Windstar Cruises Partners with London’s O2 Arena to Enhance UK Market Presence

Windstar Cruises has formed a sponsorship agreement with The O2 Arena in London, aiming to strengthen its presence in the UK market. The O2 Arena, which can accommodate 20,000 attendees, hosts concerts featuring leading global artists and high-profile events.

As part of this partnership, Windstar will be recognized as the venue’s “official cruise line.” This designation will allow the brand to enhance its visibility through billboards, ticket promotions, and travel agent booking incentives associated with various music, comedy, and sporting events throughout the year.

Christopher Prelog, Windstar’s President, pointed out that the UK serves as the company’s second-largest source market but sees considerable growth potential. This sponsorship is expected to elevate brand recognition in advance of Windstar’s short sailings from London, set to begin in summer 2026, departing from HMS Belfast.

In alignment with its expansion strategy, Windstar plans to appoint a new global commercial leader located in the UK, who will collaborate with Head of Sales Augustus Lonsdale. Furthermore, the cruise line is working on establishing a dedicated UK office.

Chief Commercial Officer Janet Barber indicated that this sponsorship represents a larger strategic expansion and showcases Windstar’s long-term commitment to the UK market. Unlike other American cruise brands that view the UK as a secondary market for discount promotions, Windstar is focused on appealing to the right clientele rather than chasing last-minute deals.

Lonsdale previously emphasized that Windstar’s plans for UK expansion are ambitious and reflect a long-term commitment. He mentioned that while large cruise lines typically pursue sponsorships of this magnitude, Windstar’s approach resonates with its entertaining brand image.

Moreover, Lonsdale shared that forward bookings are currently 82% above the previous year. He confirmed that Windstar’s newest ship, Star Seeker, will operate itineraries in Southeast Asia post its Japan season in autumn 2026, with stops in Vietnam, Cambodia, South Korea, Thailand, Kuala Lumpur, and Singapore.

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