Enter James Cole; he’s in a buoyant mood ahead of the third anniversary of the agency he created when he returned to travel in July 2020, Panache Cruises, a venture that earned him the title of John Hays Entrepreneur of the Year at the 2021 Travel Industry Awards by TTG.

"Although we started at the height of the pandemic, it’s actually benefitted us in some ways," explains Cole, who co-founded and ran Cruise118. "We held out a helping hand to customers – and they appreciated that."

He makes it sound easy – it was anything but. The Chorley-based firm, like most companies, faced a tumultuous time as the rules governing travel constantly changed.

"It was difficult, but the cruise lines appreciated our positivity during the pandemic," Cole says, stressing he will "always be grateful" for the industry’s support for his then fledgling business.

"But despite the difficulties, we’re here now to tell the tale, and this year I’m really pleased to say we’re on track to sell more than £20 million of luxury and ultra-luxury cruises."

Key to Panache’s success, Cole insists, is its team of cruise experts, which will grow by 30% this year thanks to a fresh recruitment drive. 

Investing in people

"We’ve made really good progress and we’re all exceptionally happy with where we are," says Cole. "We’re really pleased with the team we’ve got in place, which has grown from 13 to 40 people."

Panache plans to quadruple the size of its office this year to accommodate its growing team – and to create a space where, Cole says, people "want" to come and work, not "have" to come and work. 

Cole also attributes some of the brand’s success to a strong focus on mental wellness, wellbeing and motivation. "It’s exceptionally important we look after people in the short, medium and long-term," he explains.

This will be achieved through a number of in-person wellbeing sessions led by external coaches, office massages by trained professionals, and the introduction of private medical cover for all staff.

The importance of investing in his team, their wellbeing and their workplace is very evidently not lost on Cole; a strong team of motivated travel experts, he says, can only lead to one thing – a positive return in bookings and sales.

And his conviction is paying dividends. "Business has been fantastic so far this year," he enthuses. "Sales have performed well beyond our expectations."

Cole confirms the post-Covid booking curve is now starting to slacken, with customers beginning to book further out to "far-flung" destinations for longer durations as they focus on "bucket-list" experiences to make up for lost time during the pandemic.

However, despite the industry’s positive start to 2023, Cole believes there is still more to do before travel is firing on all cylinders again.

"I think the industry, as with most in the UK, is still in recovery mode," he continues. "Things are undoubtedly better than they were this time last year, but I think there’s still a little way to go."

New wave 

He does, however, see opportunities for businesses like Panache and others operating in the luxury and ultra-luxury market to further boost business by capitalising on the wave of new ships and additional capacity taking to the water over the next few years.

By Cole’s own admission, Panache’s launch was tough, but in keeping with the entrepreneurial streak that won him his award, he advises others to come up with a "solid plan" and go for it.

"Everyone starts with the same blank sheet of paper – you need to have a plan of what you want to do and what you want to achieve longer term."

His advice? "Ask yourself what can you do today to make sure you keep moving forward tomorrow," he says, adding it is – in his experience – only through determination, motivation and a "relentless" commitment to implementing that plan that those goals can be achieved.

"Setbacks – both big and small – will happen, but make sure you get over them and you’re relentless with your implementation," he adds. "Just don’t lose sight of that end goal. If you keep your eye on that goal and you keep on track, you’re going to get there."