BTN interviews Achille Staiano, Chief Commercial Officer of Explora Journeys | Focus
Achille Staiano, commercial director of Explora Journeys
BTN interviews AChille Staiano, Chief Commercial Officer of Explora Journeysdiscussed how the brand is redefining luxury ocean travel through its “Ocean state of mindphilosophy – focused on tranquility, connection and discovery. He explained that Explora Journeys does not replicate traditional cruises, but creates immersive, unhurried experiences with oceanfront residential-style suites, refined culinary journeys and meaningful cultural immersion. Staiano emphasized that today’s traveler seeks authenticity, time and purpose over extravagance, with sustainability integrated into everything – from LNG-powered ships and the elimination of single-use plastics to future hydrogen propulsion. Supported by innovations such as the Sky & Sea program, advanced personalization and partnerships such as with global ambassador Jannik Sinner, Explora Journeys is pioneering a new era of conscious, transformative and sustainable luxury travel.
Mr Staiano, who joined Explora Journeys in September 2023, brings almost 30 years of experience within the MSC Group. Prior to this role, he was SVP Global Sales at MSC Cruises in Geneva, where he helped shape the company’s global sales strategy, contributing to its emergence as the third largest cruise brand in the world and overseeing its fleet expansion to 22 ships within six years. He started his MSC career in 1994 within the shipping container sector in Naples and New York, where he held several senior commercial positions. His appointment to Explora Journeys underlines MSC’s commitment to developing internal talent, and he will now play a key role in driving the brand’s next phase of growth following the successful launch of EXPLORA I in July 2023.
Setting the scene
BTN – How would you describe the vision behind Explora Journeys and how it differentiates itself from traditional cruise lines?
Explora Journeys was created to provide a different rhythm at sea, one that cultivates an ‘Ocean State of Mind’, a sense of calm, connection and discovery. We are not replicating a cruise; we create trips that combine time at sea with an unhurried immersion on shore, in a residential setting where every suite overlooks the ocean and the service is highly personalized. It is a modern European approach to luxury that values space and privacy over spectacle.
BTN – What inspired MSC Group to create an entirely new luxury concept instead of expanding its existing portfolio?
The vision was to create a brand that represents the next evolution of luxury ocean travel, a brand that transcends the traditional boundaries of cruising. Rather than expanding an existing model, the ambition was to build something entirely new from the ground up: purpose-designed vessels, tailor-made service and a philosophy rooted in conscious exploration and emotional connection with the sea.
A new definition of luxury at sea
BTN – You have said before that “experience is overtaking extravagance as the currency of luxury.” What does that mean in practice for your guests?
It means substance over show. Curation about excesses. Guests will find countless extraordinary culinary experiences, elegant rituals and enrichments designed to nourish the soul, and spacious oceanfront suites that feel like a home at sea – every detail has been carefully considered and nothing is superfluous.
BTN – How do you balance exclusivity with authenticity and immersion in the destination?
We design unhurried itineraries with extended stays and thoughtful pre- and post-trip programs, then package small-group destination experiences that promote culture, nature and connection. The result is intimacy without isolation and access without the pressure of haste.
Can you give an example of how Explora Journeys reflects this “new luxury” mentality through its design, culinary or wellness offerings? Curated by our Head of Culinary Franck Garanger, Anthology captures refined Italian cuisine through tasting journeys that evolve with the seasons and guest chefs. Luxury is seen as craft and story, not as opulence. The design on board follows the same ethos: light, space and a constant dialogue with the sea.
The new luxury traveler
BTN – How is today’s luxury traveler evolving – and how is Explora Journeys responding?
Today’s traveler wants meaning, time and choice. We answer with residential-style suites, a 1.25:1 guest-host ratio, and curated amenities like delicious beverages, thermal spa access, and more so guests can easily shape each day.
BTN – How are trends like multi-generational travel and purposeful exploration shaping your itineraries?
Our trips are built for connection, with quiet sea days, longer calls and flexible combinations between seasons and regions. This approach makes particular sense for guests from the GCC, where multi-generational travel plays an important role in family life. Our residential-style suites allow families to spend time together while still enjoying the privacy and comfort of their own space. Recent Grand Journeys and our 2027–2028 collection reflect this slower, deeper way of traveling together.
BTN – What role does sustainability play in defining your guest experience?
Sustainability is woven into the experience, from a single-use plastic-free philosophy to shore power options and advanced efficiency measures. From Explora III onwards, ships will be powered by LNG, paving the way to bio- or synthetic LNG and the use of next-generation fuel cells in port.
Commercial innovation and brand strategy
BTN – Which innovations will determine your commercial and distribution strategy in 2025?
Three pillars: powerful tools for our travel advisor partners, seamless Sky & Sea airport to ocean packaging, and distinctive partnerships that expand our brand universe. In 2025, we launched new digital tools for advisors and introduced the Sky & Sea fare to streamline flights, hotels and private transfers.
BTN – How does Explora Journeys use data, partnerships and personalization to increase engagement and loyalty?
Our advisor ecosystem and Sky & Sea framework allow us to tailor trips from start to finish. Strategic partnerships, including our Global Brand Ambassador Jannik Sinner and curated event links, help deepen relevance and recognition among discerning audiences. On board, the host-to-guest ratio and inclusive services enable fine-tuned personalization.
The future of ocean travel
BTN – How do you see the luxury ocean sector evolving over the next decade?
We anticipate a decisive shift towards slower, transformative travel, with ships conceived as modern resorts with quieter footprints and itineraries that favor depth over breadth. Our fleet roadmap reflects this with LNG propulsion of Explora III and planned hydrogen-powered solutions for Explora V and VI to enable zero-emission hotel operations in the port.
BTN – What lessons can the wider hospitality sector learn from your approach to ‘slow’ and ‘transformative’ travel?
Give guests time and intentional design. Align atmosphere, culinary craftsmanship and wellness around real restoration and let the destination breathe. Meaningful luxury is meticulous, conscious and on a human scale. That is the state of mind of the ocean.
BTN – Finally, what are you most excited about the next chapter of Explora Journeys?
We welcome more travelers to our growing fleet and new regions, while continually improving craftsmanship, connection and care. From evolving culinary collaborations to innovative fare concepts and the debut of future ships, we’re shaping a calm, confident new era of ocean travel.
