Luxury ocean travel is undergoing a transformation. No longer defined by mass tourism and packed itineraries, today’s discerning travellers are seeking immersive, meaningful, and lifestyle-driven journeys at sea. Leading this change is Explora Journeys, part of MSC Cruises, which is redefining what it means to sail in style. Angelo Capurro, Global Executive Director at MSC Cruises, shares how the brand is reimagining luxury at sea, from experiential travel to wellness, sustainability, and the growing importance of the Middle East.
From Transactional to Transformational Travel
Capurro believes the shift toward boutique and experiential cruising reflects a deeper change in travel values. “Travelers today want more than a holiday; they want immersive and purposeful experiences. Explora Journeys was created with this in mind, curating intimate, slower-paced voyages that explore lesser-known ports, cultural depth, and highly personalized service.
Our brand was born from a desire to re-imagine ocean travel – transforming it from transactional to transformational,” he explains.
Redefining Luxury at Sea
The concept of luxury itself is evolving. It is no longer about excess but about intentionality, space, and freedom of choice. Guests are looking for elegance without formality, wellness without rigidity, and service that feels intuitive rather than intrusive. Explora Journeys reflects this vision through its “Homes at Sea” philosophy, flexible itineraries, and retreats that allow guests to connect with the ocean, with themselves, and with others who share their values.
At the same time, Capurro points to a rising demand from younger travelers. For this generation, luxury combines refinement with energy, entertainment, and a zest for life. They want to celebrate at sea with live performances, curated DJ sets, and vibrant social gatherings. Explora Journeys has embraced this by offering beach club atmospheres, mixology sessions, art jams, sports tournaments, and themed events. For Capurro, true luxury now means providing both sophistication and vitality, ensuring that every guest finds a deeply personal and enriching experience.
Competing on Quality, Not Scale
Boutique cruise lines face a different set of challenges than global cruise giants, but Capurro sees this as an advantage rather than a limitation. “We don’t aim to compete on volume; we focus on excellence, curation, and transformation,” he says. Explora Journeys’ growth from the launch of EXPLORA I to a six-ship fleet by 2028 demonstrates strong demand for this elevated approach. While large cruise companies may dominate on scale, boutique lines are carving out a future built on time, space, and meaningful connections.
One of the most noticeable shifts here is a move away from port-hopping toward slower and deeper travel. Explora Journeys has designed itineraries that allow for extended stays, fewer sea days, and more overnight visits in culturally rich destinations. Capurro highlights that the Summer 2027 program, includes immersive journeys such as sailing Alaska’s Whale Highway and exploring the Adriatic.
“For today’s travelers, the pace may be slower, but the impact is much greater.”
Scaling a boutique brand presents its own challenges, particularly the need to maintain intimacy and exclusivity. For Capurro, the solution lies in evolution rather than replication. “Each new ship is designed as a progression of the experience, with enhancements in suite design, wellness integration, and sustainable technologies. Guest numbers are kept intentionally low to preserve the brand’s DNA of exclusivity,” he adds.
Storytelling Through Destinations
Destination-led storytelling is also a hallmark of Explora Journeys. It begins with itineraries designed not only for where the ship goes, but why it goes there. Cultural immersion and local partnerships allow guests to engage deeply with each destination. Capurro points to the Ocean Wellness Retreats as an example, which go beyond well-being to draw on the spiritual rhythm of the sea and the places visited along the way.
A Commitment to Sustainability
For many, luxury and sustainability may seem at odds, but Explora Journeys is proving they can go hand in hand. “True luxury today must be responsible,” says Capurro. Starting with EXPLORA III, ships will be powered by LNG, while shore power connectivity, underwater noise management, and energy-efficient operations are becoming integral to the fleet. The company’s long-term vision is for high-end cruising to be regenerative rather than extractive.
Wellness and Culinary Journeys at Sea
Wellness at sea is no longer confined to spas and gyms. Explora Journeys has embraced a holistic approach that incorporates breathwork, energy healing, sound therapy, movement practices, and mindfulness workshops. This philosophy extends naturally into its culinary offerings, where food is viewed as an integral part of well-being. Menus are crafted around fresh, nourishing, and adaptable dishes designed to energize and align with individual health goals. Capurro describes this as “ingredients with purpose and menus that energize,” giving guests the freedom to dine in harmony with their lifestyle.
Dining, in turn, has become a central pillar of the luxury cruise experience, but not in the traditional sense. Explora Journeys has replaced buffets with intimate à la carte concepts, complemented by immersive Chef’s Kitchen encounters and destination-led menus. For Capurro, food is more than flavour – it is storytelling, sourcing, and cultural connection. By uniting holistic wellness with conscious gastronomy, Explora Journeys ensures that every meal at sea nourishes both body and spirit.
As Explora Journeys expands, the Middle East has emerged as a key growth region. Capurro notes that Gulf travelers value personalized service, meaningful cultural immersion, and seamless luxury. They also travel in family and multi-generational groups, which aligns perfectly with the brand’s “Homes at Sea” philosophy.
“This is a region of extraordinary sophistication and cultural depth,” he says. “As we expand here, we look forward to creating journeys where every detail is considered and every moment curated for connection, discovery, and quiet luxury.”
