Princess Cruises UK boss Paul Ludlow is to take on the role of managing director for UK and Europe.

Ludlow became UK director for Princess Cruises in 2011 and will start his new position with immediate effect.

He now leads sales across Europe and will oversee 16 European offices.

Ludlow said: “This is an incredibly exciting time for Princess Cruises, as we look to continue our growth.

“While I will still focus on developing our presence in the UK market, the challenge of further driving sales in Europe is a fantastic opportunity.

“Building on a strong number of years in the UK, I look forward to working in collaboration with our European partners to replicate further success.”

Ludlow said he wanted to reinforce to agents that the UK would remain a key focus. He said there were certain areas of the European market which were already keen cruisers and Princess wanted to work closely with those markets, as well as countries which have “great potential”.

He said: “I’ve always been very hands on and it will remain that way.

“The UK is still going to be the main focus for me; it is a very important market for Princess and there is a lot of growth coming out of the UK.

“I’m fortunate to have a team of very capable people around me and a team which is very hardworking and reliable. 

“We are looking for growth globally.”

He said the structure of the business was different in many parts of Europe compared to the UK. In Europe the line operates through GSAs who promote the brand.

Ludlow explained he was looking to work in collaboration with the GSAs to drive the brand forward.