Princess Cruises appoints new UK head

Princess Cruises appoints new UK head

A new head of Princess Cruises in the UK is confirmed today through an internal promotion to succeed Paul Ludlow following his switch to P&O Cruises.

Former Carnival UK director of technology partnering Tony Roberts (pictured) is promoted to vice president for Princess Cruises, UK and Europe.

He replaces Ludlow who joined P&O Cruises as senior vice president, sales and marketing as part of a recent commercial restructure at Carnival UK.

Roberts, 40, has worked for Carnival UK for 15 years, initiating and launching a number of major projects alongside the commercial, sales and digital teams.

These include the introduction of the Polar Online booking systems, the launch of the Carnival UK Travel Agent Academy, and the development of the e-ticketing and Cruise Personaliser platforms for passengers.

Princess Cruises president, Jan Swartz, said: “I am delighted to appoint Tony to this pivotal role for Princess Cruises.

"His wealth of experience, including delivering successful projects in partnership with a wide range of stakeholders, means he is ideally placed to lead us in the UK and in Europe.”

Roberts said: “It is an honour to be appointed to such a prestigious role, particularly as Princess is thriving in the UK and Europe markets.

"I will make certain we continue to succeed at every level, as well as ensuring that our guests’ experience is second-to-none from the moment they decide to travel with Princess.

“I look forward to working with the Princess teams across the globe as well as with those in Carnival UK.”

Ludlow added: “Princess is in good hands with Tony and it is a pleasure to hand over to him.

“He and I will ensure that collaboration between Princess and P&O continues to underpin our activity in order to enhance our position in the global cruise market.” 

Ludlow headed the Princess UK business since 2011.

During that time he led on a number of initiatives, including establishing standalone commercial functions and coordinating the launch of Royal Princess in Southampton by the Duchess of Cambridge.


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