Explora Journeys, the luxury ocean travel brand owned by MSC Group, has unveiled an expanded version of its Explora Club loyalty programme, which launched this year. The enhanced scheme includes new benefits, with five membership tiers, and it extends across more parts of the brand's growing fleet.

The programme offers Classic, Silver, Gold, Platinum and Diamond levels, each providing increasingly exclusive benefits.

Members can earn rewards ranging from personalised welcome gifts and priority access to services, through to complimentary week-long cruises for two at the highest tier.

The expansion includes Status Match with 11 luxury cruise lines, allowing existing members of brands including Oceania Cruises, Seabourn, Silversea, Regent Seven Seas Cruises, Crystal Cruises and Ponant to transfer their status to Explora Club.

The loyalty programme was rolled out this year

Membership levels are calculated through weighted nights at sea, which are multiplied by suite category. Members can also accumulate points through pre-journey or onboard purchases of Destination Experiences and eligible onboard spending.

Qualifying purchases include Ocean Wellness services, exclusive culinary experiences, beverages, laundry services and items from The Journey boutique.

However, certain purchases are excluded, including pre- and post-journey hotels, flights, transfers, and items from the Encore by Explora Journeys venue, as well as luxury boutiques including Rolex, Cartier, Panerai, Piaget and Buccellati, plus casino spending.

The expanded Status Match programme now encompasses 11 luxury cruise lines, up from the previous offering. Guests holding loyalty status with participating lines can receive equivalent Explora Club recognition from their first journey with the brand.

The programme's benefits begin at with personalised onboard welcomes and exclusive member offers. members receive birthday surprises and invitations to cocktail parties with ship leadership, whilst members enjoy surprise turndown services and complimentary laundry bags.

introduces Journey Experience Credits for Ocean Wellness and Destination Experiences, priority reservations for onboard services, and behind-the-scenes tours of the bridge and engine room.

members receive the most extensive privileges, including a complimentary week-long journey for two, private airport transfers, complimentary suite upgrades, and exclusive culinary experiences such as Chef's Kitchen or Anthology dinners.

Additional Diamond benefits include private shopping experiences outside boutique hours and President Journey experiences. All tiers receive access to a dedicated members' area on the Explora Journeys website, with increasing levels of priority assistance and value savings on future journeys.

Cruise guests can benefit from huge rewards

Global president of Explora Journeys Anna Nash said: "The launch of Explora Club marks a significant milestone in the evolution of our dynamic and rapidly growing brand. It is our way of celebrating the loyalty and trust of our guests - those who have embraced our vision from the very beginning, and those just beginning their journey with us today.

"Inspired by our philosophy - defined by ultra-elegant experiences, impeccable personal service, and seamless cultural discovery - Explora Club goes beyond rewards. It reflects how much we value our guests. Designed to elevate every journey, it offers thoughtful privileges and unforgettable experiences that nurture the emotional connection we are proud to share - both with our guests and with the ocean itself."

Members will gain access to a personalised 'My Explora' area by July 2025, where they can view their benefits and status. Past journeys will be recognised and incorporated into members' levels. Explora Journeys plans to expand its fleet to six luxury ships by 2028. EXPLORA I and EXPLORA II are currently in service, with four additional vessels scheduled to join between 2026 and 2028.

This comes as Carnival Cruise Line announced it would overhaul its loyalty programme, with benefits including free drinks and spa treatments.