Another ocean cruise line plans to begin sailing Europe's rivers.
Luxury line Explora Journeys signed a letter of intent with the Dutch shipbuilder Den Breejen Shipyard. Details about the ship design and itineraries are forthcoming, but travel advisors are excited by the announcement, saying the entry of a boutique, luxury line fills a gap in the market.
Owned by MSC Group, Explora is a relatively new ocean cruise line, sailing its first cruise in 2023. It currently has three ships in service, each with a capacity for 922 passengers. The staterooms and public spaces have a boutique hotel-like design, and the line has established a strong culinary reputation in its early years.
In the category of ocean lines branching out to Europe river cruising, Explora follows Celebrity Cruises, whose first two ships will debut next August. Explora said it intends to open sales in 2027.
Nancy Zimmerman of Nan Knows Travel, a luxury travel and cruise specialist in Jacksonville, Fla., believes Explora will bring its boutique luxury model to river ships, anticipating large suites and an intimate crew-to-passenger ratio.
Nancy Zimmerman
She said if Explora ships have a smaller guest capacity than the luxury ships currently sailing, it would be a compelling draw for her luxury clientele. She said her clients, who want to vacation on the Orient Express or lounge in a Ritz-Carlton, haven't considered river cruising up to their luxury standards.
"They want privacy, huge suites, a butler," she said.
Luxury brands already on Europe's rivers include Scenic, Uniworld and Riverside. Passenger counts on their ships vary. Riverside's ships have a capacity for 110 guests, except for its largest ship, the double-width Mozart, which accommodates 162. For Danube and Rhine cruises, Scenic and Uniworld ships are in the 130- to 160-passenger range.
All three brands offer butler service and special dining experiences.
Though Explora hasn't provided any details, advisors are confident Explora will bring a higher form of luxury to the rivers. The ocean line's aesthetic rivals that of a five-star hotel, said Ali Hayes of JCo Travel in Huntingdon, Pa. From the suites to the pools to the sophisticated dining, the line's approach to luxury makes Explora stand out, she said.
Ali Hayes Photo Credit: Visit California
The ocean fleet offers all-suite accommodations with floor-to-ceiling windows, private sun terraces and even a Dyson hair dryer. Its fitness center offers personal training, open-air fitness and Pilates gear. And its dining options are elevated, from Italian to Asian to the steak house.
Hayes said, "When they serve you a cocktail, they don't make it, they craft it."
She said Explora pays close attention to the details, distinguishing the line from the competition.
Brand loyalists are eager to experience Explora's approach to river cruising, said Craig Pavlus, founder and CEO of Pavlus Travel & Cruise in Albuquerque, N.M.
"Our Pavlus personal travel planners are already getting calls from customers who've previously sailed on an Explora Journeys ocean cruise or on another river brand and want to learn more," he said. "We're all eagerly awaiting the line's next official reveal with more specifics."
Yvonne Sala of Travels by Yvonne in Herndon, Va., said she hopes Explora's river cruise line will pursue multigenerational families like the ocean line does. She said Explora's ocean ships have impressive kids clubs that offer art sessions and the latest video games.
Hayes said the family market is overlooked in river cruising except for a handful of special sailings per year from Adventures by Disney.
"That's what we are truly missing [in river cruising]," she said. "You could unlock a whole different clientele."
Overcrowding concerns
With Explora and Celebrity entering the market and established players continuing fast growth, there is trepidation among some advisors about overcrowding and dilution of the river cruise experience.
Asked about Europe's busy waterways, Explora said that it takes "a long-term view of the development of the Explora Journeys brand. Our planned entry into river cruising reflects our confidence in the opportunity to bring the Explora Journeys experience to Europe's most iconic rivers."
Low water levels can also be a pain point for river cruising, and it certainly was this past summer.
"I think that's the biggest drawback right now for river cruises," Zimmerman said.