James Cole — one of the most recognised names in the cruise industry — launched Panache Cruises in 2020. Guided by one principle, ‘nothing is too much trouble’, he wanted to disrupt the industry and do things differently.

Fast forward to the present day, and it’s exactly that ethos that still drives us forward. We exist to provide a world-class luxury cruising experience, from your first interaction with us, right through to your return from your cruise and beyond. We meet you where you are on your cruise journey, be that just browsing, ready to book or as one of our repeat Founders members on the search for your next luxury cruise.

We aim to inspire you with relevant, engaging and inspirational content, answering all your questions and needs before walking you through the booking process with a truly personal approach. We know you want to deal with an expert cruise connoisseur, dedicated to you — so that’s what we are. We know you want a truly unique experience, not a ready-made holiday, so we make that happen. We know you want unrivalled financial security and complete confidence that your money is in the right hands — and our ABTA membership gives you just that. The list goes on.

The truth is, booking a luxury or ultra-luxury cruise has been too difficult for too long, with difficult phone systems, multiple points of contact and significant amounts of time spent on hold. We take away all the fuss and put pleasure back at the centre of the process. We give you the luxury booking experience your luxury cruise deserves.

Our brilliant cruise connoisseurs are the lifeblood of Panache Cruises. They’re well-travelled, like-minded cruise fans, each a specialist in a different destination or type of cruise. Some are hardy souls who prefer the adrenaline of an expedition cruise; others are laid-back and choose the luxury ocean life, relaxing on a cabana with a cold drink in their hand. All of them are lovely, engaging and willing to do whatever it takes to get your dream holiday booked.

You’ll only ever be assigned one cruise connoisseur. They’ll get to know you, understand exactly what you’re looking for and make personalised recommendations based on what you like. On average, each connoisseur has around 10 years of experience each, and between them they’ve got well over 100 years! The devil is in the detail, nothing is too much trouble — however you want to say it — everything is taken care of with your luxury cruise booking by our cruise connoisseurs.

Head to our Trustpilot and you’ll see we’re rated Excellent. You’ll find hundreds of glittering reviews about our cruise connoisseurs and the service they offer. We love that. Making you happy motivates us, giving us faith and justification in our hard work. We love that our customers choose us, time-and-again, as their luxury cruise agent.

We've even won multiple awards as a business. You can find out more about our most recent awards and recognition here.