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Explora Journeys, the emerging luxury cruise brand of the MSC Group, has ordered four 1,000-passenger ships, the first to arrive in 2023 as Sales Executive at Seabourn and previously Head of Sales for the luxury portfolio of Starwood Hotels & Resorts for 20 years. News editor Johanna Jainchill asked Austin if Explora would be any different.
Chris Austin
Q: How will Explora differ from other luxury cruise lines?
A: Explora is a vibrant, cosmopolitan, European luxury brand that was invented in the heart of Swiss hospitality and luxury in Geneva. By investing heavily in research, surveys, focus groups and consumer intelligence, we have developed a brand that appeals to the discerning luxury traveler and supports our travel advisor community.
Explora enables guests to relax, create memories, and experience what we call the “ocean state of mind”. We want every guest and travel consultant to feel this as soon as they get in touch with us. For guests on board it is a feeling that is different for everyone, but by traveling slower and deeper we ensure that our guests leave exhilarated and not exhausted.
Q: What did the focus groups tell you?
A: There was a very common theme among the consumers we surveyed, namely not designing another classic, traditional luxury cruise ship. They asked for space, choice, privacy, relaxed comfort and elegance. We listened carefully. They wanted an experience where they could immerse themselves in enriching travel destinations, meet like-minded people and reconnect with their true selves.
Our fleet has been built and designed specifically for Explora by some of the world’s leading superyacht and luxury hotel architects and designers. Our ships offer one of the highest host-to-guest and guest-to-room ratios in the luxury category, the largest lead-in suites, the largest terraces, residences with up to 3,014 square feet of indoor and outdoor space, a variety of Indoor and outdoor lounges and redefined entertainment.
Q: You are already in contact with travel consultants: What is your trading strategy?
A: The travel advisor community has the most “preferred” status with us. Our guidelines support our collaborative approach. You are brave, industry leader, and put the consultant and agency owner first. From our ongoing commission program, where commission is paid upon receipt of deposits and final payment, no NCFs, commissions for add-ons, and guidelines for easy relocations and name changes, we are committed to a simple and intuitive way of working together.
Currently, travel agents can schedule an appointment with an ambassador from our Explora Experience Center who will allow them to put a waiting list on a specific suite for one of eight inaugural trips in Explora I’s first year, including our maiden voyage.
These waiting list requests are without obligation or down payment until mid-September of this year, when the same consultants can then convert their waiting list into a stored booking and earn a commission at that time. All of this is open for sale in front of our public.
I encourage consultants to request appointments. Additional resources are being developed, such as an e-learning suite, a marketing suite, a performance suite and others. By listening, we develop tools and programs that add value and are relevant to travel consultants.
Q: Explora is the first cruise line to be invited to Virtuoso’s preview program. What kind of feedback do you expect from them?
A: The feedback ranges from details in the suite to culinary experiences and our perfect trip. Any advice, however shared, is passed on to our leadership team and carefully scrutinized. Our partnership with Virtuoso provides a greater reach through our “by appointment” service to collect such feedback, to ensure that our service offering remains entrepreneurial, innovative and reflects our brand DNA.
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