Panache Cruises recruits head of Australia operation ahead of May launch

Panache Cruises has appointed Juliana Nasmith to lead its new Australia business, which is due to launch in May.

The luxury cruise specialist has invested a six-figure sum in launching the operation and is searching for an office in north Sydney to host a team of 10.

Nasmith will take on the role of head of sales and operations and has more than 25 years’ experience in the travel industry, with her most recent roles as head of growth for cruise at Helloworld Travel and head of cruise at Luxury Escapes in Australia.

Panache Cruises was set up in 2020 and currently has operations in the UK and US with a team of more than 100.

The business plans to further expand into Canada after agreeing a £2.75 million refinance package with HSBC UK late last year.

Chief executive and co-founder James Cole said: “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.

“She’s extremely enthusiastic, has outstanding experience and has the get-up-and-go to really drive us forward.

“When we decided to launch in Australia the head of sales and operations was always going to be the single most important piece of recruitment that we did.”

Nasmith said: “I’m super excited. I don’t know of any other business that operates in Australia and gives the level of service to their clients as Panache Cruises.

“I’m looking forward to starting something completely new in Australia but with the support of an established and respected brand like Panache Cruises.

“The luxury cruise market in Australia is growing quickly and it’s a great opportunity for Panache Cruises.”