' press conference Explora Journeys at the Seatrade Cruise Global trade show in Miami, the commercial director brand's Achille Staiano, stated firmly: "We are doing everything possible to reduce our environmental impact as much as possible."
The company has committed to having six ships in the water by 2028, each incorporating progressive sustainability improvements. “This is a new, exclusive, and transformative style of ocean travel that inspires exploration in all its forms,” the company stated. “We are leaving a legacy for the next generation, and everything we do must be aligned with that heritage.”
We spoke with Achille Staiano in Miami.
Nearly 31 years with the MSC Group, first in cargo, then in MSC Cruises, and finally appointed commercial director of the luxury company. How did you make that decision? Because luxury cruises are a complex concept to market, aren't they?.
Well, for me it's a learning process too. Luxury is another language, but having said that, I believe the way we've created Explora is another way of approaching the world of luxury, in a much more innovative, aspirational way—what we've called " The Ocean State of Mind," that is, a kind of mental state that connects you to the sea. A more personalized and complete way of bringing luxury to our guests, where the entire environment is luxurious: the material, the spiritual, the environmental.
Paying close attention to detail, with design features that make the ship look like a superyacht but are incredibly spacious and even offer 12 bars, 6 restaurants and up to 9 different culinary specialties, indoor and outdoor gym, several swimming pools, spa, libraries, etc.
All of this is designed to connect with guests who are very familiar with sea travel, but also with those who have never traveled by boat.
We've thought about the views you see in the mornings when you wake up, making them unbeatable, trying to avoid having other boats docked there, or at least the largest ones, ensuring the spa has an indoor and outdoor area so you can see the sea while exercising, and many other details we've thought about to make the experience truly unique.
Do you still think your product is geared towards families and a perhaps younger audience than the one usually associated with luxury cruises?
Yes, we firmly believe our product is suitable for any demographic. We've also introduced a 7-day itinerary that can be combined with another 7-day itinerary, a 9-day itinerary, or one of a longer duration, with embarkation and disembarkation at ports offering different access options, such as train, plane, car, etc.
This way we can cater to all kinds of people: those who have cruised before and those who haven't, from different backgrounds, families, couples, friends, and those who can take long trips or those who can only manage 7 days. We've considered all possibilities, with interconnected and/or enclosed suites for people traveling in groups, families, and/or friends.
Another important point is that, barring unforeseen circumstances, we've scheduled our arrival at the port not to be very early in the morning. This means passengers won't feel pressured to have breakfast too early if they want to take an excursion. Schedules shouldn't spoil your experience.
“The ocean state of mind” shows us the way to have the very best at sea and with the sea.
Explora has made many changes to key management positions within the company, as well as in other areas, very shortly after its market launch. What is the reason for this refocusing?
Launching a new cruise company, especially at the time we did, is no easy feat. As a company that constantly strives for innovation, we've undoubtedly made some mistakes, but our primary focus has been on agility, redirecting or adjusting aspects that weren't yielding the expected results or that could be improved or approached differently.
We have improved the itineraries and the destination experience, and yes, we have made changes in the organization and in the way we communicate who we are, all focused on giving Explora Journeys and "The ocean state of mind" the place they deserve.
We have listened and paid close attention to address any initial skepticism. I firmly believe we are on the right track, based on all the feedback we've received from our partners, customers, and even environmental authorities, which truly indicates we are doing something good.
What has been the profile of your customers so far? First-time cruisers or perhaps experienced cruisers from other companies who are trying your brand?
We're pleasantly surprised to have reached so many first-time cruisers, and that's precisely what we wanted to convey, moving away from the stereotype of mass-market cruises. We don't create cruises, but rather travel experiences, combining the sea, the destination, and exceptional onboard service.
What is your main source market so far?
Of course, the United States and Canada are very mature markets, and Europe is not yet so mature in this segment, even for our competitors, but it is growing strongly and will almost certainly be the next powerful market.
The UK, Germany, and even Switzerland are better positioned, but France, Spain, and Italy are starting to gain traction, along with Eastern European markets and, of course, the UAE and Saudi Arabia, which are very receptive to this segment. But we're not going to abandon any country; MSC, as a group, has distribution in 75 countries.
What can you tell me about Spain after the addition of Fernando Pacheco as general manager and Rafael Moreno as head of marketing?
Yes, we're already noticing the change. Both are highly skilled professionals with extensive experience in this market. Spain certainly has a significant growth opportunity with this product, and it's worth noting that sales in Spain are much more concentrated in distribution. We're making a concerted effort to increase brand awareness in the market.
We continue trying to reach those travelers who want to be surprised, and we believe that we have that "WOW" effect that the traveler who takes a cruise for the first time and has chosen us for it expects.
This year they are launching their second ship, the Explora II, in Barcelona in August, and have decided to keep both ships in the Mediterranean during the summer season. Why?
Yes, one in the western Mediterranean and another in the eastern Mediterranean, including Istanbul and the Greek Islands, touching all those small islands and more intimate places, offering the opportunity to explore them in a different way. Moreover, our approach to these places is as sustainable as possible.
Sustainability is the core principle for the MSC Group. Explora Journeys has also adopted the latest technological advances in this area.
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