In Sydney on a flying visit, Ponant Explorations Group Deputy CEO of Global Business Belinda Hindmarsh sat down with Karryon to talk about the growth of the luxury expedition cruise company and its focus in the future.
Originally from New Zealand and now based in Rome, Belinda Hindmarsh was in Australia to catch up with the cruise line’s Asia-Pacific team and to brief media on the France-based company’s latest acquisitions and its renewed focus on less-visited parts of Europe.
The dynamic and down-to-earth exec joined Ponant in 2023, having worked in several high-level jobs in the travel industry for 20-plus years.
When the company acquired a majority share in Aqua Expeditions earlier this year, Hindmarsh took on the additional role of the boutique expedition line’s Director of the Board.
In 2019, Ponant added French Polynesia-based Le Paul Gauguin to its portfolio and now the total fleet numbers 19 stunning small ships. Make that 20 when the newest Aqua Expeditions vessel sets sail in East Africa in December.
“I might be a little biased, but I believe that the local travel community is one of the most advanced, most knowledgeable in the world,” says Hindmarsh. “Both in terms of the travel trade’s knowledge and expertise and travel-savvy consumers.
“Australasia has a market of consumers who love to travel. Generally, they’re very direct. They know what they want, have a sense of adventure and are willing to be open-minded and look for recommendations.
“I think this is part of the magic recipe that is fuelling the incredible growth that Ponant Explorations is seeing in this region. It’s that willingness to do something unique and different, and that trust in us to propose new and exciting adventures – which is what we are all about.”
Heritage and future
Hindmarsh says the three key things that define Ponant Explorations are its pioneering spirit, focus on sustainability and the destinations its ships explore on every continent.
“Exploring sustainably has been part of Ponant’s DNA since its inception 36 years ago,” she says.
“That’s what really convinced me to join the company. Sustainability is not something we bolt on – it’s about innovation, investing time and money in building teams to create the fleet of the future that’s going to help not just us, but it will help the entire industry to make a difference in this space.”
Work on the zero-emission vessel Swap2Zero, which is set to be the world’s first transoceanic ship designed for carbon neutrality, continues in Europe and recently received European Commission funding.
Meanwhile, on a smaller scale, the APAC division of Ponant Explorations recently partnered with OzHarvest to support actions against food waste and bolster educational programs about food and sustainability.
“Our work with OzHarvest will start in the Northern Territory, where we’ve been sailing for more than 11 years and have invested in a lot of educational programs,” Hindmarsh explains.
“We’ve brought 17,000 people to the region and we are very excited about this partnership – not only because it makes such a difference, but also because our values are so aligned. It just couldn’t have been a better match.”
Destination focus
Before she joined the company, Hindmarsh thought she had travelled a lot of the world. What she has discovered in the past two years is that Ponant’s luxury expedition ships explore the most remote corners of the globe, but they also offer a vast range of sailings and onshore experiences in Europe.
“The very first cruise I ever did was in Croatia,” says Hindmarsh. “I live in Italy, just across the water, but we stopped in places I’d never heard of. I absolutely loved it. We have 10 ships in Europe every year, offering everything from the French Riviera to Greece, Italy, Scotland, Ireland and the Azores.
“Adding Aqua Expeditions to the portfolio has made our entry into the river space. It has been exciting to explore how we can create seamless land, river and ocean journeys for our guests, and redefine what exploration means in the luxury space.
“We have been talking about Africa, safaris and land tours. Who knows? It is all about exploration.”
All roads lead to Rome
Talking to Karryon Luxury after the event at Sydney’s gorgeous Chiswick restaurant, which also partners with OzHarvest, Hindmarsh explains why she now lives in Rome.
“Travel has always been part of my DNA – I was born into a family of explorers. My mother was born in Holland, my grandmother in Indonesia, and the spirit of curiosity and cultural discovery was instilled in me from an early age.
“At just 16, I travelled to Denmark on a student exchange with AFS and never really looked back. I continued my studies in Copenhagen and soon found myself immersed in the tourism industry, starting out with Aer Lingus.
“From that point on, I was hooked. I spent 14 incredible years at Expedia, which gave me deep insights into B2B marketing, hotel supply, travel tech and distribution. That led to my transition into corporate travel, salesforce effectiveness and ultimately, my role as Chief Growth Officer at CWT.
“My move into cruise was a steep but fascinating learning curve. It’s a complex puzzle —balancing fleet planning with creating transformative guest experiences in some of the world’s most remote and biodiverse regions, while also tailoring onboard comforts to suit a wonderfully diverse mix of cultures. I’ve loved every step of the journey.”
Moving to Rome wasn’t part of her plan. Some 20 years ago, she was working there for Aer Lingus after previously overseeing Airline Operations in Stockholm and Copenhagen.
“On a day off, I met a man on a windsurfer — wearing Speedos, with long hair and a motorbike — and as they say, opposites attract. Rome became home, and with the incredible support of my Italian in-laws, I’ve been able to pursue global roles while maintaining a strong foundation for our family.”
What’s next for Belinda Hindmarsh?
“Looking ahead, professionally, I’m energised by our work on more integrated travel experiences and the ongoing evolution of our sustainability ambitions, particularly around the Swap2Zero ship.
“Personally, I’m looking forward to carving out more intentional time at home with my family in Rome – weekends with my kids, good Italian food, and staying grounded in the moments that matter most.”
For more information, visit Ponant.
