Silversea seeks growth under Armstrong

SILVERSEA Cruises will place a renewed focus on the Australasian market under its new regional head Adam Armstrong, who was last month confirmed as the line’s next managing director, Australia and New Zealand.

His appointment ends several months of speculation after February’s surprise announcement that Armstrong would step down from his current role as Royal Caribbean’s associate vice president and managing director, Australia and New Zealand.

He will take up the new role in August, replacing Amber Wilson who is leaving to pursue other opportunities.

“I am delighted to be joining Silversea at such an exciting time in its long history as a leading luxury brand,” Armstrong said. “I look forward to working with the local team and our valued agent partners to grow the business and take Silversea to the next level.”

The high-profile executive has spent the past decade steering the Royal Caribbean, Celebrity Cruises and Azamara Club Cruises brands in the local market, having joined as the group first opened a Sydney office in 2009.

“Adam is a terrific addition to Silversea,” said Silversea CEO Roberto Martinoli. “His experience and achievements in the Australian and New Zealand cruise markets will support our ambitious plans for growth and develop closer relationships with our travel agent partners.”

Australia and New Zealand represent Silversea’s third largest market and remain the fastest growing cruise market in the world. The line has set ambitious growth plans down under, having announced its new flagship Silver Muse will sail to Australia for the first time in early 2019.

Silversea has also announced an unprecedented 2019-20 deployment of 10 cruises in local waters, featuring itineraries in Australia, New Zealand and the South Pacific.

Peter Shanks, Silversea’s managing director United Kingdom, Ireland, Middle East & Africa, will oversee the Silversea team in Sydney on an interim basis until Armstrong’s arrival.