Windstar Cruises has promoted Augustus Lonsdale to the newly created role of director of international sales as the brand looks to place greater focus on building momentum across its international markets

Previously head of UK sales, Lonsdale will now work closer with Helen Beck, managing director global commercial, to drive Windstar’s international sales strategy, with a particular focus on strengthening relationships with trade partners across the UK, Germany and wider Europe.

Lonsdale will spend more time in market, developing new distribution opportunities and working with general and preferred sales agents, consortia and partners to grow presence and performance. The move comes following Carla Hines’ appointment last month as manager, sales operations and enablement.

Beck said: “Augustus brings a great balance of commercial focus and strong relationships, which is exactly what you need in our business. 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 added: “Windstar has always been more than a job to me, it’s 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 trouble with working for Windstar is that I want to do every cruise, but next on my to-do list has to be sailing right into the heart of Bangkok aboard Star Seeker. It’s experiences like these that remind me why Windstar is so special.”