Moore will take up the role vacated by Nick Hughes, who announced last month that he was leaving the line to join Scenic Group. 

Between January and October this year, Moore led Princess Cruises’ UK and Europe marketing and communications team as maternity cover. 

Prior to that role, Moore held the position of P&O Cruises’ senior brand manager, leading brand partner strategy, introducing brand partners to the line and supporting activations to enhance the guest experience.

Eithne Williamson, Princess Cruises UK and Europe vice-president, said: “Hayley has been a key part of the Princess team since January, and we couldn’t be more delighted that she will now lead our brilliant sales team.

 
“During her tenure as marketing and communications director, Hayley also supported sales through integrated marketing and PR activity and gained a deep understanding of what is required to grow the Princess Cruises brand across the UK and Europe trade markets.”

Williamson continued: “We look forward to Hayley bringing her wealth of marketing and strategic knowledge to the sales director role. Her passion for the brand will drive our trade engagement forward, building on our successes and continuing to develop our strong relationships with our valued partners.”

Moore said she was looking forward to meeting key partners and exploring ways they can develop the business together.

“I am delighted to be continuing my journey with Princess Cruises and cannot wait to start working with the fantastic sales team to support our agent partners in bringing this amazing and innovative brand to life for many more guests,” said Moore.

Hughes joined Princess in October 2022 from dnata Travel Group, where he served as sales director for dnata’s B2B brands Gold Medal and Travel 2.

Of Hughes’ move to Scenic, Williamson said: “While he will be missed at Princess, having the opportunity for wider remit with a smaller privately owned business that is closer to home is one Nick couldn’t turn down.”