Variety Cruises, Greece’s leading small-ship cruise company, proudly announces a new era by launching a new brand identity ushering in a new chapter as the third generation officially takes the wheel.
“We cater to those cruise goers who perhaps have been there, done that, and now they are seeking an odyssey with a twist, and we are most certainly the cruise company for non-cruisers, perfect for those travelers who are looking to immerse themselves fully into a destination in a different way,” said Filippos.
GO DEEPER
With this rebrand, Variety Cruises gives way to guests’ wishes and their adventuring instincts by introducing new destinations, off-the-beaten-track locations and an ever-expanding Limited Collection series of cruises, for those interested in thematic travelling, with itineraries such as a Wines of Greece, Hiking Cruise (Greece) and a Culinary Journey (Seychelles).
So it is with the wisdom of his grandfather (and his father who followed)—and the sage ancients—that he leads the company into 2023, continuing the honour of the founder’s lifelong mission of providing seven-day, life-enriching experiences at sea to new destinations outside of Greece, as the company expands its operations abroad.
Operating in Greece, Seychelles, Tahiti and beyond, the cruise company is now positioned as a singular hospitality company with philanthropy, diversity and sustainability—in addition to discovery—as part of its ethos.
“Honoring our history and experience since 1949, we now hope to go deeper into the destinations, their local cultures and communities, by allowing guests to pick their interest with thematic cruises (Limited Collection) such as wellness, and new active styles including hiking and other adventures.”
Today, that mission continues with Venetopoulos’s new mantra, eyeing a “ ‘Better World at Sea’, one cruise at a time.’ ”
NEW DESTINATIONS
On a small boat, passengers can access private beaches and secluded locations that other (larger) cruise ships do not.
“We are very proud to have made it here, after more than seven decades in the industry,” said Venetopoulos, now the third generation to helm the company.
“From the little things such as introducing preferred pronouns as an inclusivity initiative to building museums in West Africa, we have a long way to go, but feel pride in our accomplishments,” said Venetopoulos. “With small boats, we are better able to navigate once the wind gods push us in a different direction by entering small ports, or simply dropping anchor in an ancient cove.”
Variety Cruises, CEO – Filippos Venetopoulos
“My grandfather had an extensive collection of compasses, which he used in his very first work as a tour guide, where he followed his instinct (and where the wind took him) for a compass-driven adventure,” said Variety Cruises CEO Filippos Venetopoulos.
Variety Cruises also relies heavily on the wind gods leading its itineraries, which often change with the winds, especially in the Cycladic islands, where the company began many routes. The company’s rebranding involves everything from a new logo and merchandising to a website with innovative aesthetics and features, such as a 360-boat view that allows viewers to virtually explore the vessel before booking their odyssey.
In 1949 following the war, Variety Cruises’ founder—formerly Zeus Tours at the time—Diogenis Venetopoulos, a historian turned tour guide, had the vision to share the world through his eyes aboard small wooden boats that explored the seas. To concur with the rebranding, Variety Cruises is bringing back beloved itineraries in off-the-beaten-track destinations such as the Red Sea, West Africa and Seychelles, but also adding new destinations, including Tahiti and French Polynesia, which are launching in January 2023. A
CLIMATE EMERGENCY
Variety Cruises aims to transform into a 360-degree sustainable, humane and community-driven operation to achieve carbon neutrality, taking a 1% share of the world’s cruise market by 2050 with a 60-boat fleet. The new logo draws inspiration from a traditional compass, evoking the nostalgia of the seven-decade-old company, founded by Diogenis Venetopoulos in 1949.
Yet, it’s also figurative, as we believe that the mental compass of diversity and sustainability should direct us wherever we go, both in our home country of Greece and the new destinations where we visit. “Offsetting and lowering our carbon emissions is a fundamental goal that works in tandem with our recycling efforts and sustainability initiatives such as beach cleanups and community outreach in our destinations.”
Together with the Explorers Club, a new Museum of Objects is being developed in Lamin Koto (West Africa cruise destination) at a school that the company helped build from scratch.
DIVERSITY
Always dedicated to its pillar of gender equality, Variety Cruises recently established a partnership with Hellinides, an organization supporting women in business via training, professional development and networking. “So when we decided to move the company forward, we are doing it literally, with the compass at the core of what we stand for, leading us into the future.
Travellers experience everything from outstanding wildlife along the West African Coast and upstream the Gambia River to island hopping in French Polynesia discovering geometric ridges strung with waterfalls to flat, desert-like atolls where lagoons far outsize the landmass, breathtaking underwater worlds, otherworldly beaches and tropical jungles in Seychelles.
“During the meltemi which blows from May to September, it’s not uncommon for our itineraries to change, which can lead to the best adventure,” said Venetopoulos. “As the first cruise line globally to join Tourism Declares A Climate Emergency, we are taking an important step to lead by example in our industry,” said Venetopoulos.
To add to this effort, Variety Cruises has pledged that, for the first year, 100% of sales profits from their new merchandising collection (available for sale onboard its boats) will be donated to the foundation. The company’s charitable adventure continues to grow with a fresh collaboration with the prestigious Explorers Club, an international organization dedicated to advancing field exploration and scientific inquiry.
Variety Cruises was the first small boat company to share the history of the Greek Islands with the world. “Like our father and grandfather, our drive and passion is evident in who we are and all that we do.” In addition, Variety Cruises is seizing this opportunity to introduce an entirely new philosophy to cruising that is more hospitable, sustainable and adventurous. Educational items of significance, including pieces of a NASA Spacecraft, meteorites, and other memorabilia generously donated by the club, will be displayed at the new museum.
Their legacy echoes through to modern times, and even millennia later, Anemoi is the word for winds in Greek, and the names of the directional winds in Greece still bear a resemblance to these ancient wind deities. In other news, Variety Cruises is merging with Variety Cares, their non-profit foundation whose mission is to support clean oceans, gender equality and education for all under one umbrella: Travel with Purpose. This is an addition to the existing gender-inclusive staff training that ensures safety and comfort for the LGBTQ+ team and guests in partnership with organizations such as IGLTA and The Trevor Project. In ancient times the ‘keeper of the winds’ was Aeolus, made famous in Homer’s Odyssey.
TRAVEL WITH PURPOSE LAUNCHES
He was often associated with the four wind gods called the Anemoi, named after the compass’s four cardinal points. Under this initiative, 5€ from every booking made goes directly to the foundation and further internal investment.
Written by: William Trevan
