New Explora Journeys chief keen to ‘change the narrative’ around luxury cruise
Explora Journeys’ new president Anna Nash is on a course to change the “stigma” still sometimes attached to cruising as the ultra-luxury line sends its second ship off on its maiden journey.
The new president of Explora Journeys has spoken of her plans for the line at the launch of Explora II in Civitavecchia just days after her appointment was announced.
“I’m in observation and listening mode at the moment,” Nash told TTG Luxury. “It’s my ambition to change the narrative, as I believe there’s a stigma to cruise in certain demographics. It will be my first task to establish who our guests are, who we are reaching, and how we can get them onboard. I am using my time with this launch event to speak to trade partners and get their views.”
Nash has 25 years’ experience in global ultra-luxury travel, including more than a decade with Aman, and added she was impressed with all aspects of this 922-guest ship.
“I like the design aesthetic, which combines a refined ambiance with a modern residential vibe. There’s no doubt the architects looked at cruising through a different lens and conceived a sophisticated European hotel that has its home on the ocean,” said Nash.
“I have joined this visionary cruise company at a very exciting time. However, with Explora II comes 461 additional suites that we need to sell. The UK is our second-largest market, accounting for about 20% of sales. I need to take stock of how we can enhance these numbers.”
With this doubling of capacity, Explora Journeys is expected to grow sales out of the UK market said Antonio Paradiso, international sales vice-president of the MSC Group cruise division.
“During the summer of 2025, Explora II is sailing in the western Mediterranean, and Explora I is located in the eastern Mediterranean so this has allowed us to consolidate our position,” he said . “We can now offer a range of shorter, easily combinable voyages. With Explora III arriving in 2026, we will expand our offer further. To meet the high demand from the UK trade, the summer 2026 programme will be published shortly.
“Our unique cruise programme of European-based itineraries gives us fantastic opportunities to host more travel advisors. To date, more than 300 UK and Ireland travel partners have enjoyed ‘Insider First Look’ fam trips.”
Paradiso added that the ultra-luxury line would continue to help increase product knowledge in the trade and “engage in co-marketing at the most important industry events”, including the upcoming Abta conference.
“With more than 80% of bookings in the UK coming from the trade, we have enlarged our sales force with a new sales executive looking after Scotland and Northern Ireland, as well as one in Ireland. The teams urge agents to take full advantage of our no, non-commissionable fares policy.”
James Cole, founder of Panache Cruises, was among a handful of high-profile trade partners onboard. “I’m excited to meet Anna, and I believe that her significant knowledge of opulent hotels and expertise in uncompromising hospitality will bring an added dimension to a cruise brand that’s already established itself in the luxury cruise arena,” he said.
He was in no doubt about one essential element of the Explora experience. “The food is unquestionably the best at sea. The Marketplace is off the charts in terms of quality and variety. The all-inclusive concept devised by Explora Journeys is set for an exciting future as a standout cruise brand,” Cole said.
The two-hour christening ceremony included a performance by West End star Kerry Ellis and renowned vocalist Tony Hadley, who sang the Spandau Ballet classic True.
A magnum of Ferrari Brut was smashed on the ship’s hull after godmother, Rosalba Giugni, founder and president of the Marevivo Foundation, performed the ceremonial aspect of the event. The inauguration concluded with a unique drone light show dancing in the night sky.
Explora Journeys has also just celebrated the keel laying of Explora III and the steel cutting of Explora IV at the Fincantieri shipyard in Sestri Ponente, near Genoa, Italy.
Explora III, set for delivery in 2026, will be the first of four new liquefied natural gas-powered ships in the Explora Journeys fleet.
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