Ponant is now Ponant Explorations to sail away from other luxury competitors

• Ponant, the small ship luxury line, has added Explorations to its name.
• The move has been made after it acquired Aqua Expeditions, another luxury small ship line.
• It is seen as a way of differentiating itself from the growing list of branded luxury yachts.

French small ship line Ponant has announced a name change: they will now be known as Ponant Explorations. The CEO, Hervé Gastinel, promised that, despite this change, the cruise line will remain “true to our core identity”.

The recent acquisition of a majority stake in Aqua Expeditions has pushed the decision. However, with Ponant known for its small ship expeditions, the new name seems like a natural fit.

The group now includes three commercial brands: Ponant Explorations, Paul Gauguin Cruises and Aqua Expeditions.

Aqua Expeditions is known for its small-ship river and ocean cruises in South America and South-East Asia. The line’s vessels are sleek and modern, and their onboard experience includes five-star itineraries, award-winning chefs and a rare 1:1 crew-to-guest ratio.

Gastinel said the name change “reinforces its ambition to accelerate its development while strengthening its position in a dynamic and evolving market”.

Deb Corbett, the CEO of Asia Pacific Ponant Explorations Group said, “The Asia Pacific team is excited and proud to be part of this phase of strong expansion, we all look forward to implementing our diverse and dynamic go-to-market action plans to  support the vision and growth of this portfolio.”

It isn’t the first time the line has changed names. The line was once known as Compagnie Du Ponant. In 2014, the name was changed as Ponant seemed shorter, easier to remember and had a stronger visual impact.

Differentiating themselves from other luxury yachts

This name change reinforces that Ponant is first and foremost a cruise line that specialise in small-ship exploration.

None of their vessels have a capacity of over 500. Ships will often carry guides and lecturers. Sustainable tourism is prioritised. Cultural, scientific and historical conferences take place on board. Destinations include Antarctica, Papua New Guinea, the Amazon and the Kimberley to name a few.

Becoming Ponant Explorations Group strengthens their brand identity as leaders of cultural expeditions and shore excursions.

It also puts some distance between the line and Four Seasons and Ritz Carlton hotel brands which are now launching luxury small yachts.

Will Ponant lose its French touch?

Ponant is the most prominent French cruise company in the world. On its website, it claims to be an “exponent for the French way of life across every sea on the globe.”

Ponant was created in 1988 by officers of the French Merchant Navy. It acquired Paul Gaugin Cruises in 2019 and Le Paul Gauguin, specially designed for the Polynesian waters, joined its fleet.

As Ponant becomes Ponant Explorations Group and diversifies its portfolio, will it lose its French touch? The company’s ethos is grounded in traditional French hospitality and luxury, which is seen in its service, cuisine and design. As the company expands and focuses on its status as an exploration ship, its French sophistication may be diluted.

Although Aqua Expeditions aligns with Ponant’s small-scale ships, responsible tourism and luxury service, there is nothing French about their brand. It will be interesting to see how Aqua Expedition’s ships embrace the Ponant way.

Ponant was acquired by Artémis, holding company of the Pinault family, to continue the company’s development while remaining true to its environmental commitments in the same spirit of innovation and excellence.

Ponant is in good company. François-Henri Pinault is a billionaire, husband of Salma Hayek and the CEO of Kering, a luxury goods conglomerate that owns iconic fashion houses like Gucci, Saint Laurent, Balenciaga, and Alexander McQueen, Pinault has amassed considerable wealth.

For more see here.