Speaking to Karryon on her first visit to Australia in her new role as Windstar Global Managing Director, Helen Beck says her entire mandate is to attract more Australians (and Brits) on board, and she’s working hard to make it happen.
In her newly appointed role, Windstar Global Managing Director Helen Beck, who came to Australia to “observe and learn how to enable more Aussies to get on board”, says the cruise line is the perfect fit for our laid-back nation because of its unpretentious style on board, focus on experiences and authenticity.
She says there are several ways it’s looking at being more attractive to the Australian market, including a focus on ‘quick getaways’ in Europe, where Aussies can hop on and off as part of a broader European holiday, increasing its presence in Tahiti, and increasing awareness of its culinary offering.
“We don’t repeat our itineraries, and we have recently introduced quick getaways in Europe, so you can do a week with us and you’re not repeating ports, and it’s a combination of key and smaller gems.”
She says Windstar has also just recently launched itineraries that are three to five days.
“This is a great way to have a short taste of Windstar for those who have never considered cruising.
“It’s a small time investment and a quick getaway, which would work well for the Australian traveller coming to Europe who can get on board and do something really special like sail under the Tower Bridge, because as a small ship, we can do that.
“We also work closely with DMCs to make sure guests are seeing highlights and have opportunities to meet locals.
“For instance, you can join our chefs to visit local markets. It’s not a shore excursion, it’s just because you’re on board, and these are the things where you can authentically engage with local communities.”
Windstar is also the official cruise line of the James Beard Foundation, marking a decade-long relationship with up to five themed cruises per year hosted by a chef affiliated with the foundation – a message Beck is keen to push to the ever-discerning foodie among Australian luxury travellers.
South Pacific focus
Beck says its growth in Tahiti is key to gaining more of the Australian market and “given it’s relatively close, we can leverage having more ships in Tahiti”.
The cruise line is doubling down on Tahiti. Starting in March 2027, Wind Star will join Star Breeze to sail year-round in French Polynesia – marking Windstar’s most expansive South Pacific deployment to date.
The move means Windstar has the most Tahiti cruise departures of any line, thanks to both yachts sailing full time in the region.
The evolving luxury traveller
Beck says there’s no denying that the pandemic has had a significant impact on the industry with the luxury traveller “no longer focused on ‘glamour’, and more interested in authenticity and destination immersion”.
“For me, how we visit destinations is really special. We’re small ships, and our top speed is 15 knots, so we’re slow and we’re not sailing big distances from one port to the next, and you can get into some really small ports that big ships can’t get into.”
She says they’re also seeing a shift in travellers happy travel in cooler months when it’s less crowded and you can feel “more like you’re part of the destination with locals”.
She says sustainability, “not greenwashing,” where the industry is as responsible as it can be to protect and support local communities is also vitally important, and she says its work in Tahiti with the local government for nearly four decades is a testament to that.
“The desire for authenticity will also only deepen, and we’re seeing a shift from Baby Boomers to Gen Z, and there’s a transfer of wealth, so all of us in the industry have to be mindful not to just talk to one audience. You have to be relevant.”
Beck says her greatest achievement would be to see much more diversity in nationalities on board Windstar ships.
“I hope we have more ships in the fleet and far more diversity in nationalities, and we’re successful in expanding growth across Australia and New Zealand because I see an active and curious traveller who loves meeting new people as much as the destination, and that’s only going to enhance the experience when you’re travelling with your tribe.”
For more information, visit Windstar.
