UK travel agents are ‘absolutely vital’ to the ultra-luxury cruise line Explora Journeys, says President Anna Nash, who adds that she’s keen for the company to attract agents who are new to the brand, even those who’ve never even sold cruises before.
The UK is Explora Journeys’ second-largest market, after the US, and the majority of its bookings are made by travel agents, so it makes sense that the company is eager to cast its net wider to bring in more partners.
But how do you sell a boutique, ultra-luxury line like Explora Journeys – the luxury brand of the MSC Group – especially if you’ve never sold a holiday at sea before?
Anna’s top tip is to sell a cruise just like you would a hotel, but emphasise that on a ship, guests have the added benefit of being ‘untethered’.
“When you’re in a hotel lobby, you see people who are always rushing or stressed that they can’t get that restaurant reservation across town; on a ship, it’s calm, guests slow down, we take care of everything so they can relax,” says Anna.
“There is something magical that happens to guests on a ship; because we are moving them, psychologically they give themselves permission to stop. They can read a book, relax. A cruise is great for busy minds, working professionals. We really see people giving themselves permission to slow down,” she says.
Coming from a hotel background (she joined Explora Journeys in 2024 from Aman and previously held roles at Rosewood Hotels and Orient Express), Anna is on a mission to make ships ‘as revered’ as luxury hotels.
“I hate the word luxury, though,” she adds. “It means so many different things, so instead of talking about luxury, talk about the elegance, the sophistication.”
This leans into Explora Journeys’ new brand campaign, which carries the tag line ‘Maybe the best hotel isn’t a hotel’ and encourages consumers to look at cruising through an entirely new lens.
The campaign, Explore the Ocean State of Mind, presents Explora ships as luxury hotels, but with the added benefit of a different view every day, and access to multiple destinations with one check-in.
It prompts consumers to think ‘maybe’ a cruise ship is better than a hotel, and Anna says agents should do the same, encouraging clients to think ‘maybe a cruise’.
Anna believes there is an opportunity to switch customers from hotel brands such as Belmond, Rosewood and Mandarin Oriental to Explora Journeys, especially as 30% of its guests are first-time cruisers.
Her second tip is to emphasise the service. “As soon as you see crew in their uniform, you feel a sense of community and that is what we have on these ships. For the staff, this is where they live, they are welcoming guests into their home. They get to know you by your name, they know how you like your coffee, your favourite cocktail. You don’t get this in a hotel,” she adds.
Another unique selling point, says Anna, is the ‘sense of awe’ first-time cruise guests feel when they walk onto a ship and experience their first holiday on the water. “There is a curiosity about the ships, how they float, they’re these hotels that sail across the ocean.
“And when you sail into a city, Valletta, for example, you are really seeing it from a privileged viewpoint. You don’t just land somewhere, you have this amazing experience of arrival.”
Nothing beats first-hand knowledge to help sell a product, so Explora Journeys will be inviting agents to see its third ship, Explora III, when it visits Southampton on 17 August and 9 September this year. A select number of partners have also been invited on a three-night shakedown cruise from 29 July.
Explora Journeys currently has five ships on sale, with Explora III joining the fleet this year and Explora IV in early 2027, followed by Explora V at the end of next year and Explora VI in 2028. The latter’s itineraries will go on sale this May.
