Anna Nash, president of Explora Journeys, talks about the vision that is driving the evolution of Explora Journeys . An approach that transcends the traditional concept of cruising to transform sea travel into a new expression of contemporary living.
On the strength of a long experience at the top of the international hôtellerie and a career that includes Aman Resorts, today Anna Nash leads the growth of one of the most ambitious initiatives on the luxury travel scene. A reality that not only proposes ocean itineraries, but develops a new language of hospitality, in which design, wellness, gastronomy and dialogue with the landscape .converge in an immersive experience capable of redefining the way of experiencing the sea.
Luxury as the restitution of time
MLE: Today, the concept of luxury appears increasingly exclusive and, at the same time, increasingly inflated. How does Explora Journeys interpret this dimension in the contemporary travel landscape?
AN: The word luxury is used too lightly today, often emptied of the emotional component that should represent its essence. For us, luxury is not an object, but a perception. It is the state of stillness and deep connection with the ocean that our guests experience on board.
Explora Journeys was created to redefine the grammar of ocean travel. Our goal is for the guest to perceive the value of their time, which is arguably the most valuable asset today. True luxury is about giving this resource back to people, freeing them from the logistical complexities and constant decisions of daily life. On board, the destination coincides with the dwelling. Everything is designed to flow naturally and allow guests to rediscover their Ocean State of Mind.
“On board, the destination coincides with the abode.”
The aesthetics of movement
MLE: After a long career in ultra-luxury hôtellerie, what prompted you to see the sea as a new frontier of hospitality?
AN: The sea possesses a perceptual dynamism that no land destination can replicate. Even in the most extraordinary hotel, there is an element of stillness. On board, however, light is a living element that is constantly changing, reflecting off the water and constantly transforming spaces.
Our ships are designed around this continuous relationship with the horizon. We certainly draw on the excellence of international hôtellerie, but we are building a new category. We are not a private yacht and we are not a traditional resort. We are a synthesis of the sense of grand voyage and the domestic dimension of absolute comfort. The extended stay on board also allows our teams to develop a very deep level of hospitality, able to really get to know the person behind the guest.
Design, wellness and a new idea of travel
MLE: art, design and wellness – now also represented by the collaboration with Patricia Urquiola for the new Owner’s Residence – are among the pillars of your proposal. How important have they been in overcoming stereotypes associated with the cruise world?
AN: Unhinging the traditional perception of the industry was one of the most stimulating challenges. Coming from Aman I was familiar with some of the stereotypes associated with cruises: standardized rhythms, large numbers and an often impersonal experience. In Explora Journeys we have built something completely different. We prefer to talk about Ocean Travel.
Those who board discover the atmosphere of a contemporary boutique hotel suspended over the water. This is demonstrated by the Ocean Wellness program developed in collaboration with Technogym, the spa areas, the gastronomic offerings, and the care devoted to interior design. Our goal is to invite guests to experience the sea in a slower, more conscious and more authentic way.
The art of listening
MLE: Explora Journeys is in a strong growth phase and will grow to six ships by 2028. What is the most complex challenge in maintaining brand identity during this expansion?
AN: The answer is in listening. As a young brand, we were born out of continuous dialogue with very demanding and sophisticated travelers. To preserve this identity as the fleet grows, it is critical to avoid rushing.
Every decision must be thoughtful and shared. Each team member must feel that he or she is the keeper of the same promise of excellence. The guest is never a target. He is the center of gravity around which we build every choice.
The new codes of luxury
MLE: Looking to the future, what will be the new languages of luxury in travel?
AN: I believe that the future belongs to an increasingly discreet elegance and a form of emotional intelligence capable of recognizing the uniqueness of each individual. The real difference will no longer be in spectacularity, but in the ability to anticipate needs and desires with naturalness and authenticity.
By 2028 we will complete our fleet of six ships. This is an exciting milestone, but more importantly it represents the beginning of a new phase. I am convinced that we will see more and more travelers choosing the ocean not just as a route, but as a new and refined way of inhabiting the world.
Inhabiting the ocean: Anna Nash talks about the new language of Explora Journeys
At a time when luxury is measured less and less through possessions and more and more through time, well-being, and quality of experience, Anna Nash talks about the vision that is driving the evolution of Explora Journeys. An approach that transcends the traditional concept of cruising to transform the sea into a new form of contemporary living.
With a long experience at the top of the international hôtellerie and a past at Aman Resorts, today Anna Nash leads the growth of one of the most ambitious projects on the luxury travel scene. A brand that not only offers ocean itineraries, but builds a new language of hospitality in which design, wellness, gastronomy and relationship with the landscape converge in a deeply immersive experience.
Luxury as the restitution of time
MLE: Today, the concept of luxury appears increasingly exclusive and, at the same time, increasingly inflated. How does Explora Journeys interpret this dimension in the contemporary travel landscape?
AN: The word luxury is used too lightly today, often emptied of the emotional component that should represent its essence. For us, luxury is not an object, but a perception. It is the state of stillness and deep connection with the ocean that our guests experience on board.
Explora Journeys was created to redefine the grammar of ocean travel. Our goal is for the guest to perceive the value of their time, which is arguably the most valuable asset today. True luxury is about giving this resource back to people, freeing them from the logistical complexities and constant decisions of daily life. On board, the destination coincides with the dwelling. Everything is designed to flow naturally and allow guests to rediscover their Ocean State of Mind.
“On board, the destination coincides with the abode.”
Anna Nash
Explora Journeys
MSC Group’s luxury ocean travel brand, Explora Journeys redefines cruising through an approach inspired by contemporary hospitality, design and wellness. Its ships are designed as elegant seaside boutique hotels with ocean-view suites, outstanding dining experiences, and itineraries that combine iconic destinations with less-explored places.
Headquarters: Avenue Eugène-Pittard 16, 1206 Geneva, Switzerland.
Website: Explora Journeys Official Website
For information and reservations: contact@explorajourneys.com
Fleet: EXPLORA I and EXPLORA II already operational, with EXPLORA III, IV, V and VI coming by 2028.
Motto: An Ocean State of Mind.
