Panache Cruises eyes further growth with Big Ship Luxury collection launch

Panache Cruises has released a new Big Ship Luxury collection selling suites and top-end categories on large and mid-sized ships. 

Big Ship Luxury sits alongside the company’s other sub-brands, including the most recent addition of Panache Expeditions, and focuses on selling high-end accommodation onboard larger ships that have a greater variety of facilities and amenities than smaller luxury or ultra-luxury vessels.

Founder and chief executive James Cole said: “There aren’t many people who sell mainstream cruising that has that luxury opportunity. It’s about selling from the top down.

“We can see [interest from] some of our existing customers, especially if they’re taking family away – it might be grandparents taking kids away so being on a big ship suits them.

“It’s an opportunity to bring new people into the business as well, who still want access to a luxury product but in a big-ship environment.”

The range features suite-level product and exclusive ship-within-a-ship areas from Cunard, Holland America Line, Celebrity Cruises, MSC Cruises and Virgin Voyages. 

Cole added: “Cunard’s Grill Suites are a great example – they give you access to an incredible restaurant, amazing personalised service, personal deck space, larger suites, but you’ve got the opportunity to go and see a West End show in your own box. 

“It’s the best of both worlds.”

Cole also discussed the company’s ambitious growth strategy, with plans to open offices in Canada and Australia following a £2.75 million refinancing package to help the company grow its international sales, while head-office functions remain in the UK.

The company has made 15 new hires in the UK over recent months and continues to expand its team, having hit £41 million turnover in the past year, of which £31 million was from the UK and the remaining £10 million from the US.

He added that the company’s ‘Mission 2030’ set a goal of being the world’s largest seller of luxury and ultra-luxury cruises by 2030.

“It’s a pretty bold target – but why not? Somebody’s got to be the biggest,” he said.

“The market is growing, there are lots of new cruise ships. We’re completely invested in luxury and ultra-luxury cruising because that’s all we do. We’re on a mission to achieve that objective.

“It’s just about setting expectations. We have already proved the concept – we’re confident.”