Thornton will oversee commercial development and integration.
He brings experience in commercial, financial, itinerary planning/deployment and strategic port operations.
Maximizing financial performance
Over the past year Thornton has worked closely with Princess leadership as a strategic commercial consultant and will now report directly to President John Padgett in his full-time executive role. Working in tandem with the company’s senior commercial, marketing, sales and port leaders, Thornton will be responsible for directing all integrated strategic and tactical decisions with the goal of maximizing financial performance.
Pagett said Thornton will 'focus on accelerating the commercial development and overall financial performance for Princess through integrated deployment, pricing, revenue management, marketing, sales and information intelligence initiatives.'
He added: 'Terry’s 30-plus years at Carnival Cruise Line building a high performing, resilient and efficient economic model will be instrumental to Princess Cruises’ continued inroads toward next-level economic performance.'
Thornton began his career with Norwegian Cruise Line in financial and marketing planning, before helping to establish two luxury cruise start-ups, Sea Goddess and Windstar Cruises.
Following Carnival Corp.’s acquisition of Holland America Line and Windstar, he joined Carnival Cruise Line in 1989. At Carnival Thornton held senior roles in all commercial areas including marketing, distribution, pricing, revenue management, fleet deployment, itinerary planning, port development and maritime operations.
At Seatrade Cruise Global, Thornton is scheduled to take part as an expert panelist in the March 28 session 'So you want to start a cruise line?'