New Explora Journeys president aims to attract first-time cruisers

Explora Journeys’ new president aims to tap into her 25-plus years of experience with luxury hospitality brands to woo more new-to-cruise holidaymakers.

Anna Nash joined the upmarket cruise brand earlier this month, having previously worked for Aman, Rosewood Hotels and Orient Express.

“We’re like a sophisticated European hotel that has its home on the ocean,” she said, speaking ahead of the naming ceremony for Explora II, the cruise line’s second ship.

The average age of Explora passengers is mid-50s, she said, adding there is room to go “up and down”.

“We are listening, talking to trade partners about what we do that’s great and what’s not so great,” Nash said.

“Cruising still has a certain stigma attached to it with certain demographics.

“Who are we not reaching? How can we get to them and turn them from land-based guests?”

Chris Austin, North America president, described Explora II as a “boutique, luxury, cosmopolitan resort at sea”.

“When travel advisors and guests give us feedback…the most common word they use is ‘wow,” he said.

Rosalba Giugni, founder and president of the Marevivo Foundation, carried out the ribbon-cutting for Explora II at the Italian port of Civitavecchia, near Rome, on Sunday (September 15).

The second in a planned fleet of six ships in the MSC Group luxury cruise line began a seven-night maiden voyage on Monday (September 16) to Tarragona in Spain via Sorrento, Lipari, Trapani, Siracusa and Valletta.

Explora II and its sister ship Explora I will reposition to the Caribbean for the winter, before returning to run cruises in the western Med next summer.

Main picture, from left: Godmother of Explora II Rosalba Giugni and Anna Nash. (Photo by Ernesto S. Ruscio/Getty Images for Explora Journeys)