TORONTO — Explora Journeys is giving Canadian travel advisors more reasons to look beyond the traditional cruise client, thanks to an expanding fleet, new destinations, and enhanced earning potential that extends beyond the sailing itself.

That was the message for travel advisors and trade media at Explora’s cocktail reception at Aera, with stunning 38th floor views of Toronto’s downtown skyline.

“Canada plays an incredibly important role in the growth of Explora Journeys,” said Chris Austin, Explora’s President, North America. “We are grateful for the support from all our travel partners and media who have helped to share our story since the very beginning.”

Austin said Canada remains central to the company’s growth, with over 1,400 registered travel advisors across 472 Canadian agencies now connected to the brand.

That optimism is shaping how Explora Journeys is approaching the Canadian market now.

“Canada continues to be a crucial growth market, and we’re encouraged by this progress,” said Austin. He thanked Canadian travel partners for helping establish the brand and said there’s still ample room to strengthen relationships further.

SELLING THE HOTEL EXPERIENCE

Explora’s latest campaign, ‘Maybe the Best Hotel isn’t a Hotel,’ serves as a starting point for these conversations.

As part of the MSC Group’s luxury ocean travel brand, Explora Journeys highlights the elegance of European hospitality, offering spacious accommodations and a sense of freedom that appeals to a new generation of discerning travellers, including those new to this category.

Austin summed it up: “At the heart of that vision is what we call the ocean state of mind. The concept promotes a slower pace, encouraging discovery and a deeper connection to the sea.”

DESIGNED WITH ROOM TO SPARE

The arrival of EXPLORA III marked a milestone in 2026 and brings the company halfway to its planned six-ship fleet by 2028. Austin described the newest vessel as sharing the same DNA as EXPLORA I and EXPLORA II, while having its own personality.

At 19.2 metres longer than its predecessors, EXPLORA III offers more space for public areas and enhanced guest experiences. It is also the brand’s first LNG-powered ship.

“I think you could probably say that we’re optimizing and not maximizing our space,” said Austin.

New culinary concepts include The Chef’s Table, The Cellar and The Shore Club on deck 11. The ship will also introduce a second Owner’s Residence designed by Spanish architect Patricia Urquiola, along with expanded Ocean Wellness facilities.

All changes are linked to feedback from guests and travel partners.

For advisors matching clients to the fleet, these additions create specific points of differentiation, particularly for travellers whose holiday decisions revolve around dining, wellness or accommodations, said Austin.

NEW HORIZONS FOR 2027

The next phase of growth will launch EXPLORA IV in spring 2027, followed by EXPLORA V later in the year, according to Austin.

The expansion of destinations is also significant. EXPLORA III marks the brand’s first Alaska season starting in May 2027, followed by its debut in Asia from September 2027-May 2028.

These new additions will complement established regions including the Med, Northern Europe, the Caribbean and North America’s East Coast.

Looking further ahead, the inaugural World Journey aboard EXPLORA I is scheduled to depart in January 2029. This 128-day voyage from Dubai to Barcelona offers an extended-travel option for those with the time and budget for a multi-continent holiday.

A FRONT ROW SEAT IN MONACO

Sports partnerships are another strategy to attract potential clients, with Explora’s alignment spanning across tennis, Formula 1 and the Swiss SailGP team.

Notably, EXPLORA I will return to Monaco from June 2–7, 2027. The ship will dock in Port Hercules, steps from the circuit, for a third consecutive year, serving as a floating hotel during the Grand Prix weekend.

Austin said space is selling quickly, but there’s still time to put  clients at the centre of the action. “We are the only ship docked as a floating hotel at the port.”

KEEPING THE TRADE IN THE PICTURE

Advisor remuneration was also emphasized at the event, noting there are no non-commissionable fares (NCFs), with commission paid on hotels, flights, transfers and pre-booked destination experiences.

The brand’s new reward program, Beyond Commission, offers gift cards allowing advisors to earn additional rewards on select sailings.

The longer-term pipeline now extends to rivers. Explora has signed a letter of intent for its first luxury river ships, with sales planned to open in 2027.

Lead image caption: Explora Journeys’ Chris Austin, President of North America and Patricia Di Benedetto, Director of Sales