Panache Cruises has made its first sale since launching in the US market two weeks ago, for $124,000.

That’s roughly £98,000, while the company’s biggest-ever UK booking to date was for £150,000.

The US booking was for a 21-night Seabourn Pursuit cruise to Antarctica, South Georgia and the Falklands, departing January 2025.

Founder and CEO James Cole said: “We didn’t believe it at first, and I am still in a state of shock. 

“We have been working hard to establish the business in the USA over the last few weeks, and to make this sale so early on in our American journey is truly amazing.  We are all delighted obviously.”

Panache Cruises undertook a soft launch into the US market on 4 July, and since then has introduced a US website, rolled out a consumer-led advertising campaign and implemented a social and digital campaign.

With the business’s official launch on 23 July, James said it now has more than 8,000 luxury and ultra-luxury cruisers on its data base.

He added: “Getting this sale so early on in our expansion in the US gives us great confidence for the future.”

Panache Cruises’ US business is initially offering luxury and ultra-luxury sailings with six cruise lines: Regent Seven Seas, Silversea, Azamara, Oceania, Seabourn and Explora Journeys. 

It has plans to offer other luxury cruise lines in the river, yacht and expedition sectors later.