Despite being one of the worst-hit industries in the travel and tourism sector during the global health crisis, cruise lines have made a remarkable turnaround in the previous year. According to a previous article, the global cruise industry generated a revenue of $25.1 billion (approximately £19.3 billion) and recorded a passenger volume of 24 million in 2023.

While these are still roughly below pre-pandemic levels, 2024 was expected to be a turning point for the industry, with a projected 20% revenue growth at $30.1 billion (approximately £23.1 billion). The United Kingdom, in particular, follows the United States as one of the key regions for the global cruise market with its expected revenue of $2.5 billion (approximately £1.9 billion).

Among the cruise companies dominating the UK is Explora Journeys. As the official luxury cruise line for the MSC Cruises group, Explora continues to meet the growing demand for high-end experiences and embraces the key trends among affluent travellers in the country, as outlined below.

Stronger support team in the UK

As reported by a Travel News UK article, Explora Journeys has expanded its trade and sales team in the UK. This is in light of its parent company, MSC Cruises, strategically bolstering its presence in the UK and Ireland markets, mainly by adding and promoting experienced personnel in its trade support teams and sales division.

In the UK, Explora commits to stronger industry partnerships with Charlotte Petrides, Zoe White, and Jessica Pearson joining as trade support executives. Meanwhile, Danielle Weller’s promotion as the regional sales manager promises continued growth and success across the UK and Ireland.

With a cumulative experience of over 101 years, such changes in the UK and Ireland support teams position Explora and the larger MSC Cruises to be adept at meeting luxury travel demands and enhancing service offerings, as evidenced in the next section.

Meeting luxury travellers’ demands

In collaboration with Altiant, PoB Hotels’ travel trends report reveals the luxury travel preferences of around 2,000 people in the UK and how this data shapes the future of the holiday market across the country. Among the key trends indicated in the report are sustainability (48%), nature-integrated wellness (45%), off-the-beaten-path destinations with cultural immersions (45%), and fine dining experiences (30%)—all of which Explora Journeys successfully meets through its destination experiences and onboard amenities.

To start, Explora’s first-ever luxury cruise ship, EXPLORA I, features luxury ocean travel with carefully curated itineraries to both celebrated attractions and off-the-beaten-path destinations in the Mediterranean region, Western Europe, and Central America. Designed like a private yacht, EXPLORA I also has a collection of luxury ocean suites and penthouses, fine dining restaurants that reflect the cuisines of regional destinations, and personalised experiences for wellness and entertainment.

EXPLORA II reflects similarly luxurious experiences, with its nine inclusive immersive dining experiences, multi-generational journeys tailored for cruise passengers of all ages, and ocean-inspired wellness facilities like a spa, gym, and fitness centre.

Lastly, Explora’s fleets demonstrate the cruise line’s commitment to sustainability through RINA Dolphin-certified ships with low underwater noise emission, hybrid power generation, Liquefied Natural Gas (LNG) engines, and recycling and waste management systems—thus representing more eco-friendly journeys in the luxury travel segment.

Broader trends in luxury travel

Overall, Explora Journeys’ shore excursions and onboard itineraries demonstrate numerous opportunities for the luxury travel sector to not only be about the price point but also focus on the demand for immersion, wellness, and sustainability all at once.

These efforts to elevate luxury travel experiences are reflected in other parts of the sector, too. For example, the five-star hotel Harbour Hotel in Southampton is considered a destination in itself with its scenic views of the marina and the Isle of Wright, beachside luxury spas and heated pools, and diverse culinary offerings with locally sourced foods and ingredients.

The hotel has also recently welcomed a brand new rooftop bar, the Mermaid Terrace, to better cater to travellers’ need to relax and unwind in a much more private and intimate space. Since Harbour Hotel is located in one of the busiest ports in the UK, it also makes for a good pre-cruise accommodation for luxury cruise passengers looking for the ideal transition from land to water.