Explora targets Canadian growth with expanded fleet & trade support

With Toronto’s glittering skyline in view from Aera’s 38th-floor perch at The Well, Explora Journeys gave Canadian media a look at what’s on its own horizon during a Nov. 5 cocktail reception.

Chris Austin, recently named the brand’s president, luxury travel partnerships, shared updates on its expanding fleet, new destinations and the trade relationships supporting that growth.

Speaking with PAX ahead of the event, Austin said his newly created role signals Explora’s commitment to advisors as the brand prepares to grow from three ships to six by 2028.

“We want to demonstrate that we're highly committed to our trade partners,” he said.

Announced in October, the position will see Austin continue overseeing North American trade sales, trade marketing and trade sales support while developing new distribution channels and partnerships.

His expanded responsibilities also include working with MSC Cruises North America on opportunities involving MSC Yacht Club.

Addressing attendees at the reception, Austin said more than 1,400 advisors across 472 Canadian agencies had registered with Explora since its launch.

“While we're encouraged by that progress, we're still only at the beginning of what's possible in this market,” he said.

Where Canadians are booking

Alaska is attracting Canadian bookings ahead of Explora’s first season there aboard Explora III, running from May to September 2027, according to Austin.

He highlighted Vancouver departures as a convenient option, particularly for Western Canadian clients. 

The program includes round-trip journeys and seven-night sailings between Vancouver and Seward that can be combined without repeating ports.

He encouraged advisors to recommend destination experiences and three-night pre- or post-journey land programs, which pay eight per cent commission.

“It's a nice opportunity to earn incremental revenue on top of the journey fare as well,” he said.

The Caribbean and Mediterranean remain popular with Canadians, while Asia, particularly Japan, is drawing interest for 2027–2028. 

Some Canadians have also booked Explora’s first World Journey in 2029, Austin said.

That demand comes as the brand expands both its fleet and destinations. 

Explora IV and V are scheduled to arrive in 2027, followed by Explora VI in 2028.

At the reception, Austin also highlighted Explora’s planned entry into river cruising, following a letter of intent for its first luxury river ship. 

Further details are expected in 2027.

“We believe that we can bring the same thoughtfulness, the same innovation, the same philosophy that's behind our ‘Ocean State of Mind’ to rivers,” he told PAX.

Explora’s shorter itineraries are helping it reach travellers who may have limited time for a vacation, Austin said. 

The brand’s average guest age is around 55—a younger demographic than traditional luxury cruise brands attract, he said.

“We created shorter journeys, so that's allowing them to say: ‘I can get away for five nights, six nights, seven nights,’” he said.

Convenient embarkation ports make those shorter trips more practical, while fewer port calls and overnight stays give guests more time to explore each destination.

“It's not about collecting destinations,” Austin said. 

“It's about having the time to discover and enjoy and immerse yourself in the destination.”

Tools to turn interest into bookings

Explora positions its onboard experience around European luxury hospitality, an approach Austin said can help advisors appeal to clients who have never considered a cruise.

His advice is to present an ocean journey as an addition to the kind of vacation those clients already enjoy, pairing a hotel stay with time aboard.

“If you've got a guest who loves hotels, give them a hotel and give them our hotel,” he said. 

“Put the two together.”

That first sailing often opens the door to repeat bookings and longer journeys. 

Austin said first-time guests who try five- or six-night itineraries often find they want more time aboard.

“They actually don't want to disembark,” he said. 

Some guests are now taking their tenth journey with Explora, he added. 

The brand also records Net Promoter Scores—a measure of guests’ willingness to recommend it—in the mid-80s, according to Austin.

He suggested advisors can also identify prospects through their interests. 

Asking about Formula One, for example, could open a conversation about Explora I’s planned return to Monaco in June 2027 as a floating hotel during the Grand Prix.

To support those conversations, he directed advisors to Explora’s Travel Advisor Centre for booking tools, videos, marketing materials and webinars.

Customizable assets include social posts and digital promotional pages that advisors can personalize with their agency logo and call to action. 

Austin also encouraged advisors new to ocean travel to complete training and establish relationships with the Canadian sales team.

“I like to think of our team as consultative sellers,” he said.

Commercial support includes no non-commissionable fares and the Beyond Commission incentive, which offers a digital gift card worth two per cent of the journey fare on eligible bookings.

Austin said the current booking window runs Nov. 1 to Dec. 31, generally covering selected departures through June 2027.

For advisors whose business has centred on land-based vacations, Austin sees ocean travel as an opportunity to expand their offering to existing clients, with training, marketing tools and sales team support to help them get started.

“Every single advisor that has never sold ocean travel should seriously think about adding it to their portfolio,” he said.

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