Windstar Cruises has promoted Augustus Lonsdale to the newly created role of Director of International Sales.
Previously Head of UK Sales, Augustus will work with Managing Director, Global Commercial Helen Beck to drive international strategy, focusing on strengthening relationships with trade partners across the UK, Germany and wider Europe.
Since joining Windstar from AmaWaterways in May 2023, Augustus has led UK agent engagement, training and trade marketing, contributing to growth in the market.
He will continue to work closely with agents, consortia and partners through training, commercial initiatives and collaboration to grow sales across both established and emerging markets.
The move comes as demand for small-ship cruising continues to rise, with Windstar expanding its international team and support for the trade. Last month, Carla Hines joined as Manager, Sales Operations and Enablement.
Helen 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.”
Augustus 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 last three years with Windstar have given me a pretty impressive travel brag sheet. Transiting the Panama Canal on a Costa Rica sailing was one of those pinch-me moments, and somehow I’ve managed to sail through Tower Bridge an unbelievable six times – you’d think it would get less exciting, but it absolutely doesn’t.
“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.”
