Explora Journeys turns the ocean into a five-star hotel

Luxury ocean travel brand Explora Journeys has unveiled a new global campaign positioning itself as a “hotel without an address”, as it looks to challenge traditional perceptions of cruise travel. 

As Explora Journey seeks to carve out a distinct space within the high-end hospitality sector, the campaign departs from conventional cruise imagery and opts for a stylised, contemporary aesthetic inspired by offbeat cinema. It is developed by McCann Paris and directed by award-winning filmmaker and photographer Jonas Lindstroem. 

Built around a series of evocative “Maybes”, the campaign reframes the brand not as a cruise line, but as a five-star floating hotel, positioning the ship itself as the ultimate destination and spotlighting the advantages of a boutique luxury resort that moves.

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The short film brings this idea to life through a sequence of on-board moments, each framed as a “maybe” that playfully reimagines familiar hotel rituals such as wake-up calls, fine dining and check-ins.

The creative platform is anchored on the idea of delivering “the finest of everything, everywhere, all at once”, underscoring the brand’s ambition to transcend land-based luxury and redefine ocean travel.

According to Explora Journeys, the campaign aims to appeal both to loyal guests and a new generation of affluent travellers, as it continues to differentiate itself from legacy players in the luxury cruise market. The campaign will roll out globally across digital, social, print and selected out-of-home channels.

“We are suggesting that the most compelling hotel experiences – now and in the future – may not be found on land at all. By embracing a more playful, cinematic narrative, we are inviting the most discerning guests to see ocean travel from a new perspective, one where the ocean is not simply a passage between destinations, but a place for perspective, restoration and personal discovery," said Anna Nash, president of Explora Journeys. 

She added, "We are proud to hold one of the highest Net Promoter Scores (NPS) in the industry – a clear indicator of guest satisfaction and loyalty – and already more than a third of our guests are new to ocean travel. As we look ahead to having six ships on the water by 2028, we are excited to share this bold new campaign that really captures the essence of our ‘ocean state of mind’."

In tandem, Julien Calot, chief creative officer at McCann Paris, said, "The campaign offers a radically new perspective on life at sea, driven by emotion, sensation and a subtle sense of wit. Fresh, punchy and unlike anything currently seen in the industry, it focuses on the feelings that stay with you long after a Journey ends: calm, space, pleasure, movement and quiet moments of joy." 

Liam Fearn, executive creative director at McCann Paris, said the hero film and accompanying visuals are anchored in a simple but powerful idea: that an Explora Journeys ship is more than a vessel, but a space that moves with guests, adapts to them and offers new perspectives each day.

The move comes as cruise brands step up experiential marketing efforts across the region. Earlier this week, UOB, Marina Bay Sands and the Singapore Tourism Board, in collaboration with Disney Cruise Line, unveiled a two-month activation at Marina Bay.

Titled “Adventure begins: A magical bay celebration with Disney Cruise Line”, the campaign runs from 26 February to 30 April 2026 and features retail, dining and entertainment experiences. The centrepiece is a 10-minute fireworks sky show staged over three nights from 13 to 15 March, choreographed to Disney classics including When You Wish Upon a Star, Let It Go, Under the Sea and You’ve Got a Friend in Me.

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