Seabourn is shifting focus from expedition cruising to ocean cruising in the Australia and New Zealand market, in a move that aligns with growing demand for travel to regions like the Mediterranean and Alaska.

The decision marks a significant pivot after a successful run in the expedition sector, Director of Sales for Holland America Line and Seabourn Alex Pikardt told LATTE at the Virtuoso ANZ Forum in Perth last week. “We were so focused on expeditions, just pumping that for a good 18 months, two years,” he said.

“Now, it’s in a great spot where expeditions are off the charts for us.”

Now, while the company will continue to push expedition cruises, especially in popular regions like the Kimberley and Antarctica, there’s a renewed emphasis on ocean cruising, with the Mediterranean, a core destination, integral to its destination line-up.

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“The Mediterranean is still a huge part of the itinerary mix,” Pikardt said, referring to Seabourn’s two ships dedicated to the region. The company is also expanding its reach in other areas, including Japan and Alaska, with a new focus on cherry blossom seasons in Japan and the first-ever Alaska season for its vessel, Encore.

In addition to new routes, Seabourn is also enhancing its offering by integrating expedition-style experiences into its ocean cruising product. “Encore will have ‘Expeditions by Seabourn’ on board,” Pikardt pointed out, explaining that the company is exploring how to blend adventure and luxury on the high seas.

This transition reflects Seabourn’s adaptability in a competitive market. Despite rising competition at the luxury end of the cruise sector, Pikardt remains unfazed. “We’re confident in the product,” he said.

While he admitted the “noise” generated by the new entrants to the market can be challenging to cut through, he referred to its well-established offering and loyal customer base as major advantages in a more crowded and diverse cruising landscape.

“We get a lot of repeat business, once people have been on once, they tend to stay with us,” he continued.

Strong forward bookings back up his positive outlook, with sales up 20% year on year despite unchanged capacity. “A lot of this is coming from ticket price revenue,” he explained, with longer lead times working to the cruise line’s advantage.

Tweaks to Seabourn’s onboard product are also proving popular, according to Pikardt, with the recent introduction of Mediterranean restaurant Solis, first launched in January 2024 aboard Seabourn Quest, proving popular with guests. The new concept, a shift away from the previous offering The Grill by Thomas Keller, came in response to guest feedback.