Explora Journeys President Anna Nash explains the strategy behind the brand's new global campaign, which positions its ships as floating boutique hotels and reinforces its commitment to attracting luxury travelers beyond the traditional cruise audience.
With the launch of its new international campaign, Explora Journeys proposes a new way of understanding ocean travel: the ship is no longer just the means to reach a destination, but the destination itself. In this interview with CruisesNews, its president discusses the brand's positioning as a "floating boutique hotel," the growing interest from travelers in the luxury hotel sector, the fleet expansion with EXPLORA III , and the role of sustainability and innovation in the future of the premium cruise segment.
Explora Journeys has just launched a new global campaign that provocatively suggests that perhaps the best hotel in the world has no address. What strategic approach led the brand to position itself so clearly as a floating luxury hotel rather than a traditional cruise line?
From the outset, we didn't want to create just another cruise line. Our ambition was to develop something truly distinct within the ocean travel landscape.
We observed that many of today's most discerning travelers identify with top-tier hotels and resorts. They seek thoughtful design, spaciousness, intuitive service, and a sense of tranquility. When we conceived Explora Journeys, we deliberately set out to offer an experience that speaks the same language as the world's finest hotels.
That's why describing Explora Journeys as a five-star floating boutique hotel isn't just a marketing concept, but the reality of the experience. All our suites face the sea and feature private terraces; the public spaces have a residential feel, and the service is highly personalized and intuitive. The ocean simply becomes the direction.
The idea that perhaps the best hotel in the world has no address reflects the spirit of freedom that defines our brand: a place where guests feel completely at ease while the horizon constantly shifts around them.
The campaign revolves around the idea that “the ship is the destination” and the concept of “the best of everything, everywhere, all at once.” How does this philosophy redefine luxury sea travel for today’s traveler?
For a long time, sea voyages have been conceived primarily around the itinerary. The ship was perceived as the means of connecting one destination to another.
Our philosophy reverses that perspective: the journey itself becomes the destination.
Our guests discover that time on board can be just as enriching as time on land. The design, the spaces, the culinary offerings, the wellness experiences, and the calming atmosphere create an environment where they can truly disconnect and reconnect with themselves and with the ocean.
When we talk about offering the best of everything, everywhere, all at once, we are referring precisely to this seamless integration of experiences. Guests enjoy the elegance and intimacy of a refined hotel setting while waking up to a different horizon each morning. It’s a different way of traveling, with more space for perspective, relaxation, and discovery.
More than a third of our guests are new to the world of cruising, and Explora Journeys boasts one of the highest Net Promoter Scores in the industry. How does this campaign aim to expand that audience without losing the loyalty of our current customers?
One of the most encouraging aspects of our journey so far is that more than a third of our guests are discovering ocean travel for the first time with us. Many come from the world of the most exclusive hotels and resorts.
By communicating our offering through the language of luxury hospitality, the campaign invites this audience to reconsider the ocean as a destination in itself. It also helps to dismantle some preconceived notions that still exist about cruising.
At the same time, the loyalty we see among repeat guests demonstrates the extent to which the experience resonates with them. Our Net Promoter Score reflects a very high level of satisfaction and a clear intention to return.
In that sense, the campaign fulfills a dual objective: introducing the Ocean State of Mind to new travelers and, at the same time, reinforcing what our regular guests value most: space, tranquility, elegance, and authenticity.
Explora Journeys claims to be in a class of its own within luxury travel. In practical terms, what differentiates its model from both ultra-luxury cruises and major hotel brands on land?
Our model brings together elements that have traditionally been separate.
From a design perspective, all suites have ocean views and private terraces, and the proportion of space on board is exceptionally generous. The atmosphere is more residential than institutional, creating an immediate sense of comfort.
Equally important is our European approach to hospitality. The service is intuitive, elegant, and discreet, supported by a high-level culinary offering with international influences.
Furthermore, our itineraries are carefully crafted, with longer port calls and opportunities for a deeper connection with each destination.
What truly sets us apart is the combination of continuity and movement. Guests enjoy the intimacy and familiarity of a grand hotel, but that environment travels with them across the ocean.
With the addition of EXPLORA III this July and six ships planned by 2028, how does the fleet expansion contribute to the brand narrative of this campaign?
The arrival of EXPLORA III represents a significant milestone, marking the midpoint on our journey to a fleet of six ships.
Our ambition has always been to grow thoughtfully, while preserving the intimacy that defines the experience. Reaching six ships by 2028 will allow us to expand our global presence while maintaining the same philosophy that guides each of our vessels.
Each new ship incorporates what we have learned so far without losing the essence of the brand. The design language, the spaciousness, and the emphasis on well-being and connection to the ocean remain core elements.
In a way, each ship is a new expression of the campaign's central idea: a place where guests enjoy the comfort and elegance of a grand hotel, but without a fixed address.
Sustainability is increasingly important to luxury travelers, and EXPLORA III will be powered by LNG. How are innovation and environmental responsibility integrated into your brand proposition?
EXPLORA III will run on liquefied natural gas (LNG), which can reduce greenhouse gas emissions throughout the well-to-wake cycle by more than 80%. Renewable fuels are a key element of our decarbonization strategy.
We are actively investing in research and development to drive new technologies applied to ships. We are very aware of the importance of marine biodiversity and want to contribute to reducing our impact on the planet.
Looking ahead, how do you think Explora Journeys can contribute to redefining the concept of high-end hospitality within the global luxury travel ecosystem?
We believe the boundaries between land-based hotels and ocean travel will continue to blur. Today's luxury travelers are less interested in traditional categories and more focused on the quality and meaning of the experience.
Explora Journeys aims to contribute to this evolution by demonstrating that mobility and permanence can coexist. A voyage at sea can be as curated, elegant, and exceptional as a stay in the world's finest hotels, with the added dimension of movement and ever-changing horizons.
Our ambition is to help redefine the role of ocean travel within the luxury ecosystem, combining the refinement of high-end hotels with the perspective and sense of discovery that only the ocean can offer.
What lessons have you learned from the launch and operation of the first ships that are influencing the development of new vessels?
The commissioning of our first ships has reinforced the importance of listening carefully to our guests. Their feedback has been fundamental in refining numerous aspects of the experience, from the culinary offerings and entertainment to specific service rituals.
What we have consistently observed is that today's luxury traveler values tranquility, spaciousness, and authenticity above all else, rather than spectacle. Guests seek environments where they can truly relax, reconnect, and find balance.
These insights are directly influencing the evolution of EXPLORA III and the ships that will follow, allowing us to continue refining the experience without losing the essence of the Ocean State of Mind.
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