UK industry executive to lead international expansion at Windstar

Experienced UK cruise industry executive Helen Beck is to take on the role of expanding international business at Windstar Cruises.

She is joining the small ship line in the new London-based role of managing director, global commercial. 

Beck, with 26 years working in the cruise sector, was most recently head of global sales excellence for Explora Journeys. 

Prior to that, she was vice president of international sales and marketing at Crystal Cruises. 

Beck’s other roles include regional director for Royal Caribbean International, Celebrity and Azamara; and international sales leisure manager at Millenium and Copthorne Hotels.  

She will lead efforts at Windstar to build commercial operations in the UK and expand the line’s presence in key markets in Europe, Australia and Latin America. 

Her role includes the global sales and distribution strategy and identifying new partners to grow the base of sellers around the world looking to expand their small ship cruising sales. 

Beck will work to set up Windstar’s global entities, hire new team members, work with IT and marketing to launch new global websites and booking engines, and be responsible for the company’s growth outside North America.  

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 line expands internationally.

More staff are expected to join as Beck builds her team in the coming months.

Windstar is expanding from a six vessel fleet to eight, with the addition of 224-passenger all-suite yacht Star Seeker in December, followed in 2026 by sister ship Star Explorer.  

Windstar sails year-round in the Mediterranean and a series of short taster cruises will homeport in London next year.  

Chief commercial officer Janet Bava said: “Windstar is undergoing an exciting time of change with new technology, a rebrand and two new ships joining our fleet soon. 

“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.”  

Beck added: "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.”