Acknowledging the demand for small-ship cruising, Windstar Cruises is investing more deliberately in its international business.
The yacht-style cruise company is not just widening distribution, it is making sure partners feel better supported, connected and equipped to sell.
Following Carla Hines’ appointment last month as manager, sales operations and enablement, Windstar is building a strong international team and structure to drive the next stage of Windstar’s growth.
Windstar Cruises has promoted Augustus Lonsdale to the newly created role of director of international sales, reflecting a growing focus on building momentum across its international markets and strengthening the company’s commercial investment in this region.
Lonsdale, who was head of UK sales, will now work closely with Helen Beck, managing director global commercial to drive Windstar’s international sales strategy, with a particular focus on strengthening relationships with key trade partners across the UK, Germany and wider Europe.
He will spend more time in market, developing new distribution opportunities and working closely with general and preferred sales agents, consortia and partners to grow presence and performance across both established and emerging markets.
Lonsdale will spend significant time on the ground with partners, supporting sales through training, commercial initiatives and a steady drumbeat of collaboration.
The focus is less about adding layers and more about making things work better, spotting opportunities, removing friction and helping good partnerships turn into long-term ones.
Windstar Cruises a Brand
Helen Beck says Augustus brings a great balance of commercial focus and strong relationships. “He genuinely understands our partners, knows what matters to them and is always prepared to get stuck in and make things happen.
“As we continue to grow internationally, having someone who can connect opportunities across different markets while keeping relationships front and centre is incredibly important. Just as importantly, he brings energy, positivity and a collaborative approach that people enjoy working with.”
Lonsdale described Windstar as a brand.
“I truly believe in and feel every day through our people and our partners. Stepping into this role, I’m incredibly excited by the scale of opportunity for our international growth and the chance to bring our 180 Degrees from Ordinary experience to even more guests globally.
“The last three years with Windstar have given me a pretty impressive travel brag sheet. Transiting the Panama Canal on a Costa Rica sailing was one of those pinch-me moments, and somehow, I’ve managed to sail through Tower Bridge an unbelievable six.”
The newly appointed executive shared that he wants to do every cruise. “But next on my to-do list has to be sailing right into the heart of Bangkok aboard Star Seeker.
Lonsdale said these experiences remind me why Windstar is so special.
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