explorations, Celebrity Expedition Cruises, and National Geographic-Lindblad Expedition Cruises, as well as other cruise partners.

“Our dedicated expedition connoisseurs are always on hand to inspire and advise our clients and answer the many questions they’ll have,” Cole added. “Expedition cruising is a niche choice; we recognise this and are ready to guide our clients to make the right decision with both destination and ship.

“Having experienced several expedition ships, I wholeheartedly believe our role as specialists is to inspire and guide our clients to book the right cruise for them, which hopefully ensures a life-affirming experience.”

Cole added Panache’s focus would extend beyond Polar regions. “Explorations by sea encompass the many and varied positioning voyages undertaken by expedition ships in the shoulder seasons.

"These sailings head to a wealth of rarely visited areas and far-flung ports. This is a treasure trove that we will promote to our clients seeking experiential holidays that are off the charts when it comes to bragging rights."