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Royal Caribbean veteran takes the helm at Starboard Cruise Services

Lisa Bauer
Lisa Bauer has a passion for driving the customer experience through innovation
Lisa Bauer — who held senior executive posts at Royal Caribbean International before roles with International Cruise & Excursions (ICE) and, most recently, Delta Air Lines — is now leading retail giant Starboard Cruise Services.

Succeeds Beth Neumann

Bauer is the new president and CEO, succeeding Beth Neumann, who left in February. Based in Starboard's Miami headquarters, she'll report to Toni Belloni, group managing director of LVMH Moët Hennessy Louis Vuitton in Paris.

Responsibilities include overseeing all operations for Starboard and sister company Onboard Media, comprising 2,500 employees on land and aboard the ships of the companies’ eight partner cruise lines.

'Lisa’s career has been rooted in the travel industry. She has a passion for driving the customer experience through innovation. She is an accomplished leader who possesses an enviable record in the airline, hotel, cruise line and leisure travel industries,' Belloni said.

Bauer most recently served as VP on-board experience at Delta, responsible for creating the strategy to elevate the carrier’s customer experience. Earlier, she was EVP of global operations and COO for ICE, a global travel and leisure company with a worldwide network of alliances.

EVP and SVP positions at Royal Caribbean

Before joining ICE, Bauer served as EVP global sales and marketing at Royal Caribbean International, overseeing worldwide marketing and revenue management as well the company’s tri-branded sales and marketing offices and international representatives. She played a key role in the company’s Asia growth strategy and regional team development.

Bauer's earlier positions at Royal Caribbean included SVP hotel operations and SVP sales, directing North American sales activities.

'Returning to the industry where I’ve spent the majority of my career and applying my focus for exceptional guest experience is a thrilling proposition,' Bauer said. 'Our customers are celebrating life’s special moments and we have the chance to provide the ultimate memory of their dream vacation. I’m eager to reconnect with our cruise line customers and excited to meet with our global teams who delight thousands of guests every day through "The Starboard Way."'

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