Augustus Lonsdale has been promoted to the newly created role of director of international sales for Windstar Cruises, reflecting a growing focus on building momentum across its international markets.
Previously head of UK sales, Augustus will now work closely with Helen Beck, managing director global commercial to drive Windstar’s international sales strategy, with a particular focus on strengthening relationships with key trade partners across the UK, Germany and wider Europe.
Following Carla Hines’ appointment last month as manager, sales operations and enablement, Windstar is building a strong international team and structure to drive the next stage of Windstar’s growth.
Since joining Windstar in May 2023, Augustus has built a strong track record in the UK market, leading agent engagement, training and trade marketing initiatives that have contributed to sustained growth. He brings a deep understanding of the international travel trade landscape, particularly across GSAs and consortia, along with a commercial instinct that balances strategy with getting things done.
Helen Beck highlighted, “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.”
Speaking on his promotion, Augustus stated, “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.”
