The New Luxury

Luxury travel has evolved.

High-end travellers are no longer looking for superficial satisfaction. The playing field is no longer dominated by those who insist on a ship’s bar that stocks 50 varieties of vodka or; those with a panache for gold plated bathrooms or; those who cannot hope to be content without the immediate attention of a personal entourage.

Luxury is no longer defined by opulent surroundings discoursed in plush furnishings, wood panelling and ornate decorative.

Traditional silverware and delicate fabrics are no longer the mainstays of exclusive dining.

The new luxury is much more about the experience and the new luxury traveller is more often than not an experience seeker!


Experience seekers have little desire to be passive.

They can abhor any suggestion of time spent around a swimming pool no matter how impressive the structure is thought to be. They prefer to be immersed in actual experience; they want to see what they would not normally see, to touch what they would not normally touch and to feel what they would not normally feel.

They want to be inspired; they want to experience all that is authentic and uncontrived – experiences that are not necessarily exclusive but certainly those that are the realm of only the most determined.

They want to be aware that their experience is sustainable and preferably beneficial to others.

They don’t necessarily want to be lectured but they do want to be enlightened - they want their holiday to change how they feel – to change their perception or their understanding.

They want a holiday that is life changing!


And this is the evolution that has very much re-invented the excitement of being associated with an offering such as the TRUE NORTH.

We don’t have to change a thing – the mountain is coming to us!

Our game-plan has always been about the experience.

Life on-board the TRUE NORTH is certainly comfortable and stylish. The high crew to guest ratio (22:36) enables us to provide personal service and attention to detail. The TRUE NORTH offers 3 levels of spacious cabin and we enjoy a revered reputation for dining. And we have been doing this a long time - all the bits and pieces are exactly where they should be and certainly our guests do fall in love with the TRUE NORTH – they very quickly determine that she is purpose built for what she does and that they could not be doing what they are doing and, seeing what they are seeing if they were not on the TRUE NORTH; but she is, with equal certainty, not the focus of what we do!

There are no casinos on-board the TRUE NORTH, no swimming pools – but we don’t need them. The TRUE NORTH is an adventure-platform – a vehicle to deliver our guests into the very heart of wilderness.

We offer activity-based itineraries – we never intended that the focus should be on the TRUE NORTH – in fact it was always intended to give our guests maximum opportunity to get off the TRUE NORTH, it was always intended to give our guests maximum opportunity to truly experience the destination and a number of key characteristics enable us to do that better than anyone else!

Firstly the TRUE NORTH's Adventure Cruise shallow draft – we only draw 2.5 metres which simply means we can go where big ships can’t.

But we are not finished there – we are also carrying 6 x adventure boats – which means we can take our guests away in small groups to explore even further afield and, the luxury of so many boats also means that if someone wants to go fishing, not everybody has to go fishing, we can offer different activities at the same time.

And, not forgetting the on-board helicopter – adding another dimension to the adventure!