Patrick Pourbaix, MD for France and Monaco, on Explora Journeys' growth strategy

As outlined by MSC Cruises Executive Chairman Pierfrancesco Vago a couple of months ago, MSC Cruises' country leads in 12 European markets, including France, also assumed local responsibility for Explora Journeys to create greater synergies for the benefit of the local travel trade.

The company aims to improve access to both brands by bringing sales functions and other brand-dedicated resources for Explora Journeys under the same umbrella.

‘The idea is to boost the marketing of the newest brand in Europe,’ explains Pourbaix.

For France and Monaco, Explora Journeys will have its own dedicated specialist team for sales, marketing, contact centres and public relations.

The Explora team includes Nice-based Leyrie Torres for the Côte d’Azur, and in charge of northern France is Paul-Emile Bardot, whose experience includes the Four Seasons Hotel George V and the Ritz in Paris.

Luxury hotel experience

‘Both know the luxury hotels product and the clientele we are targeting. We are recruiting a marketing and communication director and, among others, we are also in contact, for example, with a French-speaking call centre in London, a toll-free concierge service,’ adds Pourbaix.  

According to Porbaix, Explora Journeys can tap into 3,500 French agencies already selling MSC Cruises. ‘Even if some of these agencies only make a couple of bookings based on relationships, we are going to tap all who can to also sell Explora Journeys. But, of course, we are focussing our dynamism on the most capable ones.

‘We already have very good partners in Monaco, such as Cruiseline, Jet-Travel or Cruise’nfly. We also have connections with luxury travel advisers such as Serandipians and Virtuoso networks,’ he added.

Promising beginnings

France ranks first for MSC Yacht Club bookings: ‘Over 12,000 passengers have chosen this category and option available on board all Fantasia, Meraviglia and Seaside class MSC ships. Now, we can also offer them this all-luxury dimension on Explora I.’

Interest for Explora I is definitely there: ‘We have already booked 200 passengers on Explora and reservations keep coming in now that the ship has been launched,’ says Pourbaix.

Explora Journeys' maiden voyage, a seven-night itinerary from Copenhagen to Reykjavik, will call at Lerwick, Shetland Islands and Kirkwall, Orkney.

Explora Journeys expects to source 40% to 50% of passengers from North America, 40% from Europe and 20% from the rest of the world.