‘Sky is the limit’ for Windstar UK growth as Star Pride arrives in capital

Windstar Cruises has affirmed its long-term dedication to the UK trade as it welcomed Star Pride to its new temporary homeport near Tower Bridge.

The 312-passenger vessel will sail a series of short voyages from London during spring 2026 as part of its ‘Quick Getaways’ collection.

The move is designed to increase brand awareness among British travellers and provide easier access for domestic travel partners.

Chief commercial officer Janet Bava told Travel Weekly that the decision to deploy Star Pride from the Thames this year and the plan to name the line’s newest ship, Star Explorer, in the capital in 2026 serves as a clear signal of intent.

“It is more than 20 years since a ship has been christened on the river Thames,” Bava said.

“We hope that this is a testament to our commitment to this region and our identity as a small-ship operator. We want the Brits to experience Windstar, and there is a huge opportunity for travel advisors to add this brand to their portfolio.”

Bava added “the sky was the limit” for the operator’s ambitions in the UK, describing the current activity as “the building blocks of what is to come”.

She urged agents to look beyond the London sailings and consider the luxury line for the sheer breadth of its global reach.

“We are probably sailing to more destinations than any other small-ship operator,” Bava claimed. “With our ‘river-to-ocean’ campaign, we are highlighting exactly how nimble our ships are.”

Helen Beck, global commercial managing director, added the London season was a strategic entry point for those new to the brand.

“We have got more sailings to come this year and we would love the UK trade to consider these little taster cruises, especially if they have never sailed on Windstar before,” she said.

To support this recruitment of new “ambassadors”, Bava cited “amazing travel agent rates” currently available to help partners get on board and experience the eight-ship fleet firsthand.

Addressing the impact of the Middle East conflict on the wider industry, Bava noted that Windstar had remained “lucky”, entering the turn-of-year period already 80% booked for 2026.

However, to mitigate consumer hesitation, the line recently launched its ‘Peace of Mind Promise’.

The policy allows passengers to cancel up to seven days before departure and receive the majority of the cruise value as a future cruise credit.

“This is a long-term game,” Bava said, adding: “We all know this is a phase and it too shall pass, but we’ve got to hold strong. Thankfully, we are financially sound. We understand that consumers and advisors are struggling right now, and that is what this offer is about.”