Starboard, the company that is reimagining retail for the world’s leading vacation brands, today announced an expansion of its partnership with Princess Cruises, extending Starboard-managed retail experiences across half of Princess’s global fleet. The expanded agreement builds on the successful launch of Starboard’s curated retail experiences aboard Star Princess last fall, marking a new chapter in the companies’ collaboration.
“Retail plays a meaningful role in how guests connect with our ships,” said Rodrigo Llaguno, Princess Cruises Chief Operating Officer. “Starboard has demonstrated a strong understanding of our brand and our guests, delivering thoughtfully curated experiences aboard Star Princess. Expanding this partnership across half our fleet reflects our shared commitment to innovation, consistency and creating moments that enhance every guest journey.”
Princess sails to 345 destinations worldwide, spanning Alaska, Asia, Australia, the Caribbean, the Mediterranean, Mexico, South America and beyond. Under the expanded agreement, Starboard will leverage its global brand relationships, merchandising expertise and operational scale to develop retail experiences that feel authentically connected to each itinerary and region.
“Princess Cruises and Starboard share a deep commitment to creating retail environments that elevate the entire guest experience, and we’re honored to extend our partnership across eight additional Princess ships,” said Lisa Bauer, President and CEO of Starboard. “This expansion reflects the trust we’ve built and the results we’ve delivered in just a few months since our collaboration began. The concepts we introduced onboard Star Princess—from luxury brand partnerships to destination-inspired assortments to immersive retail events—demonstrate how thoughtful curation can enhance each guest’s journey.”
The additional ships covered under the new agreement are:
- Crown Princess
- Diamond Princess
- Discovery Princess
- Enchanted Princess
- Island Princess
- Royal Princess
- Ruby Princess
- Sapphire Princess
As Princess Cruises continues to evolve its onboard retail strategy, Starboard will introduce experiences that emphasize personalization, first-at-sea and exclusive offerings, and interactive activations—all designed to feel seamlessly integrated with each ship’s identity and itinerary.
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About Princess Cruises
Princess Cruises is The Love Boat, the world’s most iconic cruise brand that delivers dream vacations to millions of guests every year in the most sought-after destinations on the largest ships that offer elite service personalization and simplicity customary of small, yacht-class ships. Well-appointed staterooms, world class dining, grand performances, award-winning casinos and entertainment, luxurious spas, imaginative experiences and boundless activities blend with exclusive Princess MedallionClass service to create meaningful connections and unforgettable moments in the most incredible settings in the world – the Caribbean, Alaska, Panama Canal, Mexican Riviera, Europe, South America, Australia/New Zealand, the South Pacific, Hawaii, Asia, Canada/New England, Antarctica, and World Cruises. Star Princess, the brand’s newest and most innovative ship, launched October 2025, and sister ship to Sun Princess, named Condé Nast Traveler Mega Ship of the Year for a second consecutive year. The company is part of Carnival Corporation, the world’s largest cruise company with a portfolio of cruise lines operating in over 800 ports & destinations worldwide (NYSE: CCL).
About Starboard
Starboard is reimagining retail for the world’s leading vacation brands. Charting a new course in the duty-free industry since 1958, Starboard elevates the vacation experience on more than 87 ships across 14 world-class cruise line partners, including Blue Dream, Carnival Cruise Line, Celebrity Cruises, Princess Cruises, Resorts World Cruises, Royal Caribbean International, Star Cruises, TUI Cruises and Virgin Voyages. Starboard’s dedicated Luxury Division partners with Azamara, Crystal, Scenic Luxury Cruises & Tours, Silversea and The Ritz-Carlton Yacht Collection.
Starboard is consistently recognized for quality and innovation by the travel industry, and the company has earned numerous awards, including DFNI-Frontier Americas Travel Retailer of the Year, Asia/Pacific Cruise Retailer of the Year, Global Cruise Retailer of the Year and Exceptional Achievement by a Cruise Retailer.
Onboard Media, Starboard’s sister company, creates multimedia products for top companies in the travel and hospitality industry, driving brand awareness to generate sales and grow revenue. Both businesses are headquartered in Miami and Starboard has additional offices in Hong Kong, Shanghai and Genoa. Starboard and Onboard Media are proud to be a part of Global Travel Retail Holdings, LLC, an industry-leading travel and technology-centric joint venture in partnership with Gissy Investments and LVMH.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260602210092/en/
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