Luxury cruise agency Panache Cruises has appointed Juliana Nasmith to head up its new operation in Australia.
Juliana, who previously worked for Luxury Escapes and Helloworld Travel in senior roles during a 25-year career in the Australian travel industry, has joined Panache as Head of Sales and Operations.
The Chorley-based company is preparing to launch in Australia in May and is now searching for an office in Sydney and recruiting up to 10 staff.
Founder and CEO James Cole said the company is investing a six-figure sum in the Australian launch and said recruiting Juliana was ‘pivotal’.
He said: “The Australian market is very different to the UK because of the time difference. It was absolutely crucial that we recruited someone who was going to lead the business in Australia and we were delighted to recruit somebody of the stature of Juliana.”
Juliana added: “The luxury cruise market in Australia is growing quickly and it’s a great opportunity for Panache Cruises.”
The launch in Australia comes after the cruise line agreed a £2.75 million refinancing package with HSBC UK last year.
Panache was founded in 2020 and now employs a team of more than 100. It also has plans to expand into Canada.
In 2024, Panache opened a US office, which employs 13 people and has exceeded £11m turnover in the last 12 months.
