In the newly created role of managing director – global commercial, Beck has been tasked with expanding the small-ship line’s presence in Europe, Australia and Latin America while shaping the global sales and distribution strategy as well as identifying new trade partners. She will be based in London. 

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

Before joining Explora in 2021, Beck held roles at Crystal Cruises, Royal Caribbean Cruises, and Millennium and Copthorne Hotels. 

Windstar expects to make more hires now Beck is in position. Augustus Lonsdale, Windstar’s current head of sales in the UK, will work with Beck to help leverage further growth. 

Explaining why she chose to move to Windstar, Beck told TTG: "I would have been at Explora Journeys for four years on 17 May so it was just timing.

"To have that opportunity to come into an established business which has been around for 40 years and build on what Gus has done and take it onto the next level was too good to turn down. What is there not to love?" 

Beck added: "Since joining on 1 May I’ve been learning about the brand and that has just added some spice to the interest that I had before I joined. The company knows the importance of these international markets. Before we only had one person in the UK, so it was quite a fragmented approach." 

Chief commercial officer Janet Bava said: "We are very happy to have someone with [Beck’s] skillset join us at this key point in time for the brand.

“Windstar is undergoing an exciting time of change with new technology, a rebrand and two new ships joining our fleet soon.” 

Windstar will welcome 224-passenger Star Seeker to the fleet in December 2025 before sister ship – Star Explorer – joins the fleet next year. 

For the first time, the line will operate a series of short taster cruises departing from London. In spring 2026, Star Pride will sail a three-night Belgium: a Sweet Getaway cruise and two departures of a four-night St Malo Getaway sailing.