Explora Journeys is the new luxury brand of the MSC Group.
Article from CruisesNews magazine no. 62 – September 2022
The owners, the Aponte-Vago family, have enough experience in the maritime world in general and ocean pleasure travel in particular to have wanted to redefine the luxury experience in this segment, focusing on a new, more demanding traveler in every sense.
This connection with the sea, with a delicately sophisticated service and with destinations on extraordinary itineraries that will combine renowned areas with less-traveled ports will create this Explora experience.
The project was unveiled with a fleet of four ships equipped with the latest environmental technologies, which will begin sailing between 2023 and 2026. EXPLORA I sets sail in May 2023 and will offer 461 suites, penthouses, and oceanfront residences, all with panoramic views and private terraces. It also offers a selection of nine distinct culinary experiences, open-air bars and lounges, four swimming pools, expansive terraces with private Balinese beds, spa facilities, and refined entertainment. Inspired by the company's European heritage, Explora Journeys will provide guests with an immersive ocean experience.
INTERVIEW: Christopher Austin, Global Sales Director of Explora Journeys
As Chief Sales Officer for Explora Journeys, Chris Austin is responsible for the brand's global marketing strategy across all sales channels. In this role, he leads the Global Sales Organization, the Travel Experience and Excellence Center, and all B2B partner marketing initiatives to support the launch of EXPLORA I in May 2023 and EXPLORA II in summer 2024—the first two of six superyacht-style ships the luxury travel brand will introduce between 2023 and 2028.
Please define Explora Journeys and its value proposition to the luxury market.
Explora Journeys is a luxury travel brand belonging to the MSC Group and stems from the Aponte Vago family's long-held vision of creating a brand that redefines the luxury cruise experience for a new generation of discerning travelers. With the first ship scheduled to set sail in May 2023, the extraordinary itineraries will combine familiar destinations with less-traveled ports on a journey that celebrates new discoveries, allowing guests to reconnect with what matters most: themselves, their loved ones, and the world around them.
Explora Journeys is defined as a transformative escape at sea that inspires discovery in all its forms. With over 300 years of experience at sea, creating a luxury brand was the next natural step for the family, who have a deep respect for the ocean. Their long-term commitment is reflected in the significant investment made to create a fleet of six luxury ships inspired by superyachts.
What are the main differences that the brand offers compared to other luxury brands in the cruise business?
Explora Journeys has been designed with the guest in mind, through a true focus on hospitality. We have finalized and implemented the results of our significant investment in research and consumer intelligence, as reflected in the design of our fleet of ships, which are true resorts at sea.
Our ships have been designed in collaboration with one of the world's leading superyacht and hospitality designers (Martin Francis) to create a superyacht feel as opposed to a traditional cruise ship.
There are five key differentiators: space, variety of options, destination experiences, design, and sustainability, along with strong support for the travel agent community, hence our B2B2C strategy.
Based on the feeling of discovery on three levels—Active, Social, and Personal—we offer a modern and cosmopolitan boutique hotel atmosphere.
It's often said that luxury cruises are for small ships with a capacity of no more than 500 passengers. Explora doubles that number… How have we redefined the experience?
Our ships have been thoughtfully designed with this purpose in mind. They will offer the highest guest-to-space ratio in our class: 1:25.1. Each of our suites, penthouses, and residences features floor-to-ceiling windows and spacious private terraces to maximize your connection with the sea and create a truly immersive experience.
Our 35-square-meter Ocean Terrace Suite is the largest in its class. On board, guests will enjoy a selection of 18 dining venues with 11 distinct culinary experiences spanning all corners of the world, 12 unique bars and lounges, an extensive entertainment program, four heated swimming pools, one of which is an indoor pool with a retractable glass roof and another "adults only", plenty of open deck space and 64 private Balinese beds, "wellness and spa" facilities plus a panoramic running track and a casino.
Guests will enjoy complimentary in-suite amenities including a welcome bottle of champagne and a bottle of liquor of their choice, a variety of dining options across 11 venues, including 6 restaurants (5 included), and a fee for the sixth, Anthology. We also offer 3 dining experiences in our lounges and in-suite dining, unlimited beverages (including the suite's minibar), access to the thermal spa area, onboard gratuities, and unlimited Wi-Fi throughout the ship. Additional services are also included for our Penthouse and Residence guests. Extensive research conducted by Explora Journeys over the past few years indicates that our brand will appeal to both seasoned travelers and those potentially new to luxury cruising. We will attract multigenerational families with 78 connecting suites, solo travelers with a fare supplement ranging from 15% to 75%, and small, specialized groups with our exclusive "Journey Together" group programs.
Exclusive destinations are extremely important on a luxury cruise. Tell us about the company's destination plan?
Explora Journeys offers some truly remarkable destinations, blending legendary ports with lesser-known gems off the beaten path. This provides a more relaxed and immersive travel style, allowing for a more authentic experience. EXPLORA I will depart from the Mediterranean and continue through Northern Europe, Iceland, Greenland, the USA, Canada, the Caribbean, South America, and the Panama Canal, concluding its first year with a round-trip voyage to Vancouver and Hawaii. Its second year begins with 10- and 11-day round-trip voyages to Alaska from Vancouver. The inaugural year's itineraries offer celebrated destinations like Saint-Tropez, Bordeaux, and Reykjavik from a fresh perspective, interspersed with hidden gems such as Kastellorizo, Bozcaada, and the Lofoten Islands. The trips will include overnight stays in unconventional destinations and arrival and departure times, allowing more time to discover the destination, as well as sailing days so our guests can discover their connection with the sea.
Did the pandemic change or modify the EXPLORA I project or construction in any way?
Our vision to enter the luxury market was clear long before the pandemic. The pandemic allowed us to closely monitor the sector and react accordingly. It also gave us the opportunity to pause and understand what truly matters on a deeper, emotional level. COVID-19 increased the need for personal space, further reinforcing our commitment to offering space and different alternatives to our travelers, but we didn't change or halt our plans. In fact, we announced two more ships during the pandemic, bringing our fleet to a total of six.
How important is the Spanish market to the brand? How are you managing your relationship with travel agents in this country?
As a European brand, the Spanish market is especially important, and we look forward to welcoming many guests from Spain and other European countries. European guests will travel with like-minded passengers from around the world, including North America, the UK, Asia Pacific, and Latin America.
Our travel agents are a key part of our B2B2C strategy, and we have developed an effective policy, programs, and tools to support them. Designed through careful listening, we are offering our Spanish travel agents attractive commissions with no NCFs (Non-Commissionable Fares). This is the industry's first Instant Commission Payment Program, whereby travel agents can earn commissions upon receiving deposits or when the client pays in full.
All extras and add-ons booked by our travel agents are commissionable, and we offer flexible policies for seamless name changes and modifications. With input from travel agents, we have designed and launched an online help center to support our agents in promoting the brand. Travel agents will find all the information they need, including a software application suite for online training, a marketing software suite for accessing all our digital tools, news and update headlines, booking and presentation tools—all backed by our extremely generous and flexible commercial terms. I am also immensely proud of the team we are building in Southern Europe to support this particularly important market. Paul Potrykus joined our global sales team in April of this year from Rosewood Hotels & Resorts. Paul is the Head of Sales for Southern Europe and joins a growing and highly talented team of Business Relationship Leaders, all of whom have extensive experience as consultative salespeople and are committed to supporting our travel agency partners. Next year we will expand Paul's team.
MSC is a family-owned company, and the family itself is always involved in the design and construction of the cruise ships. Is this the case with Explora Journeys?
Absolutely. Explora Journeys is a passion project, a dream and a vision of the Aponte Vago family, and they are very involved in the design of the ships, the guest experience, and indeed in every decision that has been made.
How did the name Explora Journeys come about?
Our name is inspired by our PASSION for exploration and discovery, along with an inherent RESPECT for the world's seas and oceans. That's why our modern and elegant brand logo subtly reflects the CURVES and MOVEMENT of the sea and waves.
The symbol in our logo is inspired by a mandala and was designed by Alexa Aponte Vago. Rooted in spirituality, the mandala pattern represents a journey of discovery and self-realization, a key element of our story. The lotus flower illustration symbolizes the purity of body, speech, and mind. The fleur-de-lis represents humility and our connection to our European heritage.
Explora Journeys is designed to inspire the desires of DISCERNING TRAVELERS to discover—the world around them, their loved ones, and to reconnect with themselves—in a way that no other luxury brand has been able to offer until now.
“Explora Journeys ships have been designed to create a superyacht feel as opposed to a traditional cruise ship.”.
Luxury travelers are increasingly aware of sustainability and the environment. What will they do to reduce their impact?
As a family, and therefore as a brand, we have a deep respect for the marine environment, the destinations, and the communities we visit. We equip our ships with the latest environmental technologies and emissions control systems, including engines that run on very low-sulfur marine diesel. We are members of the WTTC (World Travel & Tourism Council) Environmental Sustainability Committee and are committed to preserving the environment for future generations.
The EXPLORA III and IV will now be powered by LNG (Liquefied Natural Gas). Both ships will be lengthened by 19 meters to accommodate a new-generation LNG and hydrogen-based system.
The EXPLORA V and VI will feature a new generation of liquefied natural gas (LNG) engines and will also be equipped with the latest industry-leading environmental technologies and solutions, including a liquid hydrogen containment system that will allow them to use this promising low-carbon fuel. The hydrogen fuel will power a six-megawatt fuel cell that will produce emission-free energy for the onboard hotel and allow the ships to operate with zero emissions in port with their engines off. MSC is committed to achieving net-zero greenhouse gas (GHG) emissions from its cruise operations by 2050.
