Windstar Cruises has announced that Janet Bava has been appointed chief commercial officer, effective from 24 July.

Betsy O’Rourke, CCO for Windstar since 2020 and CCO of Windstar’s parent company Xanterra Travel Collection since 2012, will move to a consultancy role with Xanterra and its ownership, The Anschutz Corporation.

Bava was previously chief marketing officer at AmaWaterways, as well as vice-president of marketing (Americas) at Silversea Cruises.

In her new role, Bava will be responsible for driving strategic growth initiatives, leading marketing, sales, reservations and deployment teams.

‘Energising evolution’ for Windstar Cruises

Windstar president Christopher Prelog said: “This is a very comforting and energising evolution for all of us at Windstar Cruises.

“We couldn’t be happier for Betsy and her success, and to still have access to her wisdom and counsel, while at the same time enthusiastically welcoming cruise industry veteran Janet Bava on board, who previously worked with Betsy at Royal Caribbean.”

Bava added: “I am passionate about returning to small ship, luxury cruising, a category that has experienced tremendous growth in demand in the last few years.

“As the new CCO at Windstar, I am eager to build upon the exceptional work done by Betsy and further elevate the Windstar experience under Chris Prelog’s leadership.

“Magnify that with the Xanterra Travel Collection and the brand will continue to provide unparalleled experiences to our guests while driving innovation and growth in this exciting sector of the cruise industry.”

In May, Windstar welcomed Augustus Lonsdale to the UK team as head of sales.