Three new directors have been brought in from outside the cruise sector by P&O Cruises and Cunard.
The sister lines in the Carnival UK group have appointed Jeremy Tait as insight director for both operators. He is due to start on July 1.
Tait is currently director of proposition development and insight for insurance firm Direct Line.
In addition Chris Edgington, previously commercial director of Coral for the Gala Coral Group, will join P&O Cruises as marketing director.
And Angus Struthers, currently senior director global communications for TripAdvisor, will take up the same role for Cunard. Both are due to start at the end of August.
Carnival UK chief commercial officer Gerard Tempest said: “These three key senior appointments will help us to evolve and strengthen our brands and customer experiences still further.
“Their proven blue chip backgrounds within marketing and communications will bring new focus, creativity and insight to our leadership team.
“Cunard Line and P&O Cruises are brands which have shaped British cruising over the last 175 years and are amongst the most famous cruise brands in the world.
“We have a unique heritage to preserve, while at the same time we need to ensure we are instrumental in developing the future of British cruising.
“We want strongly appealing and highly differentiated brands, without compromising their core values.”