An Interview with Five Senses Consulting CEO Ioannis Bras

Ioannis Bras, the visionary founder and CEO of Five Senses Consulting, leads a global cruise port/destination development firm that is revolutionizing the industry. Their unique approach reshapes how ports and destinations connect with cruise lines, passengers, and local communities. As a Seatrade Ambassador and former Port CEO/President, Bras has advised over 60 cruise destinations across Europe, the Mediterranean, North America, South America, and the Middle East. He recently introduced Cruise Vibe Coding, an experiential framework that synchronizes the guest’s journey from ship to shore on an emotional level.

What inspired you to start Five Senses Consulting? 

Cruise tourism is experiencing steady growth, with more than 38 million passengers expected in 2025 and over 78 new ships scheduled to enter service over the next few years. Yet, many ports and destinations still focus on ship and passenger counts rather than long-term value. I founded Five Senses Consulting to change that – to help destinations attract calls and build experiences that resonate emotionally with guests while generating sustainable economic benefits for their communities.

You’ve worked with over 60 ports and destinations. Which success stories best represent your approach? 

Success is achieved when a place transitions from being on the map to being in the memory of cruise guests and delivers a measurable local impact. Let’s take a look at some of the success stories that best represent our approach.

• Heraklion, Crete, Greece – I laid the groundwork for home porting. With all security measures in place, I engineered a world-record 15-minute transfer from airport to ship, maximizing satisfaction and operational efficiency.
• Kavala, Northern Greece – Strategic repositioning and right-sizing increased cruise traffic by 1,200%.
• Orkney, Scotland – By measuring passenger satisfaction, gathering cruise-line feedback and recommending targeted improvements (now being implemented), we boosted both destination awareness and guest satisfaction.
• Mindelo, Cape Verde – Where we are contributing to a multi-year repositioning strategy with Global Ports Holding, informed by SWOT and trend analysis to attract premium lines.
• Mykonos, Greece – A smart signage network (with QR codes, NFC tags and multi-language content) now connects passengers to the island’s history, culture, gastronomy and adventure, lifting cruise spending by an estimated €20 million a year.

Wherever we work, success begins with data, stakeholder alignment and a compelling local story that aligns with each cruise line.

What is Cruise Vibe Coding, and why does it matter? 

Recently presented, Cruise Vibe Coding is the intentional design of emotional continuity across every guest touchpoint, including digital, physical, and human elements. From a port’s online identity to terminal signage, crew interactions and excursion delivery, everything must reinforce one message: “This place matters, and here’s why.” By aligning function with feeling, destinations become not just efficient but unforgettable. This innovative approach is a testament to Five Senses Consulting’s commitment to enhancing the guest experience.

Your paper “Cruise Tourism in 2025” lists key DOs and DON’Ts. Please give us a snapshot.

Top DOs

• Develop a structured Excursion Book to increase visibility to ShoreX planners on what’s available at the destination, categorized by each type (Contemporary, Premium, and Luxury).
• Invest in smart wayfinding- clear signage, QR codes, and intuitive maps build confidence.
• Ensure seamless port-to-town access: first impressions drive satisfaction and spending.

Top DON’Ts

• Don’t assume spending is automatic; guest satisfaction comes first.
• Don’t overload signature sites – offer alternative trails to spread the flow.
• Don’t spring hidden fees- transparency secures repeat visits.

What is the most prominent blind spot in cruise-port development today? 

Capacity awareness remains one of the most overlooked elements. Many destinations expand without knowing their actual limits, both on the port side and on land. A solid strategy starts with SWOT and trend analysis, followed by clear, data-based thresholds for infrastructure and visitor flows. Without this, growth is a matter of guesswork and can lead to busy days or underperformance.

Another blind spot is crew management. Crew members are often overlooked in planning, yet they are repeat visitors and active spenders and can become influential ambassadors for a destination if they are appropriately welcomed and provided with the correct information. Wi-Fi, a crew corner, Signage, offers, and orientation explicitly designed for the crew can significantly boost their satisfaction and economic impact while enhancing the port’s reputation among cruise lines.

What do you envision for the future of Mediterranean cruising and the global market? 

The future of cruise tourism, both in the Mediterranean and globally, is shifting from volume to value. Cruise lines are moving toward immersive, story-rich destinations, with increased interest in year-round itineraries, better seasonal distribution, and sustainability-focused planning.

Smaller and mid-sized ports, whether in Greece, the Med, the Middle East, Latin America, or Northern Europe, can thrive if they offer the right mix of authenticity, strategic capacity planning, and emotional resonance. The days of simply “welcoming a ship” are over. Ports and destinations must now engineer the guest journey and make every touchpoint count.

But this transformation requires expertise, not guesswork. Destinations require support from professionals who understand both the operational aspects and the emotional aspects of cruising. At Five Senses Consulting, we’ve seen how impactful it can be when a port’s development is based on real data, cross-sector collaboration, and a deep understanding of cruise line needs and guest behaviour. This data-driven approach ensures that decisions are made with confidence and the future of cruise tourism is secure.

Those who invest strategically and seek the proper guidance will not only be selected-they’ll be remembered.

A final thought for decision-makers in Greece and beyond 

Cruise tourism is Greece’s largest themed travel sector, yet many ports still lack a capacity-driven roadmap. We need a solid plan: What, How, When, Where, How Much-that:

• Upgrades port and land infrastructure in line with target cruise lines,
• Strategically expands the season by offering unique experiences,
• Deepens ties between cruise visitors and local businesses, and
• Secures sustainability with strong community support.

At the same time, destinations must strengthen their presence in key decision-making centres, the cruise line headquarters, itinerary/shoreX planning teams, and executive forums and exhibitions. They must also develop tailored strategies for each cruise line based on the source market they serve, the guest profiles they attract, and the onboard products they offer.

The future belongs to destinations that are present, prepared, and precise. 

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