UK-based cruise industry executive Helen Beck (pictured) is to join Windstar Cruises in a new role of Managing Director, Global Commercial.
Beck has 26 years’ experience of working in the cruise sector and was most recently head of global sales excellence at Explora Journeys.
Prior to that, she was Vice President of International Sales and Marketing for Crystal Cruises.
Her other roles have included Regional Director for Royal Caribbean International, Celebrity and Azamara; and International Sales Leisure Manager at Millenium and Copthorne Hotels.
She will build Windstar’s UK’s commercial operations and expand the cruise company’s presence in key markets in Europe, Australia and Latin America.
Her role includes looking after the global sales and distribution strategy and identifying new partners to grow the base of agents worldwide who are looking to expand their small ship cruising sales.
Beck will work to set up Windstar’s global entities, hire new team members, work with IT and marketing to launch new global websites and booking engines, and be responsible for the company’s growth outside North America.
Augustus Lonsdale, Windstar’s current head of sales in the UK, will work with Beck and continue to oversee Windstar’s GSA relationships.
Dianna Rom, Windstar’s Vice President of sales in North America, will work alongside Beck on key relationships with consortia and national account partners, as the line expands internationally.
More staff are expected to join, as Beck builds up her team in the coming months.
Windstar is expanding from a six-vessel fleet to eight, with the addition of 224 pax all-suite yacht ‘Star Seeker’ this December, followed in 2026 by sistership ‘Star Explorer’.
CCO, Janet Bava, said: “Windstar is undergoing an exciting time of change with new technology, a rebrand and two new ships joining our fleet soon.
“Helen is coming on board to help leverage this growth further into international markets, and we are very happy to have someone with her skill set join us at this key point in time for the brand,” she said.
Beck added: “I am truly excited by the opportunity that this new role presents to build on the already solid foundations that Windstar Cruises has across the globe.”
