Costa Cruises Appoints New Head of Sales for North America: What This Means for the Travel Industry

Published on April 26, 2025

In a significant development for the North American travel industry, Costa Cruises recently announced the promotion of Priscilla Reyes to the role of Head of Sales for North America. This move, effective May 1, 2025, is expected to have a substantial impact on Costa Cruises’ operations across the region and, by extension, the broader travel and cruise sectors. As the company looks to strengthen its position in North America, Reyes will take charge of strategic and national accounts, charter and incentive sales, as well as field sales operations, all of which will play a key role in boosting the Italian cruise line’s footprint in the highly competitive North American market.

This article delves into the implications of this leadership change and its potential effects on travelers, cruise industry professionals, and the travel sector in general.

Reyes’ Career Journey and Appointment

Priscilla Reyes is no stranger to Costa Cruises, having risen through the ranks with impressive speed. Before being promoted to Head of Sales, Reyes served as the Business Development Manager for the cruise line, where she worked closely with some of Costa’s largest trade accounts. Her deep understanding of Costa’s offerings, its people, and its systems has positioned her as an ideal candidate to lead sales efforts in the North American market. In her new role, Reyes will report directly to Dario Rustico, the General Manager for North and South America.

Under her leadership, Costa Cruises aims to further expand its reach in the North American market, which remains a key area of growth for the company. The decision to promote from within suggests that Costa Cruises values continuity and wants to build on the strong relationships Reyes has already cultivated with key trade partners. As she steps into her new role, she is expected to build upon her expertise in strategic sales to further enhance Costa’s presence in an increasingly competitive marketplace.

Impact on Costa Cruises’ North American Strategy

Costa Cruises has long been known for its Italian flair and exceptional service, but it is also aware that to truly thrive in North America, it must continue to refine its offerings and strengthen its partnerships within the region. With Reyes taking the helm of North American sales, Costa Cruises is looking to not only maintain its existing market share but also expand its reach among U.S. and Canadian travelers. This will likely include targeting new strategic and national accounts, as well as focusing on building stronger relationships within the charter and incentive segments.

One of the key areas of focus for Reyes will likely be reinforcing Costa’s position as a luxury cruise provider. While the North American cruise market is dominated by companies like Carnival, Royal Caribbean, and Norwegian Cruise Line, Costa Cruises has positioned itself as a premium option with a strong emphasis on Italian excellence, world-class service, and unique itineraries. Reyes is well poised to leverage her extensive knowledge of Costa’s offerings to attract more upscale travelers who are seeking something different from the typical North American cruise experience.

What This Means for Travel Advisors

Travel advisors and agents will play an important role in helping Costa Cruises expand its footprint in North America. With Reyes taking the lead in North American sales, travel advisors can expect more streamlined communication and improved support as Costa seeks to bolster its relationships with the trade. According to the announcement, travel advisors can connect directly with the Costa sales team at CostaExtra.com, which will likely serve as an essential platform for updates, resources, and booking support.

Reyes has built strong relationships with key trade partners over the years, and these relationships are expected to deepen as she works to increase Costa’s market share. Advisors may be offered new incentives and promotional opportunities as Costa looks to drive sales growth and expand its customer base. Furthermore, the focus on charter and incentive sales means that travel advisors who specialize in group travel or corporate incentive programs may see an uptick in opportunities to work with Costa Cruises.

Broader Industry Impact and Global Implications

This leadership shift at Costa Cruises comes at a time when the global travel industry is navigating a post-pandemic recovery phase. The cruise sector, in particular, faced significant challenges during the pandemic, with many travelers reluctant to return to cruises due to health concerns. However, with cruise lines like Costa Cruises focusing on innovation, unique itineraries, and personalized service, they are hoping to draw in travelers who are eager to explore new destinations in a safe and luxurious environment.

The appointment of Reyes is expected to boost Costa Cruises’ ability to tap into new and emerging markets. North America, especially the United States, is one of the largest sources of cruise travelers worldwide. By expanding its offerings and further ingraining itself in the North American market, Costa is positioning itself to capture more of the growing cruise market. This, in turn, could lead to increased competition for other cruise lines, as Costa’s distinctive Italian brand may attract travelers who are seeking a more European flair on the high seas.

The Global Effect on Travelers

The ripple effects of Costa Cruises’ strategic move could be felt globally. With its expansion in North America, the cruise line is likely to offer more diverse itineraries and unique experiences that may attract travelers from other regions. This could include routes that emphasize Mediterranean culture, Italian cuisine, and exceptional service—all hallmarks of the Costa brand. For international travelers, particularly those from Europe, the expansion of Costa Cruises’ North American operations could make it easier to book cruises that depart from U.S. or Canadian ports, opening up more opportunities for cross-continental travel.

Moreover, as Costa Cruises increases its presence in North America, it may also influence the broader cruise market to innovate and diversify their offerings. Other cruise lines could feel the pressure to improve their own services or cater more to North American tastes, potentially leading to a more dynamic and competitive market in the region.

Looking Ahead: Future Opportunities for Costa Cruises

With Priscilla Reyes at the helm of North American sales, Costa Cruises is setting itself up for a promising future in one of the world’s most lucrative cruise markets. The company’s focus on building stronger partnerships with travel advisors, growing its network of trade accounts, and further developing its charter and incentive business suggests that it is taking a multi-faceted approach to growing its market share.

As the industry continues to evolve, Costa Cruises’ commitment to Italian luxury and innovation could help it stand out from other cruise lines that are also vying for attention in the North American market. For travelers, this could mean more options for high-end cruises that offer something different from the typical Caribbean or Alaskan cruise experience.

In conclusion, the promotion of Priscilla Reyes is a significant development for Costa Cruises and the travel industry as a whole. It signals the cruise line’s ongoing commitment to expanding its North American presence while offering travelers unique and luxurious experiences on the open seas. As Costa Cruises continues to grow under Reyes’ leadership, it could reshape the way North American travelers view Mediterranean-style cruising, offering fresh opportunities for those seeking something beyond the usual cruise destinations.