Explora I has been described as “a game changer” in the luxury cruise arena by Pierfrancesco Vago, executive chair of Explora Journeys parent MSC Group. The 922-passenger ship was launched in July with a series of sailings in northern Europe before repositioning to New York for the naming ceremony in October and carrying on south for a maiden Caribbean season.

“We are offering journeys that redefine the very essence of luxurious ocean travel,” Vago said at the ship’s naming. “We are looking to attract a wider group of discerning travellers who have experienced the finest luxury land-based resorts, but seek more value, more authenticity, and a deeper connection to the world.”

David Celino-Stock, travel advisor with Bexley-based Tickets Travel, said cruise sales “had gone berserk” with so many people keen to book, and particularly interested in smaller ships, meaning a perfect opportunity for Explora Journeys.

He stressed it was crucial to provide opportunities for agents to see ships and sail when possible: “It makes such a difference to agents when we have seen and experienced the cruise lines so we can really understand what is best for which customer.” 

Explora I has 461 Ocean-Front Suites with terraces, six restaurants and a Chef’s Kitchen, 12 bars and lounges, four swimming pools and nearly 1,000 square metres of wellness and fitness facilities, including an extensive spa and indoor-outdoor gyms.

As part of a €3.5 billion deal with Italian shipbuilding firm, Fincantieri, Explora I was the first of six ships to launch, with Explora II entering service in summer 2024 and operating in the Mediterranean and the Middle East until April 2025.

Explora III and Explora IV, which will both be powered by liquefied natural gas, will launch in 2026 and 2027 respectively. In 2027, Explora V will enter service and in the following year, Explora VI will launch. A range of top-level sustainability features are built into all the ships to minimise impact on the oceans and places visited, and the godmother for Explora I is Dr Sylvia Earle, the renowned marine biologist and oceanographer.

This event was specifically held at new London property 1 Hotel Mayfair, due to its parallel sustainability ethos with both Explora Journeys and TTG Luxury. Sustainability is increasingly important for customers too, Judith Fauld, manager for luxury tour and cruise for Premium card members at American Express, said. With many years of experience in the space, she added she had also noticed the average age of her cruise customers was definitely coming down.

“We’re really seeing the younger market – our 35-60-year-old cardholders – show an interest in cruising,” she said. “Explora Journeys fits well with our clients on many levels, particularly from the sustainability angle, as this is something very important to them.”

Standing out

Melanie Williams, founder of Hermes Travel, said while she sold a lot of luxury cruise trips with existing lines, she still thought there was a gap in the market for a brand with a new approach like Explora Journeys. “We work with many of the key companies, and this feels quite different.”

Dan Nickless, founder of DNA Travel, agreed there was potential for new luxury ships in a fast-growing market. “It’s now about building those relationships, so luxury agents know who they can work with at Explora Journeys and go from there. We all know that luxury is about relationships, so it’s good to keep working on that.”

Priti Mehta, head of sales UK & Ireland for Explora Journeys, said she was proud of the team she had built so far, with a three-strong agent-facing team of Raj Mistry, Andrew Schweitzer and Jenny Wade, with more to be added soon.

Nickless added the “stigma” around cruise only being for older travellers was definitely easing. “I was a bit unsure myself to be honest, but now I get the appeal, and many clients are thinking the same.”

Mehta added Explora Journeys was proud of its relaxed, less formal approach, and was also family-friendly. “We don’t make a big deal about it – but like everything we do, we have thought about the needs of every level of traveller, whether they be children, solo travellers or those with more diverse needs. Younger couples who love an amazing hotel will also find Explora Journeys appealing; we are much more like a hotel than a traditional cruise ship.”

Sinziana Renciuc, sales and finance director for Exsus Travel, said the operator had seen so much demand for cruise it was now planning a cruise brochure for 2024 and looking to expand its sales team in this area. “We will build the cruise team out to include a product manager and bring specialists in – as much as 95% of our sales now comes from agents, and this is what they are telling us they want to see more of.”

Mehta said while luxury travel advisors had been crucial in the launch of Explora Journeys, it was exciting to see luxury tour operators building up their cruise product as well. “It’s really important for us to work with the trade in all ways to help them create extended exciting holidays with Explora Journeys as a key feature.”

Alex Bentley, head of product for Audley Travel, said Explora I looked “like a Ferrari on the water”. “It looks so fresh to me – it’s exciting to see a new brand with impressive expansion plans, I think this fits with where luxury demand is heading, we just need to elevate the differentiation among the cruise lines.”

Mehta stressed one differentiation as the calibre of “Luminaries” on sailings, these being the experts and inspiring speakers who share destination or thematic knowledge. “When we were in Edinburgh, we had a brigadier from the Royal Edinburgh Military Tattoo, who could really bring the whole thing to life.”

John Warrington, director of London agency Janaway Travel, said he had probably taken more than 40 cruises over the years, and had convinced many people about the benefits. “Most people are so surprised by how much they enjoy it and then just keep returning. It’s also great value for money for what you get as part of the trip,” he said.

Kristie Deane, a travel designer with Cartology, is somewhat newer to cruising, sharing she had started off with her first river cruises only recently, and now understands the opportunities. “The river cruises really opened my mind. I was captivated by the places we went, often remote, or best seen from the water, and I think cruise has a lot of potential.”