Behind the Scenes with Peter Shanks: Why Expedition Cruising Is Still the Industry’s Most Powerful Opportunity

@Peter Shanks

There are few people in the UK cruise industry with the depth of experience that Peter Shanks brings to the table.

With more than 45 years in travel, including his time as Managing Director of Silversea Cruises UK & Ireland and earlier leadership roles at Cunard, Peter has seen the cruise sector evolve dramatically. Yet even with that perspective, expedition cruising continues to surprise him.

In a recent Behind the Scenes conversation with Expedition Cruise Network, Peter shared candid reflections on his career, his recent 18-night Antarctica, South Georgia and Falklands journey as a guest, and why expedition remains one of the most compelling – and commercially rewarding – sectors for travel advisors today.

“It’s Not Really a Cruise. It’s a Journey.”

Peter first encountered expedition cruising after joining Silversea. Like many in the industry, he admits he did not immediately understand just how special it was. That changed with his first expedition to the Galápagos aboard Silver Origin.

“When you go out and experience Antarctica or Galapagos… it is immensely fulfilling. It is very hard to explain to anyone that has not been how special it is.”

He compares expedition travel to experiences that simply cannot be understood until lived. You can describe wildlife landings, Zodiacs and icebergs, but the emotional impact of standing in front of 250,000 penguins in South Georgia or retracing Shackleton’s footsteps is something else entirely. And that emotional power is exactly what makes expedition cruising such a strong business opportunity.

The Antarctica He Experienced as a Guest

Having travelled previously in an executive capacity, Peter’s recent Antarctica voyage was different. This time, he travelled purely as a guest. What stood out most? A sense of freedom.

“I felt part of the guest community… there is a tremendous sense of camaraderie that you are all experiencing this together as guests.”

He also highlighted the intellectual and emotional engagement of expedition travellers. Many guests had read Shackleton’s accounts before travelling. They were knowledgeable, curious and deeply invested in the history and geography of the region.

One of the most powerful parts of his journey was retracing Shackleton’s route:

Sailing through the Weddell Sea where Endurance sank

Landing on Elephant Island

Continuing the 800-mile crossing to South Georgia

Visiting Shackleton’s grave

The ship, he said, “was buzzing” with shared excitement about the story.

For advisors, this should remind that often, expedition clients arrive informed and engaged. They expect expertise in return.

What Really Matters When Choosing an Operator?

Silversea and several other expedition cruise operators offer fly cruises to Antarctica- instead of crossing the Drake Passage, clients can fly directly to King George island near to Antarctic peninsula and start their journey there @Peter Shanks

With more than two dozen operators active in Antarctica, clients frequently ask: what is the real difference?

According to Peter, beyond brand positioning, one factor is critical: ship size and landing capacity. Smaller vessels (around 200 guests) typically allow more frequent landings. Larger ships may limit time ashore due to IAATO regulations. For most guests, time ashore is the highlight.

“The ability to get ashore as often as you can… that is where the size of ship comes into play.”

He advises travel advisors not to try to sell every operator, but instead to build strong knowledge across a focused portfolio:

“Do not try to be everything to everybody. Present the customer with a small, informed choice.”

This depth of understanding builds confidence and trust.

Selling Antarctica: Do Not Lead with Price

Peter was emphatic on one point: Antarctica should not be sold on discount. “Do not start promoting Antarctica based on price… They do not need a discount. They want the recommendation and the confidence.”

Most clients researching Antarctica already understand the investment required. What they seek is reassurance on the below:

Which itinerary is best? Peninsula only, or include South Georgia and the Falklands? What is a typical day like? What do I wear? How do Zodiacs work? Which flights should I take? Should I stay extra nights in Santiago (or Buenos Aires, or Ushuaia)?

It is in these details that advisors demonstrate true value.

The Longer Itinerary Advantage

Peter strongly recommends the extended Antarctica itineraries when possible. Firstly, it allows for weather flexibility: on an 18-night voyage, itinerary adjustments are manageable. On shorter sailings, lost days have greater impact. There is also the Shackleton story- South Georgia adds a completely different emotional dimension. The Falklands – A destination that surprised him with its beauty and history.

For clients investing in a once-in-a-lifetime journey, the longer expedition often delivers the fuller experience.

Is There Crossover from Ocean Cruisers?

Interestingly, Peter noted that crossover between traditional Mediterranean or Caribbean ocean cruisers and expedition guests is limited.

“It is a different bunch of people.”

Expedition travellers tend to be curious and well-read, active and experience-driven, and motivated by destination rather than onboard entertainment.

However, expedition also attracts non-cruisers – those who would never consider a mainstream cruise but recognise that Antarctica or the Galápagos can only be reached by ship.

Word of Mouth Is Powerful

For ultra-luxury expedition clients in particular, personal recommendation remains the most effective marketing tool. Peter shared how friends have expressed interest purely from seeing his photos and hearing his enthusiasm. Social media is also exceptionally powerful for expedition content. Few destinations translate to visual storytelling as effectively as Antarctica or the Galápagos.

His Advice to Advisors New to Expedition

Peter’s closing advice was simple: focus and build expertise.

“Find a champion… build up their knowledge on all the detail, and therefore become the expert.”

In a world of AI search and online information, expertise is your differentiator. Clients may arrive informed, but they still want reassurance, interpretation and recommendation. And sometimes, it begins with a single bold question:

“Have you thought of going to Antarctica?”

Ninety percent may not have considered it. But once the conversation begins, the opportunity opens – for both the client’s bucket list and your bottom line.

Final Thought

Expedition cruising continues to gain screen time, media attention and consumer awareness. Yet it remains niche, protected and experience-driven. For travel advisors prepared to invest in knowledge, it offers highly satisfied clients, strong revenue potential, powerful word-of-mouth marketing, and long booking lead times.

At ECN, we believe 2026 is shaping up to be another landmark year for expedition. And as Peter reminded us, sometimes the most powerful sales strategy is simply the confidence to ask the question.