Christopher Jeffrey-Racine joins Explora Journeys, overseeing Ottawa, QC & Atlantic Canada

Christopher Jeffrey-Racine’s new role has been revealed.

The former BDM at Playa Hotels & Resorts has been hired by MSC’s luxury lifestyle brand Explora Journeys, PAX has learned.

Starting Monday (March 24), Jeffrey-Racine assumes the role of “business relationship expert,” covering Quebec, the Atlantic provinces and the Ottawa regions.

The travel professional is amused by the somewhat bombastic title attached to his new role. "But at the same time, I love it! It highlights the relational aspect of a job based on creating and maintaining good relationships with partners,” he told PAX Nouvelles, PAX’'s Quebec-based news outlet.  

Familiar territory, different product

Reflecting on his new role and company, Jeffrey-Racine noted how it's a similar job and territory as his last job.

However: “The big difference is the product,” he said. “It’s more niche, more upscale.”

READ MORE: “We needed something like this”: Agents unpack EXPLORA I's "homes at sea" with Explora Journeys

He recalls having built strong relationships with numerous partners over the years. His goal? To introduce them to this newer product, which hasn’t yet had any local representation in Quebec

In the coming days, Jeffrey-Racine will refine his knowledge of Explora with the support of his new colleagues.

Then, in two weeks, he will put theory into practice: he will embark on a Mediterranean cruise, from Barcelona to Tenerife, with stops in Spain and Morocco.

"I can't wait! Experiencing the vibe of Explora will allow me to understand it better, and then share it better,” he said.

After the cruise, Jeffrey-Racine plans to hit the road to offer training and represent Explora Journeys at events, trade shows, and conventions, particularly those targeting luxury clients.

"My approach has always been based on development, and I intend to continue it,” he said. “I know the potential of several agents and agencies. My role will be to show them how Explora Journeys can help them increase their sales and clientele. Together, we will develop plans to achieve these goals."

Agents can expect to see him in the field by mid-April. "I can't wait! I don't really like staying at home. I love being on the road,” he said.

A promising market for Explora

Did Jeffrey-Racine miss cruises?

"I love the cruise product, obviously! But it was more the niche luxury aspect that appealed to me," he said. “After working in tour operators, contemporary cruises, and the hotel industry, joining Explora Journeys was a logical next step, allowing me to leverage all the expertise I've developed over the years.”

He said he's very motivated to take Explora’s reputation to the next level.

He's not starting from scratch, however. The luxury cruise line, which PAX explored firsthand in late 2023, is already attracting attention thanks to French-language television advertisements, sponsorship of events such as the Formula 1 Montreal Grand Prix, and advertisements in trade media. 

"Sales are already good in my region. But the potential for growth and development remains very significant,” he said. “What excites me the most is development.”

Jeffrey-Racine is also excited about the team he'll be collaborating with, particularly his director, Patricia Di Benedetto (business relationship lead/director – national and key accounts Canada, Explora Journeys), who was his colleague during his time at Royal Caribbean.

"We often talk about the importance of human beings in the travel industry. I trust this human being completely...and I feel that trust is mutual,” he said.

A tailored approach to Quebec

More broadly, he appreciations the company’s consideration of the Quebec market.

"The way we sell here is different from the rest of Canada, and even more so from the United States,” said Jeffrey-Racine. “Explora Journeys is aware of this, and that's why they called on me. I intend to devote all my resources and creativity to meeting the challenge."

Jeffrey-Racine has no doubt that there is a strong clientele in his region for Explora Journeys' high-end cruise product. Moreover, he said more and more agencies are turning to the luxury segment.

Explora Journeys currently operates two vessels, the EXPLORA I and EXPLORA II, and plans to open sales for two additional superyachts this fall.

The company offers a richly-illustrated French-language website, which Jeffrey-Racine invites advisors to explore.

"Go ahead! Be curious! We'll be able to talk about it again very soon," he said.

Christopher Jeffrey-Racine can be reached at christopher.jeffreyracine@explorajourneys.com or at 438-401-1473.