____________________________________________________________________________________________ Ultra-luxury travel
thousands of agencies operating in the UK . In August 2021 I was announced as the winner of the John Hays Entrepreneur of the Year Award at the Travel Industry Awards 2021 in recognition of my entrepreneurial spirit and outstanding ability to disrupt the travel sector . On presenting the award , Dame Irene Hays said : “ James ’ s entrepreneurial flair and laserfocus are outstanding . His new business idea which - against all odds - was able to launch during the height of the pandemic has already established a fantastic base for future trading .”
What made you decide to found Panache and what inspires you to continue to break boundaries in the cruise sector ? When I was asked the key question why I launched a cruise business during this pandemic , when there are no cruise ships sailing , my response was that it ’ s not about what ’ s happening today , it ’ s about what will be happening in three , five or ten years from now , and which time the cruise industry will be bigger , more innovative , and even better than it ’ s ever been . I fundamentally believe that Covid-19 gave me a unique opportunity to bring to market a cruise company that is fit for purpose as the sector entered a new world of cruising .
Panache Cruises is not just another cruise retailer , it ’ s the culmination of my 25 years in the cruise industry and brings together all my learnings from other roles . The last few years has presented itself as a unique opportunity to consider the future market dynamics and develop the foundations of a business that will be robust for the future .
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