New eco expedition line to target ‘best agents’ as it readies for debut

However, she added: “We want to go to the market directly. We’re not just here to build ships and operate them. We want to build a strong brand. We want to sell through tour operators, travel agents and also direct to customers.”

Bijaoui said Selar had so far met with luxury travel company Black Tomato and had plans to sit down with Abercrombie & Kent soon.

Asked what a Selar passenger looked like, Bijaoui said: “Our target clientele is between 40 and 55 years old – people who want to spend money on making memories that last a lifetime. We’ll adapt to passengers’ physical fitness, but we do say that Selar is more hardcore than others.”

Spontaneous adventures

The line’s maiden programme features expeditions including Dive with Orcas in Norway and Ski and Sail in the Fjords. Prices range from £15,000 to £50,000.

Explaining the Dive with Orcas expedition, Selar said: “With no set itinerary, the crew will take you on spontaneous adventures through the unique landscapes of the Norwegian fjords: paddleboarding or kayaking, observing humpback whales and meeting locals in quaint fishing villages. As night falls, look up to witness the mesmerising northern lights.”

Selar’s vessels will have five solid sails and use 20,000 sq ft of solar panels. The ship will cruise without any noise, vibration or smell, with the line claiming a 90% reduction in carbon emissions compared with any other ships operating in Antarctica.

“This is a significant step for the maritime sector, which currently emits as much CO2 as the aviation sector – and is only increasing,” the line warns.

Bijaoui noted how difficult it is to reach zero emissions when operating “big ships”. “You have to reduce the size,” she said, adding: “If you spend eight hours on a ship, that’s going to use a lot of energy.”