A “laser-focussed vision” and “improved internal coordination” at Explora Journeys saw booking volumes for the ultra-luxury cruise brand pick up from September 2024, says Anna Nash, President of the cruise line.

In Monaco earlier this month at The Summit – Forbes Travel Guide’s annual conference of luxury travel partners from around the world – Nash told LATTE, Explora Journey’s key strategy in late 2024 was centred on “brand focus and awareness”.

Consequently, “we’ve seen dramatic growth in terms of bookings, since October 2024,” she said.

Nash, who happened to arrive at Explora Journeys around the same period, said the growth was also in line with the brand’s less “sporadic strategy” of the past, which swung from juggling trade, to B2B to B2C.

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“We’re now firmly focused on having set commercial strategies. A better alignment and laser-focussed vision, we’re going into 2025 with very healthy budgets based on the volume predictions, and I think we’ll finish this year in a very, very strong position,” Nash told LATTE.

“We’ll exceed our volume targets. From September onwards the volumes really started to pick up.”

Now, 18 months young, and operating with two ships, EXPLORA I and EXPLORA II, Nash says it takes time for a new luxury brand to find its place.

“It does take time to build awareness and visibility. But of course people already had plans in place when Explora Journeys debuted. You’ve got to give people time to read about the product, become familiar. Understand where its positioned in the market.”

She said brand awareness is “about a continuation of visibility. Being that constant reminder that we are there, we are a new brand, and then giving people the reason to place their trust and confidence in us to book, and we’re seeing that now,” she said.

With no new ships entering Explora’s fleet in 2025 (but another four in the pipeline to be delivered through 2028), Nash said this year is a “big housekeeping year,” providing an opportunity for the team to regroup, and the former Aman Chief Commercial Officer to break down the entire end-to-end customer journey for an overhaul.

A key priority is ironing out any glitches facing B2B partners, before launching the next year, in order to provide a truly first-class, seamless, very easy booking experience for our guests.

New messaging and a slightly softened tone of voice is being adopted with Explora Journeys’ latest marketing, coupled with softer images. Nash says the move is “a little more in tune with the luxury feel.”

And Nash says the uptake of more ultra-luxury brands and hoteliers coming into the cruise and yachting segment is a positive for the entire cruise industry.

“Cruising is definitely having this wave of momentum. People are curious about it. People want to learn more than perhaps they did before when it wasn’t on their agenda or thought process. We are definitely in a really good position to capitalise on this amazing opportunity ahead.”

Lead image: Approaching EXPLORA II from a tender. | Image: LATTE Luxury News