The former head of sales and marketing at Azamara Club Cruises is taking over from long-standing Crystal Cruises boss Gregg Michel.
Edie Bornstein (pictured) will join the Los Angeles-based ultra-luxury line as its new president and chief operating officer on October 16 and becomes one of the few women to run a cruise line.
Michel, who joined two-ship line Crystal in 1988 and was promoted to president and chief operating officer in 2001, is standing down and will leave on October 15. He is a former chairman of the Cruise Lines International Association.
Bornstein recently left her post as senior vice president of marketing and sales at Azamara, the upscale division of Royal Caribbean Cruises, where she had worked since 2009.
She was previously with Carnival Cruise Lines, Cunard, Seabourn and Amadeus where she was instrumental in the implementation of automation solutions for the cruise industry.
Crystal’s chairman and chief executive Nobuyoshi Kuzuya said: “NYK (Nippon Yusen Kaisha), Crystal Cruises’ parent company, and the Crystal family greatly appreciate the efforts and accomplishments of Gregg Michel during his presidency, his service on our board of directors, and his contributions as a founding member of the management team.
“During his tenure, Crystal Cruises has maintained an enviable reputation in the luxury market, offering an unparalleled cruise experience. Besides his contributions to our own company, he has been a great champion of environmental efforts that have supported the cruise industry.
“Edie Bornstein is joining Crystal at a very positive time when we are growing our revenue, increasing the global agencies with whom we are working, and introducing so many new guests to Crystal Cruises.
“As we look to the future, we are very pleased that Edie is bringing her vast branding experience, technology expertise and passion to Crystal Cruises.”
Bornstein said: “Like so many in this industry, I’ve admired Crystal from afar. I always thought the line was ahead of the luxury curve with so many innovative programmes and product features.
“I look forward to building on this stellar reputation, growing our travel agent partnerships, and leading Crystal into the future.”
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