Windstar promotes UK sales chief to new international role

Augustus Lonsdale has been promoted to the newly created role of director of international sales at Windstar Cruises.

His elevation from UK head of sales reflects a growing focus on building momentum across the small ship line’s international markets and strengthening the company’s commercial investment. 

Lonsdale will now work closely with managing director global commercial Helen Beck to drive Windstar’s international sales strategy, with a particular focus on strengthening relationships with key trade partners across the UK, Germany and wider Europe.

He will spend more time developing new distribution opportunities and working closely with general and preferred sales agents, consortia and partners to grow presence and performance across both established and emerging markets, according to the company.

Windstar is building a strong international team and structure to drive the next stage of growth following Carla Hines’ appointment last month as manager, sales operations and enablement,

Beck said: “Augustus brings a great balance of commercial focus and strong relationships, which is exactly what you need in our business.

“He genuinely understands our partners, knows what matters to them and is always prepared to get stuck in and make things happen.

“As we continue to grow internationally, having someone who can connect opportunities across different markets while keeping relationships front and centre is incredibly important. Just as importantly, he brings energy, positivity and a collaborative approach that people enjoy working with.”

Lonsdale, who joined the company in 2023, added: “Windstar has always been more than a job to me, it’s a brand I truly believe in and feel every day through our people and our partners.

“Stepping into this role, I’m incredibly excited by the scale of opportunity for our international growth and the chance to bring our ‘180 Degrees from Ordinary’ experience to even more guests globally.  

“The last three years with Windstar have given me a pretty impressive travel brag sheet. Transiting the Panama Canal on a Costa Rica sailing was one of those pinch-me moments, and somehow I’ve managed to sail through Tower Bridge an unbelievable six times – you’d think it would get less exciting, but it absolutely doesn’t.

“The trouble with working for Windstar is that I want to do every cruise, but next on my to-do list has to be  sailing right into the heart of Bangkok aboard Star Seeker. It’s experiences like these that remind me why Windstar is so special.”