LEADER – ANNA NASH, CEO, EXPLORA JOURNEYS: "THERE’S A SENSE OF COMMUNITY ONBOARD THAT YOU RARELY FIND IN A HOTEL SETTING" (Suisse)
After leaving luxury hotels for the high seas, Anna Nash now runs Explora Journeys with her signature elegance and precision, guiding the young brand towards a success story in luxury sea travel. |
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LEADER – ANNA NASH, CEO, EXPLORA JOURNEYS: "THERE’S A SENSE OF COMMUNITY ONBOARD THAT YOU RARELY FIND IN A HOTEL SETTING" (Suisse)
After leaving luxury hotels for the high seas, Anna Nash now runs Explora Journeys with her signature elegance and precision, guiding the young brand towards a success story in luxury sea travel. |
Catégorie : Europe - Suisse - Économie du secteur
- Carrières
- Interviews et portraits
- Carrière - Tourisme - Interviews - Les Leaders du secteur
Interview de Vanessa Guerrier-Buisine le 16-05-2025
 Anna Nash chose the adventure at sea with Explora Journeys after a successful career at Aman
Crédit photo © Explora Journeys
Having stepped aboard Explora Journeys in September 2024, Anna Nash is no newcomer to the world of luxury. With over two decades spent within some of the most prestigious hospitality brands, she has cultivated a deep operational and relational excellence, honed while serving the world’s most discerning clientele. Ten years at Aman, in various key
positions, saw her lead the brand's global commercial strategy, marketing, and communications, and support its expansion with a keen eye for detail. She also cut her teeth at Rosewood Hotels, but above all spent 11 years at Belmond, where she explored the world of contemplative travel and luxury cruises.
Today, from her base in Geneva, Anna Nash brings her expertise to an ambitious project: establishing Explora Journeys as a definitive reference in ultra-luxury maritime travel, blending the refinement of high-end hospitality with the maritime expertise of the MSC Group. It is a mission she embraces passionately, driven by a heartfelt approach to hospitality, a mission she carries forward, surrounded by a team is growing alongside the growing success of Explora Journeys.
In this insightful interview with Journal des Palaces, she shares her vision for the future of cruising, her agile leadership style, and the importance she places on emotion and human connection at every stage of the guest experience. An immersion into the heart of a brand on the rise, led by a woman whose career journey continues to inspire.
Journal des Palaces: The ultra-luxury cruise market is attracting more and more high-end hotel brands. How does Explora Journeys stand out from these new players?
Anna Nash: We’re incredibly fortunate to be part of a family with over 300 years of seafaring heritage. The Aponte family are true masters of the sea, whether in cargo, ferries, MSC Cruises, or now Explora Journeys, the ultra-luxury division. The maritime world is in our lifeblood; it’s our bread and butter. We know it as a business.
That solid maritime foundation allows us to focus entirely on the guest experience, putting innovation and creativity at the heart of everything we do.
What also sets us apart is that we are a family-owned business. The family’s presence and passion run through every part of the company, creating a culture where everyone feels proud of their work. And because we are family-owned, we are agile and nimble. We make decisions quickly, without layers of corporate approval, we act alongside the family, and we move.
We also listen, really listen, to our guests and our trade partners. And the beauty of our model is that we can take action on that feedback, whether it’s refining a detail or investing in a new area. That flexibility and responsiveness are central to how we operate.
How has your personal and professional background shaped your leadership at Explora Journeys?
It’s hard to put into words, but I am genuinely proud and excited to be at the helm of this brand. It feels like a once-in-a-lifetime opportunity, a brand-building mission that few get to experience. My entire career has been spent in family-owned businesses, so I understand the dynamics, the nuances, and the agility that environment demands.
I’m used to pivoting quickly and making decisions without layers of approval, and that aligns perfectly with how we operate here. But I’m also very structured, probably because of that environment. I plan meticulously and encourage my team to think ahead.
This year is what I call a “housekeeping year.” We aren’t launching a new ship, so I’m focusing on dissecting every aspect of the guest experience, conducting an end-to-end audit. Because when we grow to six ships, we need to be ready. I want the team to adopt the mindset that we are already operating at that scale. It’s about preparing today for the future we are building.
In your view, what are the main similarities and differences between luxury hospitality on land and the experience you offer at sea?
There are so many similarities, but also key differences. The guest profile is often the same, discerning travellers seeking exceptional experiences. But the nature of the relationship we build with them is quite distinct. In a hotel, unless it’s a resort, the average stay is typically two or three nights. Onboard our ships, guests are with us for at least seven days, often more. And they are immersed in this environment with us for that entire period.
This extended time together fosters deeper connections. There’s a sense of community onboard that you rarely find in a hotel setting. And that spirit extends to the crew as well. The passion and dedication I’ve encountered in the cruise industry are truly remarkable. Everyone in this segment feels they are part of something special. We genuinely believe we’re working in the best part of hospitality, and our guests sense that.
Interestingly, we’re also seeing about a quarter of our guests being new to cruising. But those who are seasoned cruisers? They feel like they’re part of an exclusive club, as though they know something others don’t. And with Explora Journeys being a relatively new brand, those early adopters have a unique connection with us. They’ve put their trust in us from the beginning, and they genuinely want to see us succeed. That support and encouragement from our guests is something I’ve never experienced quite so intensely in the hotel world.
This sense of connection seems particularly strong in the cruise industry. Why do you think that is?
Onboard a ship, you say hello to people you might not greet in a hotel lobby. It’s as if the ocean connects us all, we’re embarking on this shared journey, quite literally in the same boat. That dynamic fosters a community spirit, both among guests and crew.
In my hotel career, particularly in leadership roles, I often felt a certain corporate distance. But in cruising, that barrier dissolves. Our guests feel invested in our journey as much as their own. They share feedback with me directly, daily. Whether it’s through messages, photos, or stories, they reach out because they feel part of the Explora family. One guest, for example, sends me an update nearly every day when he’s on board, sharing moments and connections he’s made with our crew. It’s that human connection that makes this industry so unique.
This closeness between guests and the brand seems to be a defining aspect of your approach. How do you maintain that as you grow?
It’s about staying authentic and engaged. I take the time to respond personally to many guests. And while I know that as we grow, to six ships and beyond, that may need to evolve, it’s a part of the business I cherish. I think that level of personal care is what sets us apart.
We are selling emotions, memories, and dreams. It’s not just about the logistics of a journey, it’s about the feeling we create. Whether it’s a barista who remembers how you like your coffee or a team member who takes the time to share their story, those moments are what build lasting bonds.
One of the major challenges in the cruise industry today is attracting a younger clientele. How is Explora Journeys adapting its strategy to appeal to new generations of travellers?
we’re very focused on how we present the brand in ways that feel relevant across generations. One of the first things we’re working on is simplifying the language of cruising. We’re uncomplicating the nuances that can sometimes make it feel inaccessible to those who aren’t familiar with this world. We’re working to make our brand feel more elevated and aspirational.
The hardware, our ships, the amenities, is absolutely incredible. But we want to showcase it in a way that feels natural, beautiful, and aligned with the sensibilities of younger travellers. We’ve been rethinking the way we photograph our spaces, avoiding overly staged imagery, and instead capturing moments that feel authentic, that invite you to imagine yourself there.
And beyond visuals, we’re also crafting journeys that appeal to a variety of interests, not just younger travellers but also sports enthusiasts, culture seekers, and wellness-focused guests. For example, aligning with major events like the Monaco Grand Prix allows us to attract a different kind of guest who might not have considered cruising before.
Beyond gastronomy, which is often at the heart of luxury experiences, how do wellness, sports, and excursions fit into this strategy to reach broader audiences?
Our F&B choice is genuinely incredible. We have six standalone restaurants, each with its own kitchen, its own team, and a full à la carte menu, which is not something people expect to find on a cruise. That alone sets a new standard. It’s a world within a world.
We have got a full spa, a range of entertainment, wellness spaces… It’s very much a resort on the ocean, and with that comes the challenge, and opportunity, to tailor our messaging to different demographics.
Our concept of Ocean Wellness is central to who we are. It’s integrated into the journey. We offer yoga, Pilates, outdoor fitness areas, a TechnoGym that’s world-class. One English guest who was new to cruising told me she booked with us specifically because of these wellness amenities.
There’s still this perception among some people that being on a ship means being confined. But the reality is the opposite. There’s this amazing sense of freedom, time expands, you breathe differently, you reconnect. That’s what we want to convey.
All these wellness experiences, the sauna, the salt room, sound healing, yoga, they’re included. And to me, luxury is about freedom of choice. That’s what we’re offering: a space where guests can engage, or disconnect, entirely on their own terms.
Recruiting the right talent is essential to delivering the level of service expected in luxury hospitality. What profiles are you looking for at Explora Journeys, both at sea and ashore?
Right from the start, we made a conscious decision to bring in a hospitality team that was new to cruising. We wanted to do something different, to approach this segment with a fresh perspective. Of course, in certain positions, especially on the maritime side, we absolutely need people with seafaring experience. But when it comes to the hospitality aspect, it’s wonderful to bring in individuals from land-based luxury hotels, people who are fresh to this environment, and who bring a different dimension to the guest experience.
We're present in hospitality schools, with the more traditional land-based hospitality schools, like EHL, and actually, we've just taken a whole batch of interns into the corporate office. We'll be present for their recruitment days, and I'm a real supporter of HR, because we need to be an employer of choice.
The cruise industry is exciting, especially for the younger generation when you get to travel, see the world. That’s why we have to meet people, to make them know that we exist, create awareness.
This mix of profiles creates an incredible energy onboard. Those coming from the cruise world offer valuable knowledge of life at sea, while those from hotels bring a different way of thinking, a different service approach. Together, they learn from one another, and I think guests can feel that. It creates something genuinely authentic, something Jerry Inzerillo touched on earlier when he spoke about the true passion that defines hospitality.
You’ve mentioned several times the emotional bond between guests and your teams. Could you share an example that illustrates this connection?
There are so many moments. One that stands out is about a guest who sends me daily emails when he’s on board, sharing stories, photos, moments that touched him. He recently wrote about Abdi, one of our baristas, who prepared him a cappuccino with “Welcome back” written in the foam, without him even asking for it. That alone would be memorable. But then Abdi shared more of his story.
He pulled out a letter from his apron, an employee recognition award from the ship’s management. He carries it with him every day. He also showed a photo of himself at the award ceremony, standing proudly with the General Manager and HR team. This guest was so moved he said his eyes welled up.
This is the kind of human connection that defines what we do. It’s not just service; it’s genuine care. And our guests feel that. They want to know our crew’s stories, and they form real relationships. The guest who wrote me that email? He later returned to the ship with a gift, an iron for the housekeeping team. He had noticed they were struggling with one during his previous trip, and he wanted to do something about it. Honestly, this is unbelievable.
These bonds, this human relationship, this mutual care, they’re something I’ve never experienced so deeply in any other sector of hospitality.
You’ve taken bold steps throughout your career, including leaving Aman, a brand you loved, to join Explora Journeys. What advice would you give to young professionals in luxury hospitality who are considering a move into ocean travel?
I would say: Think big and chase your dream. You think about these iconic hotels and this dream of going into hospitality because of hotels. But life on the water offers something different, something incredibly exciting. The cruise industry opens up so many opportunities.
My advice is to work hard, stay passionate, and be selective about the brands you align with. Choose those that share your values and let the journey unfold.
Sometimes we overthink career moves, waiting for the perfect moment. But life doesn’t always work that way. I took a risk leaving Aman, I cried every day for two months before I left because I cared so deeply. But once that door closed, I found myself invigorated by this new challenge. It’s about stepping out of your comfort zone. That’s where growth happens.
And at Explora Journeys, we’re still very much in start-up mode. There’s an incredible energy in building something new, surrounded by an amazing team. So, my advice? Be open to this new journey.
 On each of its ships, Explora Journeys cultivates a sense of belonging to a privileged community among its guests
Crédit photo © Explora Journeys
 The brand is working in particular on a range of unique destinations and experiences for its guests
Crédit photo © Explora Journeys
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