Windstar brings in Helen Beck to bolster UK commercial operations
Windstar Cruises has appointed the former head of global sales for Explora Journeys, Helen Beck, to the new role of managing director, global commercial
Based in London, Beck will lead efforts to build commercial operations in the UK and expand the line’s presence in Europe, Australia and Latin America.
She will implement the small ship cruise line’s global sales and distribution strategy and identify new partners to grow the base of sellers around the world looking to expand their sales.
Prior to her role with Explora, she was vice president of international sales and marketing at Crystal Cruises and regional director for Royal Caribbean International, Celebrity Cruises and Azamara.
Beck will work to set up Windstar’s global entities, hire new team members, work with IT and marketing to launch new websites and booking engines, and be responsible for the company’s growth outside of North America.
“Windstar is undergoing an exciting time of change with new technology, a rebrand and two new ships joining our fleet soon,” said Janet Bava, Windstar’s chief commercial officer.
“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.”
The line hinted at the possibility of additional staff members as Beck builds her team in the coming months. 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 company expands internationally.
“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,” said Beck.
It comes as Windstar prepares to expand its fleet from six ships to eight. The line’s fifth ship, the 224-guest Star Seeker, will join the fleet in December 2025. In 2026, Star Seeker’s sister ship, Star Explorer, will be deployed.
