Windstar Cruises will expand its UK footprint by appointing a global commercial director later this year to oversee a new dedicated London office

The luxury cruise line’s trade expansion plans coincide with the unveiling of a new sponsorship deal with The O2, which will see Windstar become the first official cruise line of the entertainment venue.

Visitors to The O2’s newest Premium space, The NinetyThird by Qatar Airways, will see a Windstar ship model on display year-round, while agents and Windstar customers will have a line into hospitality opportunities for concerts and events at the venue.

The partnership is the latest initiative from the line as it looks to increase its brand exposure in the UK, with its commitment to the trade further cemented by the launch of a new website with UK pricing last September.

Speaking to Cruise Trade News, Windstar president Christopher Prelog said: “We feel there is a nice overlap between Windstar and The O2, especially in terms of the exposure it gives in the UK market.

“We know our target audience go to events and entertainment functions, utilising the suite product here at The O2. These are the people who book nice vacations and buy luxury goods, so Windstar is a good fit for them.

“Building an office and having a team here is going to multiply our visibility. We will be able to contact the trade on a much more frequent basis. We continue to update our travel agent portal, we have UK pricing so agents can book through the website. There’s a lot of effort going into educating the market.”

In 2026 Windstar will sail its first-ever cruises from the UK, with three- and four-night itineraries to France and Belgium porting in the heart of London designed to give travellers a taste of the Windstar product.

Prolog continued: “London is a massive city and has so much to offer, but sometimes you want a little peace and quiet. What better way than to take a ship directly out of London, right next to Tower Bridge, and sail away for three or four days and not have to worry about flights or trains? We think it’s going to work really well.”