With Explora III currently sailing the Caribbean, Explora Journey’s growth plans are right on course. Not only are three of its six planned ocean ships now in operation and the debut of two brand new ships set for next year, but the company has also announced an expansion into river cruising.
“There is a tremendous opportunity to really bring what we brought to the oceans, with the ‘Ocean State of Mind,’ and bring that philosophy to the iconic European rivers,” said Chris Austin, President of North America for Explora Journeys. “We have committed with the Dutch shipyard for the building of river ships, and we’ll be announcing a lot more and opening bookings in 2027. I think it’s a tremendous opportunity.”
Popular destinations for Canadian travellers include the upcoming inaugural season in Alaska, itineraries in Japan, the Mediterranean and of course, the Caribbean.
“Alaska next year, from May to September, is the first time we’re going to sail Alaska, and it is very, very, very well supported by the Canadian traveller,” he shared.
In addition to Japan, Asia in general is a big focus for Explora in 2027 and 2028, with 28 itineraries, 47 destinations and nine countries on the agenda.
“This is a wealth of opportunity for people to travel to across many countries: Japan, South Korea, China, Vietnam, Thailand, Cambodia, Malaysia, Indonesia, Singapore,” Austin noted. “This will be in Explora III, operating its first season in Asia, doing really well. You take Northern Europe, Iceland, Greenland, you take the Canadian Maritimes, the Caribbean, of course, the Mediterranean, Alaska, Asia, Japan. There’s a there’s a lot choice available.”
“To add onto Alaska, the fact that we are doing roundtrip sailings from Vancouver is really appealing to Canadian travellers,” added Patricia Di Benedetto – Director of Sales, Canada for Explora Journeys. “Greece and Croatia itineraries are stellar for Canadians, that’s one of the most popular itineraries, and then Japan. Every advisor I talk to loves our Japan itineraries. We do what other brands aren’t doing, and they’re really excited to have a new product there that is circumventing all of Japan.”
Although the new Explora III is 19.2 metres longer than Explora I and II, Austin, who will soon take on the role of President, Luxury Travel Partnerships, states that they’ve chosen to optimize rather than maximize the space.
“We’ve chosen to give much more of that additional space back to guests through expanded public areas and enhanced experiences, rather than adding capacity,” he noted.
Both Explora IV and V will debut in 2027, while VI is scheduled to enter service in 2028.
“I’ve always said the Ocean State of Mind is not prescriptive, it’s transformative,” Austin said. “To me, it’s that calming spirit, where I can recharge and put myself in that relaxed state, and reconnect with my husband, your wife, your loved one, whoever you are travelling with.”
The concept that maybe the best hotel isn’t a hotel at all is the message behind the new brand campaign, which intentionally challenges traditional cruise conventions and expands on the idea that the luxury ocean travel brand is a floating hotel whose address is at sea.
“The idea gets to the heart of what inspired Explora Journeys. When we launched Explora Journeys, our ambition was clear: to redefine ocean travel for a new generation of discerning travellers, not by asking guests to fit into the traditional cruise experience, but by creating something entirely different, something inspired by the elegance of European hospitality, with more space, more freedom, more choice, and a deeper connection to the ocean,” he shared. “At the heart of that vision is what we call the ocean state of mind. It’s about slowing down, embracing discovery, and experiencing the world in a way that feels effortless and enriching. It’s a philosophy that continues to resonate with travellers around the world, including many who are new ocean travellers together.”
Although its sister brand MSC Cruises offers a different product, Austin also sees opportunities for travel advisors to sell MSC Yacht Club, an exclusive, all-inclusive ‘ship within a ship’ luxury enclave.
When asked if more ships are on the horizon, Austin noted that it depends on travel advisors.
“That all depends how successful we are and how how much our travel advisor partners and our guests love us. I shift the responsibility when people say ‘you don’t have any more ocean ships?’ I always look at them and I say, well, it depends on if you make us very successful. You know, it’s not always on us,” he says. “But Canada is performing exceptionally well for us. We’re very, very, very committed to the Canadian sector of travel and the travel advisor community. Every single week, we see more new Canadian travel advisors making bookings.”
While many had a “wait and see” approach to selling Explora Journeys when the brand was first announced, he says a growing number of advisors are now on board.
“We don’t use the word partnership lightly. If anybody says trade, I say nope, travel partners, because we’re in this together and we’ll succeed together. But when I talk about opportunity, I think there’s opportunity with the growth of our brand, which brings more destinations, which brings more choice, which is a key pillar of the brand. Choices on the ship, and choices where we’re traveling to. Every time we announce a new season, we’re giving a lot more choice, and today, travel partners for their clients, guests can book all six ships. They’re all on sale right through to 2029 if you consider the World Journey.”
In addition to earning commission, Austin shared that a new Beyond Commission program was recently announced.
“On a subset of specific journeys, they can register a booking that they’ve made, and they can earn 2% of the value of the journey fare as a digital electronic gift card. And it is the season now, and a little bit of extra money may go a long way at this time of year. It’s an excellent opportunity, 2%. Every time we do something, we try to do it thoughtfully, distinctly, the Explora Journey’s way. Other brands have gift card promotions, but you could book the largest suite and still only get $250. If you book a residence with us, if it’s a $100,000 booking, you get 2% of $100,000 as a digital gift card. So again, innovative, thoughtful, bold, rewarding the travel advisor for the work that they’re doing.”
