Windstar charts new course for growth beyond North America

A determined push to diversify its market reach beyond its traditional North American stronghold is underway at Windstar Cruises, with the efforts being steered by Managing Director Global Commercial Helen Beck.

With between 90 and 95% of guests currently coming from the US, the company created Beck’s role, which she assumed in May this year, specifically to support international expansion.

“When you’re a company that’s been around 40 years, you can sit back on your laurels, but that’s not who we are,” Beck told LATTE.

Windstar has two new ships on the way – Star Seeker, expected in December this year, and Star Explorer, due for delivery in December 2026. The build-up to their arrival has prompted a certain amount of “navel gazing”, Beck revealed. “Do we keep a focus on the North American market? Or do we want to future-proof ourselves, by not being so heavily reliant on one market?”

That period of introspection has prompted the current push to grow markets in Australia, the UK and Latin America. “We will always be reliant on the North American market,” Beck conceded, “but by diversifying and growing Australia and the UK particularly, it also means that we can maximise revenues as well, because there’s such a lot of different travel behaviours.”

Australia and the UK now rank as Windstar’s second and third largest markets outside of North America. Australia, in particular, offers significant opportunity for growth, both in volume and value, according to Beck.

“Australian travellers travel differently,” she said. With longer distances to traverse to reach end destinations, Australians tend to commit to longer trips. They also prioritise “travelling well”, she pointed out – often opting for premium airline seats and selecting higher room categories.

The cultural affinity between Aussies and the Windstar style of cruising is another draw. “The Australian traveller that I know is very relaxed, not wanting anything overly fancy,” Beck said. “I think we fit – it’s a good synergy.”

To support this strategy, Windstar has also appointed Shelley Martin, a well-known figure in the Australian market with previous experience at river cruise lines Uniworld and Avalon Waterways.