Princess Cruises has strengthened its sales leadership in southern Australia with the appointment of industry veteran Alison Thomas, bringing decades of aviation and hotel experience to support travel partners across South Australia, Victoria and Tasmania.
Princess Cruises has named Alison Thomas as its new State Manager for the southern states, stepping into a pivotal role that leads sales activities and trade engagement across three of Australia’s key leisure travel markets.
What the role will entail
With over 40 years of experience spanning the aviation and hospitality sectors, Thomas arrives at Princess with deep industry relationships and a reputation for providing strong support to the travel trade. The company highlighted her commitment to partner engagement and industry collaboration as central to its growth ambitions in the region.
Thomas will be responsible for driving Princess’ sales efforts in SA, VIC and TAS, providing dedicated support to travel agents and wholesalers and helping to position the cruise line as a preferred option for holiday bookings. Princess emphasised the strategic importance of these southern states, where cruise demand continues to grow and travel specialists play a significant role in customer decision‑making.
A graduate of the TIME Mentor Program, Thomas is well regarded across travel sectors for her leadership and mentoring experience. Her move into cruising marks a new chapter after a long and successful career working with airline and hotel partners, bringing a wealth of commercial knowledge to her new role.
Reflecting on her appointment, Thomas expressed gratitude for the warm welcome from her new colleagues. She also underscored her excitement about representing the iconic cruise brand and working closely with the travel agency community across SA, VIC and TAS.
“Excited to be representing this iconic brand and partnering closely with our travel agency community across SA, VIC & TAS,” Thomas posted to LinkedIn, adding that she looked forward to “working together and delivering unforgettable cruise experiences.”
What does this appointment mean for the cruise trade?
Princess Cruises’ leadership said that Thomas’ extensive expertise will be instrumental as the line continues to build momentum in the Australian market, particularly at a time when cruising demand remains strong and itinerary options are expanding.
Picture: Toby Zerna/Princess Cruises Australia
Her appointment follows broader industry trends of cruise operators investing in trade support roles to deepen relationships with agents and enhance sales capability on the ground. For travel sellers in southern Australia, Thomas’ arrival presents fresh opportunities for collaboration, training access and tailored support as they navigate the evolving cruise landscape.
With her strong commercial background and focus on partnership, Thomas is poised to help travel professionals capitalise on cruising’s continued appeal, from short regional sailings to international voyages.
KARRYON UNPACKS: Alison Thomas’ appointment reflects a cruise industry shift towards stronger regional trade ties and hands-on agent support.
