With the global market for luxury cruising poised for rapid growth, Anna Nash is a woman on a mission, keen to tap into this momentum and affirm Explora Journeys as a ‘trailblazer’ in a sector dominated by some longstanding giants.
The brand was created as a personal passion project by the Aponte-Vago family, founders of MSC, the world’s largest shipping company, and there is no doubt this lineage provides a rock-solid foundation in the world of seafaring generally. But Nash hopes to now use a background of hospitality flair gained from land-based brands such as Rosewood, Orient-Express and Aman to carve a firmer place for it in the luxury landscape.
The good news is she’s pushing at an open door: figures from CLIA show that from 2024 to 2030, the luxury cruise tourism market is expected to see a compound annual growth rate of 12.32%. By 2030, the luxury cruise tourism market is expected to reach nearly $18.3 billion.
And according to Statista figures, capacity in luxury cruise ships is expected to increase from about 615,000 passengers in 2019 to more than 1.3 million passengers in 2027. This growth will need to be driven not only by loyal repeat cruisers but also by a rising number of first-time cruisers drawn to the appeal of luxury and adventure at sea.
“Explora Journeys is a challenger brand,” says Nash, “a family-owned business that knows the sea inside and out.” She adds this is not just another luxury cruise line – but one that’s here to transform the way people think about cruising.
A new vision
“We need to focus on making the ship the destination, which I think people have actually been moving away from,” she says. Unlike traditional cruise brands where itineraries often take centre stage, she says Explora can place the ship itself at the forefront of its offering. From ultra-sophisticated onboard amenities to curated dining experiences and luxurious suites, she says the ships should be positioned as destinations in their own right.
“I think it’s really about positioning the ship to guests as an ultra-elegant, sophisticated hotel whose home is the sea. I think it’s just a different way of looking at the narrative,” she muses.
This shift in focus could also prove key to attracting the holy grail: younger, first-time cruisers who might so far have been put off by outdated perceptions of cruising as a confined, pre-determined experience.
Nash believes that today’s travellers, especially younger generations, seek more freedom and flexibility. “We offer that freedom on board,” she explains. “Our ships are designed with generosity of space, privacy, and choice. It’s about creating a sense of adventure, relaxation, and spontaneity, where guests can explore both the world and themselves.”
Indeed, Nash believes this flexibility can be one of Explora’s most compelling selling points. She says that with shorter combinable itineraries which visit lesser-known ports, guests can immerse themselves in local cultures while avoiding the crowds or some of the more traditional tourist destinations.
When it comes to itinerary planning, this is done under the expert eye of Captain Francesco Di Palma – who is based in the company’s Stockley Park office here in the UK – along with the Aponte-Vago family, and Nash says she is finding this to be one of the most exciting parts of the new role. She points to some examples of lesser-known ports in the Med to feature in 2025 as including the likes of Skiathos, Syros, Mytilene, Fiskardo in Greece; Bozcaada in Turkey; Rovinj in Croatia; and Porto Santo Stefano in Italy.
“Visiting the lesser-known destinations and ports really enables our guests to discover the local culture and to go off the beaten path and explore at their own leisure,” adds Nash.
The line has just unveiled its summer 2026 journeys, including those for its newest ship Explora III, which will set sail for its seven-night maiden journey on 3 August 2026 from Barcelona. The arrival of Explora III means the addition of new destinations and itineraries across Northern Europe, Iceland, Greenland, the east coast of the US, and Canada, including ports such as Flam (Norway), Riga (Latvia) and Aarhus (Denmark).
Time for growth
Nash joined as president of Explora Journeys just one week before Explora II’s launch in September, and will now be overseeing considerable growth, as four more ships are set to be delivered in 2026, 2027 and 2028, with future builds focused on LNG or hydrogen power and a net-zero mission by 2050.
That’s a lot of ships to fill, but Explora Journeys has well established itself in key markets, particularly the UK, which already accounts for 15-20% of the brand’s business. However, Nash has ambitious plans to grow this further, with a goal of reaching 25-30% of business booked in the UK.
“The UK is a critical market for us, both for luxury cruising and for luxury hospitality in general,” she says. “We have an incredible relationship with our travel partners here, and their support has been crucial to our early success. Things will just take time.”
As a luxury brand, Nash knows that educating travel partners is key to Explora’s long-term growth, with Nash saying she is committed to ensuring they are equipped with the knowledge and tools they need to sell the product effectively.
The Explora Experience Centre has grown significantly, expanding from around 40 team members in 2023 to over 75 in 2024. “It operates beyond traditional UK office hours, with team members providing 24/7 support from offices in Miami [US], the UK, South Africa, and Australia. This goes hand in hand with the Explora Travel Advisor Centre [ETAC], which advisors can access online at any time,” Nash explains.
ETAC includes a booking suite; marketing suite for digital and print assets; and a performance suite with personalised reporting dashboard for advisors. They will also find news and press releases there, and the “knowledge suite” which is updated regularly with self-navigated training modules and ‘how-to’ videos.
Elevated fam trips
The company’s initiatives also extend to the Insider First Look programme, seen as central to Explora’s trade strategy. Via these elevated fam trips, the sales team has so far hosted 330 UK and Ireland advisors to experience the brand firsthand onboard, a number that is expected to grow significantly in the coming year.
While there are no scheduled UK ports of call for Explora I or Explora II in 2025, the team will host an estimated 10 sailings for agents, hosting around 50-100 partners on these throughout the year.
Nash says she also plans to spend more time with UK trade partners, joining them on appointments and making herself available for desk-side meetings. “We want our partners to feel confident and well-equipped,” she explains. “We know that selling luxury cruising can involve more detail than a traditional land-based vacation, and we want to make sure our agents have all the information they need to confidently recommend Explora to their clients.”
She adds she is still “in listening phase”. “But I’ve always had a close relationship with and a deep respect for travel partners throughout my career. I understand how important it is to have meaningful trustworthy relationships with travel advisors, because their success is our success. Explora drives huge volumes of business through travel partners, and I think that’s one of the big differences between hotels and the cruise industry,” she says.
Looking ahead, Nash says the current focus is also on continuing to polish the offer as two ships continue to bed in, and on refining Explora’s identity while enhancing the customer experience. The next year will also see the launch of Explora’s first loyalty programme, Nash teases, which will further strengthen relationships with both travel partners and consumers.
“We’re looking at every aspect of our business,” Nash says. “From refining our customer journey to enhancing our trade tools, we’re always focused on making sure we’re aligned with our vision for the future. We’re really feeling in a very strong position.”
Next generation
As luxury brands like Four Seasons, Ritz-Carlton, and Aman begin to expand into the ocean cruise sector, Nash sees this as a positive development for the industry as a whole. “Their involvement will raise awareness of the appeal of ocean-based travel, which will benefit the industry and attract even more people to luxury cruising.”
Nash acknowledges that people who have never set foot on a cruise ship before will be the biggest opportunity – of which there are millions. Currently, new-to-cruise passengers make up around 24% of Explora Journey’s guests.
Crucial to growth will be embracing new trends in travel, particularly the rise of multigenerational travel, and Nash is keen to point out that Explora’s ships are “family-welcoming”. Infants between 6-23 months sail free and toys are available in-suite, along with elements such as smaller bathrobes, slippers and hangers, baby cribs, blankets, linens and pillows. Children between 2-17 years old are eligible for additional savings of up to 50% off the fare and The Nautilus Club is open every day from 9am to midnight; adult-only spaces have also been preserved however, such as the Helios Pool & Bar on deck 12.
“We are seeing multigenerational families book our Residences so that they have an area to socialise in as a family. Likewise, we know many travel advisors have gone on to personally pay to sail with their own families following experiencing an Insider First Look fam, taking their children and parents,” Nash says.
But it’s not just about families either – with increasing numbers of female solo travellers (many of them 50-plus) looking for options, cruise could be the perfect place for them. “Solo travellers are drawn to the sense of community and camaraderie onboard,” Nash says, “as the cruise experience offers both privacy and social connection.”
Globally around 12% of Explora’s guests are travelling onboard alone, while from the UK market specifically, solos make up for around 7% of guests. The line’s Solivagant Society was created for guests travelling alone (or perhaps travelling with a partner who does not wish to socialise so much), where activities and events are arranged for likeminded guests to meet onboard.
“We’re appealing to a wide range of travellers,” Nash said. “From multigenerational families to solos; to younger generations looking for adventure and freedom, Explora Journeys is a place where everyone can find their own space.”
And despite her impressive CV, Nash seems filled with humility over scooping one of the best jobs in luxury cruise: “I often pinch myself about who I have worked for, but I feel it’s a combination of really being very choosy about the brands, and being part of their story at the right time, where I’ve been able to make a difference. And I think working for family-owned businesses where you are known, intimately as a person rather than just a number of an employee, has always appealed. You’re able to make your mark.
“I’ve been very fortunate, but I’ve also worked incredibly hard throughout and made lots of personal sacrifices to get where I am. For me, it’s always been much more than a job. I’m really blessed here also to have inherited an incredible team. We’re all very aligned on our vision. And for anyone out there considering moving into ocean-based travel – I’d highly recommend it!”
