Starboard Cruise Services President and CEO Lisa Bauer says the creation of a new Luxury Division reflects a ‘natural extension’ of the onboard retailer’s core competencies in the segment.

The division will support Starboard’s dedicated cruise line account brand teams, who are tasked with creating upscale, relevant and differentiated experiences for customers and brands.

In announcing the new branch of the company, Starboard Cruise Services has recruited Stacy Shaw as Vice President, Luxury Division and Retail Experience Development.

Shaw will assume direct oversight of Starboard’s portfolio of luxury cruise line brands, lead new business development and be responsible for procuring new partners in land-based luxury travel seeking to penetrate the cruise market.

‘PROVEN TRACK RECORD’

Her career includes experience in the luxury, premium and contemporary fields of hotels and cruises, where she has worked with start-ups, small boutique firms and industry leading vacation and lifestyle brands.

She joins Starboard from Virgin Voyages, where she headed the sales and business development functions.

Prior to that, she spent 11 years at Royal Caribbean Cruises in a number of senior leadership roles.

Shaw has enjoyed prior contact with Starboard Cruise Services, having been responsible for onboard revenues and operations for Renaissance Cruises.

Commenting on the appointment, Bauer said: “We look forward to joining the expertise of our many luxury retail partners and our own internal merchandising team with Stacy’s experience within the cruise industry’s most innovative and disruptive brands. She has a proven track record of delivering customer and partner satisfaction, as well as financial results.”