Former Princess Cruises head of sales Alex White has switched brands to join sister lines P&O Cruises and Cunard.

White, pictured, starts in the newly created position of Carnival UK vice president of sales from December 1, reporting into P&O Cruises’ senior vice president of sales and marketing Paul Ludlow.

Princess is now recruiting for White’s replacement.

Ludlow said: “I am delighted to be joined by a leader of Alex’s stature and ability.

“During his time at Princess he led a sales team, which grew sales through travel agents for Princess Cruises, he played an important role in improving the commercial performance on the brand in the UK.”

White said: “We are determined that our new organisational structure will bring with it greater brand distinction between P&O Cruises and Cunard, supporting agents to target new customers and grow their sales with us.

“This ethos will apply to every aspect of marketing and none more so than in the sales arena where we will be looking to sell each brand on its distinct merits and to distinct audiences.

“This differentiation will incorporate how we talk to agents and work with them to support future sales.

“This year saw the launch of Britannia for P&O Cruises and the 175 celebrations for Cunard. Both created increased positive brand awareness so we must build on this for future years.”