Expedition cruising pioneer Sarina Bratton is likely to target former Orion passengers as she looks to grow the local business of French luxury cruise line Compagnie Du Ponant.

In her new role as Ponant's Australasian chairwoman, Bratton, the founder of Orion Expedition Cruses, has been handed the task of developing the brand in Australia and Asia Pacific and growing the number of passengers.

An obvious potential source of additional guests in certain to be found among former Orion cruisers, with whom Bratton has maintained excellent relationships.

A function last night at the plush Royal Sydney Yacht Squadron to promote the Ponant cruise line resembled an Orion reunion, with Bratton joined by Ponant’s newly-appointed director of sales Steve McLaughlin – her sales manager at Orion – and PR manager Michael Corbett, another Orion stalwart.

Several past Orion cruisers, and staff, were also in attendance, a clear indication that Ponant will seek to draw on Bratton’s close links and relationships with previous Orion clientele..

Bratton revealed that she has been contacted by former Orion passengers, and crew members.

“But whether or not there are past Orion guests who want to travel on Ponant I don’t know, I suggest there would be judging from the number of people that have been contacting me,” she said.

But Bratton played down suggestions she was relishing the chance to compete with Lindblad, the cruise line which acquired Orion last year and which has turned the vessel into a slightly more hardcore expedition experience.

“I am not looking at what they [Lindblad] are doing. Hopefully they’ll continue to do well,” she said. “I hear a lot from guests and crew but I am firmly focused on what we’re doing here at Ponant."

Bratton declared that Ponant has “big plans and huge expectations” in Australasia as it begins to build its presence in the local market.

The Marseille-based firm wants to “internationalise” the business with the appointment of Bratton regarded as instrumental to its future growth in Asia Pacific.

Speaking to media last night, Bratton said opportunities abound locally and in the wider Asia region for luxury expeditions cruise lines.

When launching Orion Expedition Cruise a decade ago “no one really understood what we were trying to do”, she said.

But now the market is more mature making it “easier to sell the product and for it to resonate” among consumers.

“We are seeing that a lot of high-end consumers who have only been going on the top luxury are looking for something more adventurous,” she said. “They are looking for more in-depth engagement with destinations. Some of the more traditional expedition vessels may not be suitable for them but the more luxury expedition vessels certainly are.”

The expansion of Silversea’s luxury expedition vessels and the deployment of the Seabourn Quest in Antarctica, was also fuelling growth in the luxury expedition sector, she added.

Ponant currently operates a fleet of four ships; Le Boreal, L’Austral and Le Soleal – each with a capacity for 264 passengers – and the three-mast Le Ponant, which can carry 64 guests. Next April will see the launch of the 122-cabin Le Lyrial.

Bratton admitted though that the Ponant brand was not so well known among travel agents in Australia, although the investment being made in Australia and the opening of a local office would swiftly see awareness increase, she predicted.

In Australia, the rapid rise in the popularity of cruising represented a clear opportunity for Ponant, Bratton added.

“There has been about a 130% increase in the number of people taking cruises over the past five years,” she said. “Now I don’t believe that [growth] can be sustained at that level. However it will continue to grow and that is where we see enormous opportunity.”

Yields in expedition cruising were also “appealing”, she said, with the sector rarely dragged into a frenzy of discounting.

“You don’t get that price war that you see in the luxury sector and in mainstream,.” she said. “The yields in the expedition sector are very appealing and they need to be because you are operating small ships which mean the costs per head are much higher. But you are able to charge more and people are willing to pay.”

Bratton identified Asia as a perfect fit for Ponant with several markets, including China, seeking new and luxury experiences.

The cruise line said it carries 20,000 passengers each year, with 1000 Australians expected to cruise on its vessels in 2014.