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October 31, 2023

There has recently been a significant addition to Windstar Cruises‘ team. Janet Bava assumed the role of Chief Commercial Officer during the summer, bringing her extensive experience to the table for the development and expansion of the marketing of a well-established brand with unique characteristics.

We wanted to interview her to understand Windstar Cruises‘ future projects and what new developments to expect from her collaboration.

Janet, you’ve recently embarked on a new adventure, but it’s in a field where you’ve already developed significant expertise. Could you tell us about your background and your specific experiences that connect you to the cruise industry?

My relationship with cruises was born primarily from a passion. I grew up in Miami, the undisputed capital of the cruise industry, where I have been immersed in this fascinating world of ships and travel since childhood. I went on my first cruise at the age of 15 with my family to celebrate a birthday. From that moment, I understood that I wanted to work for a cruise company, and that became my dream. After my studies, I managed to start working with Royal Caribbean, where I found a welcoming environment and was surrounded by professionals from whom I learned a great deal. I worked in the marketing department, where even then, extremely innovative systems were being used. Later, I was invited by Silversea Cruises to collaborate with this prestigious company. It was a fleet that was certainly very different, but the experience was equally fascinating and once again, educational. I met great professionals who introduced me to the world of smaller ships and a different target audience of cruisers. I then joined AmaWaterways as Chief Marketing Officer, where for 5 years, I had the opportunity to expand my skills to the river cruise sector.

How did you come to join Windstar Cruises? What about the company or the job opportunity stood out to you? How do you anticipate your role will change? Similar roles within different organizations can often be quite different.

There are at least two factors that led me to approach Windstar Cruises. On one hand, the professional aspect: I was thrilled to once again be involved with ships engaged in maritime cruises. It meant returning to smaller vessels but with a highly diversified fleet, offering itineraries all over the world. On the other hand, a very important personal aspect was the opportunity to return to Miami. This decision aligned with the needs and well-being of my family. At Windstar Cruises, I hold the position of Chief Commercial Officer. I’m responsible for revenue and profitability for the company, with a range of responsibilities in various marketing areas. It’s certainly something I’ve been doing for many years, but each company has its own character and objectives. One of these, which I’m eager to commit to right away, is expanding the brand’s global awareness.

Windstar Cruises is a company with diverse fleets operating worldwide, offering such varied itineraries. Do you view this as a positive factor, creating a sense of complementarity, or does marketing these products require greater effort?

Having different cruise products in our portfolio allows us to have more cards at our disposal to make ourselves known and demonstrate the quality of the service and the experience offered by Windstar Cruises. Our company primarily offers two types of ships: traditional ones, which are large and elegant yachts, and sailing vessels. The charm of the latter is unparalleled and certainly represents a unique and exclusive product. However, what brings a customer closer to a fleet is the itinerary offered. We believe that the range of itineraries worldwide, the well-planned ports of call, and, above all, the presence in certain regions are the key elements to attract new customers. That’s why we are working to strengthen our positions in some areas and to constantly offer innovations in this regard.

Certainly, having two types of ships can help meet different types of needs. Sailing vessels may be more suitable for active travelers who enjoy diving, swimming, and embarking on more adventurous excursions. Yachts, on the other hand, can better accommodate guests who prefer a more relaxed approach to exploring exclusive destinations they have chosen to delve into through our itineraries, which are always attentive to new and small ports.

How do you interpret Windstar Cruises’ philosophy today? What are the highlights in terms of ships, services, or itineraries?

I really appreciate Windstar Cruises’ approach and what we offer to our guests, both in planning itineraries and onboard services. As mentioned, our presence in certain regions of the world truly makes us stand out. This is a factor we want to preserve and maintain as a defining feature of our operation, with many years of experience. However, we also have new projects on the horizon, including venturing into new areas and strengthening our presence on routes where there are many other operators. We firmly believe that we can convey Windstar Cruises’ philosophy and service. Service on board our ships is crucial in truly setting us apart. The intimate and casual atmosphere that permeates our entire fleet is certainly one of the most appreciated aspects. Along with our carefully curated and high-quality cuisine. Moreover, our ships offer a range of highly-valued features, such as the marina, which provides the opportunity for a swim in open waters or the use of canoes and other services associated with it.

What is the current profile of your audience? Nationalities, ages, and what do they appreciate most about your fleet? Do you have many repeater guests? Do loyal guests have a preference for a particular type of ship, or do they transition from sailors to yachts without any specific preference?

We have a very high number of repeaters. This is very gratifying and helps us understand that everything we offer on board our ships is highly appreciated. These are guests who don’t enjoy traveling on large cruise ships and prefer the intimate and tranquil atmospheres that the Windstar Cruises fleet knows how to provide. They are mainly Americans, with a small percentage of Canadians and other international guests. The age of our regular customers, as in the cruise industry in general, is decreasing significantly, especially in recent times. In the past, people used to take great trips at the time of retirement, believing that it was only the right time to take a break from work and enjoy a vacation. Today, it has been realized that one’s time should be enjoyed earlier, consistently, without missing the opportunity to do so right away. This means that even people in their forties or fifties are embarking on journeys on Windstar Cruises, sometimes for several days. The pandemic has also sparked a great desire to be together. So, we often host large family groups on board, who want to experience this journey together, enjoying a cruise with their loved ones.

Windstar Cruises has reached its 35th year in business today. We have, therefore, a long-standing experience in the industry and a deep understanding of our work. This drives us to want to make the brand more internationally recognized and to tap into new markets. We are well-known in certain specific itineraries, such as Polynesia, where we have a ship operating year-round. However, given the richness of our itineraries, we would like to achieve similar visibility in all other regions. Markets that we are particularly eyeing include the United Kingdom, Australia, as well as Italy and some countries in Eastern Europe. Especially in emerging markets, Windstar Cruises can represent the personalized product that is being sought after at that moment. Like a cruise among the Greek islands, for example, as well as in the Mediterranean and many other regions.

In conclusion, does your entry into the Windstar team involve any changes to the company’s marketing? Are there any upcoming developments on the horizon? I’ve noticed that the 2024-2025 itineraries have introduced new ports of call and many fantastic cruises. What else should we expect in the future?

A product we are currently working on and investing heavily in is long cruises around the Caribbean. They last approximately 55 days and cater to those guests who want to stay on board for an extended period and enjoy a vacation that represents a true journey of experience. However, at the same time, they may not be able or willing to undertake a round-the-world trip lasting over three months. Another recent development is the replacement of our ship in Tahiti, with Wind Spirit leaving the area after a long stay, being replaced by the Star Breeze. Our longstanding collaboration with local authorities and our partnership with Air Tahiti will allow us to ensure a constant presence and a series of initiatives related to the 25th anniversary of the airline’s operations. We are working to make Windstar Cruises an increasingly recognized brand even in regions that have not seen us as prominent players until now, unlike other operators.

I’ve known Janet Bava for a long time, and I have no doubts that Windstar Cruises will benefit greatly from her motivation and years of experience in the cruise industry. A look at the itineraries for the coming years, recently announced by the company, demonstrates their strong commitment to expanding their areas of operation and, most importantly, their dedication to providing their guests with new ports of call and extended stays to make the most of their excursions. When you combine this with the onboard atmosphere, service, dining, and, why not, the unique charm of sailing on a windship, we are confident that all the potential is in place to achieve the objectives that Janet Bava has set as the head of the brand’s commercial division.

Don’t miss further news, updates and reviews of Windstar Cruises on Cruising Journal with photos, videos and cruises on offer.

Gabriele Bassi

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