Previously Head of UK Sales, Lonsdale will now work closely with Helen Beck, Managing Director – Global Commercial, 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.

His new role will see him spend more time in market, developing "new distribution opportunities" and working closely with general and preferred sales agents, consortia and partners to grow Windstar's presence and performance across established and emerging markets.

Since joining Windstar in May 2023, the boutique small-ship line said Lonsdale has built a strong track record in the UK market, leading agent engagement, training and trade marketing initiatives that have contributed to sustained growth.

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.

"Just as importantly, he brings energy, positivity and a collaborative approach that people enjoy working with."

Lonsdale said the "opportunity for international growth" was what excited him most about the move.

"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," he explained.

The appointment follows Windstar's recruitment of Carla Hines, who joined the business from Hurtigruten with a remit to make it easier for agents and other trade partners to sell the line's small-ship exploration and cultural-focused product.