Windstar Cruises has announced the appointment of Augustus Lonsdale to the newly expanded role of head of UK sales.

Lonsdale joins Windstar from AmaWaterways, where he spent seven years, most recently as head of commercial and marketing – UK & Europe.

At Windstar, Lonsdale will provide the strategic leadership to “drive Windstar’s activity within the UK”, a statement said.

He will be responsible for building and managing relationships with new and existing trade partners and growing sales through the travel trade, both with key agents already working closely directly with Windstar as well as through the line’s GSA at The Cruise Line.

Lonsdale will also support the business in delivering strategy and core initiatives and increasing awareness of the brand across the UK and Ireland.

Windstar Cruises growing UK awareness

Windstar Cruises vice-president of sales Dianna Rom said: “I’m delighted to welcome Augustus on board.

“He has a strong track record of delivering commercial value and strategic growth and I’m confident that this, combined with his energy and passion for the cruise industry, will prove invaluable as we look to grow the business in the UK and Ireland.”

Lonsdale added: “I’m excited to be joining Windstar Cruises, a brand I have admired for a number of years ever since I first cruised with them back in the mid-2000s.

“Having experienced both all-suite Star class Plus and Wind class ships, I am already familiar with the product and can’t wait to share my knowledge and passion with our trade partners and help drive forward Windstar’s growth plans.”