On board the Lapérouse, between Rotterdam and Bergen, the message was clear, deliberate, and almost strategic. For 2026, Ponant Explorations isn't relying solely on its brand or iconic expeditions. The group is primarily focusing on travel agencies. The stated objective: 6% growth in B2B. A strong signal in an increasingly competitive premium market.
Summary
2026, a BtoB ambition stronger than direct marketing
According to the trade press, Ponant Explorations used its fifth Sea Seminar to set a clear course for its French-speaking network. Addressing some sixty agencies, the new president, Benoît-Etienne Domenget, appointed on November 3rd, laid out his roadmap.
The 2026 objective is clear: +6% growth in B2B in France, Belgium, and Switzerland. This figure exceeds the ambition set for B2C. Olivier Narcy, EMEA Sales Director, stated it unequivocally: "These 6 additional points of growth concern trade. Our ambition is greater in 2026 for B2B than for direct sales. This shows how much we are counting on you."
In a context where many premium players are strengthening their direct distribution, this positioning deserves to be highlighted.
Ponant Explorations defends its exploration DNA
“Ponant is all about exploration,” Benoît-Etienne Domenget emphasized to the partners. Continuing to go where others don't, while consolidating a high-end positioning in an environment where even some hotel chains are now investing in luxury cruising.
The message is based on what management calls a continuous "upward movement." This involves upgrading the product, increasing operational standards, enhancing hospitality rituals, and ensuring consistent execution. While Le Commandant Charcot represents the pinnacle of the offering, the company emphasizes that it also offers more accessible itineraries, particularly in the Mediterranean, to broaden its customer base.
Sales forecasting and opening of sales 30 months in advance
Another strategic lever for 2026 is anticipation. Sales openings will gradually increase from 21 to 30 months. The objective is clear: to capture bookings well in advance and offer greater visibility to agencies.
A sales challenge has also been launched, particularly focusing on polar expeditions and Polynesia. As part of this initiative, Ponant Explorations is strengthening its partnership with Air Tahiti Nui and Tahiti Tourisme to better integrate air travel into agency packages.
The growing influence of Aqua Expeditions, now part of the group, contributes to this momentum. Olivier Narcy publicly acknowledged this: "The trade share is higher for Aqua than for our other trips. It's not yet fully integrated into our tools, so it's more difficult to sell. Despite that, you've had a huge success with it."
Key figures and strategic levers for 2026
| Strategic priorities 2026 | Announced direction |
|---|---|
| B2B Growth | +6% (France, Belgium, Switzerland) |
| Business priority | Trade priority vs BtoC |
| Sales open | Gradual transition from 21 to 30 months |
| Focus destinations | Polar poles and Polynesia |
| Air Commission | 10% via Ponant channels |
Questions that agencies are asking themselves for 2026
Is BtoB really a priority?
Yes, management states that the ambition for growth is stronger in trade than in direct sales.
Why open sales earlier?
To capture advance bookings and secure long-term revenue.
What role does air travel play?
Securing routes, guaranteeing connections and improving margins through a 10% commission.
Is the IT migration stable?
The issue remains sensitive. "What's hard for you is worse for us," the president acknowledged.
Where does differentiation lie?
In exploration, moving upmarket, and complete mastery of the customer experience.
Ponant Awards 2026: a strong signal to the network
Fifteen agencies and tour operators were rewarded for their annual progress. Among the winners: Juen Voyages (Southeast), Eagle Travel (BeLux), Votre Voyage (Paris IDF), Des Routes et des Rêves by Iana (Greater North), Neomare (Greater West), Amazing Destination (Flanders), Salaün Holidays Hossegor (Southwest), Havas Voyages St Etienne (Rhône-Alpes) and Sylvie Lutry Voyages (Switzerland).
Havas Voyages also won the national network award, while Kuoni was crowned best tour operator in France and Switzerland.
🏆 2026 Partner Awards
📍 Best agency by sector
🌍 Best Tour Operators
Key takeaways for tourism professionals
- Ponant Explorations announces BtoB growth of +6% in 2026.
- Trade is becoming the primary driver of development.
- Opening up sales to 30 months changes the commercial logic.
- Air travel is becoming a strategic lever with a dedicated commission.
- Moving upmarket remains the basis for differentiation.
My analysis : this positioning is far from insignificant. In a premium market where the temptation of direct bookings is strong, Ponant Explorations is choosing to consolidate its network of agencies. For 2026, growth will clearly depend on you. The question is no longer whether trading matters, but how each agency will capitalize on this strategic opportunity.
If you are working in the premium cruise segment, 2026 is being prepared for now.
Updates
This article was written based on information published in the trade press and official statements from the management of Ponant Explorations during the 2026 Sea Seminar.
Sources
https://www.tourmag.com/Ponant-Explorations-la-croissance-2026-passera-par-les-agences_a130697.html
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