Photo Credit: John the Wanderer
This article is Explora Journeys and their evolving identity within the luxury travel sector. It is about the "Maybe" brand campaign that positions these vessels as the world’s best hotels and the upcoming technical expansion of the fleet with the launch of EXPLORA III.
Explora Journeys is the luxury lifestyle brand of the MSC Group. Since its launch in 2021, the company has sought to differentiate itself from traditional cruise lines. The current fleet consists of EXPLORA I and EXPLORA II, with four additional ships scheduled for delivery through 2028. The brand is currently focused on a marketing pivot that moves away from maritime terminology in favor of hospitality-centric language.
The "Maybe" Campaign: A Strategic Shift in Identity
The "Maybe" brand campaign is the latest initiative from Explora Journeys to capture the attention of high-end travelers who typically avoid cruising. The campaign poses a central question: Is the best hotel in the world actually a ship? This positioning is a direct attempt to compete with land-based luxury icons like Aman, Rosewood, and Belmond.
In my experience reviewing various cruises, I have seen many lines claim to offer a hotel-like experience. However, Explora Journeys is the first to make this the core of their brand identity. They describe their ships as "five-star floating sanctuaries." This strategy acknowledges a specific market segment: the "cruise-curious" luxury traveler who values design and service but remains skeptical of traditional cruise ship environments.
The campaign emphasizes the "Ocean State of Mind." This is defined as a mindset reached through the transformative power of the sea. By focusing on the hotel aspect, the brand highlights its lack of typical cruise elements: such as rigid schedules or crowded buffet lines: and instead promotes curated culinary experiences and wellness.
Walking into the lobby, you instantly lose the sense of being on a ship—it feels exactly like stepping into the foyer of a world-class boutique hotel:
Photo Credit: John the Wanderer
EXPLORA III: The First LNG-Powered Vessel in the Fleet
A significant milestone for the brand is the scheduled debut of EXPLORA III in July 2026. This ship represents a technical evolution for the fleet. It will be the first vessel in the Explora Journeys lineup to be powered by Liquefied Natural Gas (LNG).
The transition to LNG is part of a broader commitment to sustainability within the MSC Group. LNG is currently the cleanest marine fuel available at scale. It significantly reduces sulfur oxide (SOx) emissions by 99% and nitrogen oxide (NOx) emissions by 85%. It also plays a role in reducing greenhouse gas emissions by up to 20%.
EXPLORA III is being constructed at the Fincantieri shipyard in Sestri Ponente, Italy. The ship will measure approximately 226 meters in length and feature 461 ocean-front suites. The inclusion of LNG tanks required a slight modification to the ship's internal layout compared to its predecessors, EXPLORA I and EXPLORA II. Despite these technical changes, the brand maintains its focus on space-to-guest ratios, which remain among the highest in the luxury news segment.
The Owner’s Residences: Design by Patricia Urquiola
For many travelers, the defining feature of a luxury hotel is the suite design. Explora Journeys has partnered with world-renowned architect and designer Patricia Urquiola to design the Owner’s Residences on EXPLORA III. Urquiola is known for her work with major luxury brands and her ability to blend modern aesthetics with functional comfort.
The Owner’s Residences are the most prestigious accommodations on the ship. They offer a total space of over 280 square meters (approximately 3,014 square feet). This includes an expansive private outdoor terrace that spans the full width of the ship, complete with a private infinity whirlpool.
Inside, the design prioritizes natural light and high-end materials. Urquiola has selected a palette that reflects the colors of the ocean. The residences feature separate living and dining areas, a private bar, and a dedicated butler service. The goal is to provide a residence that feels permanent and personal, rather than a temporary cabin. This focus on residential design is a key component of the brand's "best hotel" claim.
Photo Credit: John the Wanderer
Culinary and Wellness: The Pillars of the Experience
A hotel is often judged by its dining and spa facilities. Explora Journeys has structured its onboard experience around these two pillars. The ships feature nine distinct culinary experiences, including Sakura (pan-Asian), Marble & Co. Grill (steakhouse), and Anthology, which often features guest chefs with Michelin backgrounds.
The "Ocean Wellness" concept is another area where the brand mimics high-end land resorts. The spa facilities cover over 700 square meters and include indoor and outdoor wellness areas. There are specialized treatment rooms, a hydrotherapy pool, and a Finnish sauna. The fitness center is equipped with Technogym gear, and there are dedicated spaces for yoga and meditation.
In my recent reviews, I have noted that the level of personalization in wellness programs is becoming a major differentiator. Explora Journeys offers nutritional consultations and personalized fitness plans that can be continued after the journey ends. This holistic approach aligns more closely with a luxury wellness retreat than a standard cruise ship spa.
Exploring the Itineraries: Beyond the Port
While the ship is positioned as a hotel, its primary advantage is its mobility. The 2026 itineraries for EXPLORA III include a focus on "slower" travel. This involves longer stays in port and more overnight stays in iconic Mediterranean and Caribbean destinations.
By spending more time in port, guests can engage with the local culture in a way that traditional cruising doesn't always allow. Explora Journeys calls these "Destination Experiences." They are designed for small groups and focus on authentic, off-the-beaten-path activities. This might include private visits to historical sites or culinary tours with local producers.
The ability to wake up in a different world-class destination each day while staying in the same high-end "hotel" room is the ultimate luxury proposition. It eliminates the stress of packing and unpacking or dealing with regional airfare logistics during a multi-city European tour.
Photo Credit: Explora Journeys
Photo Credit: Explora Journeys
Sustainability and the Future of the Fleet
The launch of EXPLORA III is only the beginning of the brand's environmental roadmap. EXPLORA IV will also be LNG-powered, while EXPLORA V and EXPLORA VI are expected to incorporate hydrogen fuel cell technology. This would allow the ships to operate with zero emissions while in port.
The company is also focused on eliminating single-use plastics and implementing advanced wastewater treatment systems. These initiatives are essential for the long-term viability of luxury travel in sensitive marine environments. For the modern luxury traveler, the sustainability credentials of a brand are often as important as the quality of the linens or the vintage of the wine.
Photo Credit: Explora Journeys
Summary of Technical Specifications
For those interested in the data, here is a breakdown of what to expect from the upcoming EXPLORA III:
- Launch Date: July 2026
- Shipyard: Fincantieri (Italy)
- Propulsion: LNG (Liquefied Natural Gas)
- Tonnage: Approximately 63,900 GT
- Length: 226 meters
- Suites: 461 Ocean-front suites
- Guest Capacity: Approximately 900
- Crew-to-Guest Ratio: 1:1.25
Explora Journeys is effectively blurring the lines between the maritime and hospitality industries. By focusing on high-level design, technical innovation, and a hotel-first marketing strategy, they are creating a new category of travel. Whether you call it a ship or a floating hotel, the result is a highly refined experience tailored to the modern explorer.
More Information
For further technical details and official announcements regarding the fleet expansion, visit the Explora Journeys Press Center.
Plan Your Next Luxury Escape with John
From my first travel brochures to my love for all-inclusive cruising, I've always been drawn to the finest experiences at sea. Explora Journeys is truly redefining what a "hotel" can be. If you're ready to experience this level of luxury, I'd love to help you book your suite. Connect with me at my contact page to start planning.