Exclusive: ‘We must dispel myths to grow’, says Ponant CEO
Dispelling misconceptions that Ponant is a “French brand for the French” is key to growing the brand’s reputation in the UK, according to the line’s group deputy CEO of global business Belinda Hindmarsh
Speaking exclusively to Cruise Trade News during the CLIA Conference 2025, Hindmarsh outlined the importance of the UK in the luxury expedition line’s growth ambitions, but admitted more needs to be done to cement the company as a household name.
“In terms of our ambitions, [the UK] is incredibly important to us, especially from a customer base perspective,” she said.
“I think we suffer from misconceptions that we are a French brand for the French. The reality is, we are a pioneering expedition luxury brand with deep rooted DNA in experiential holidays.”
Hindmarsh said that despite the business being “fairly small” in the UK, the company has identified British expedition and luxury cruisers as their prime consumer demographic.
“We believe there’s a connection between the sophisticated UK traveller who’s curious and our brand. They like adventure. They like to get out and see new things. They like the idea of having dual language on board,” she continued.
“All of our sailings are in French and English, and [customers] like that cultural experience. We have the best of both worlds. We’re an international offering, but we also have that French heritage and that ‘best of French’ hospitality that you can expect on board.”
Key to reshaping these misconceptions, Hindmarsh says, is the UK trade. Last year the company brought in Anthony Daniels to head up its UK expansion, and at the turn of 2025 purchased a majority share in small-ship specialist Aqua Expeditions.
“Education and understanding is one of the biggest barriers for the trade, around 38 per cent said it was the barrier to why they’re not selling luxury or expedition cruises,” Hindmarsh added.
“Anthony is building a robust team here in the UK and they’re here to help deal with any inquiries, but also support agents so they can spread the message of what we do and why we’re different.”
Hindmarsh said the takeover of Aqua sets the groundwork for future expansion of the Ponant Group.
“We’re very excited about entering the river foray. It’s new for us with Aqua Expeditions. We’re looking already at how we can support our guests but ultimately, it’s about bringing together like minded brands with a focus on sustainable exploration.”
