Travel industry veteran to spearhead global, guest-centered market approach for iconic luxury line
(Monaco – June 23, 2021) Silversea Cruises, the leading global, ultra-luxury and expedition cruise line, today announced the promotion of Barbara Muckermann to Chief Commercial Officer (CCO), effective immediately. In her new role, Muckermann, who most recently served as the line’s Chief Marketing Officer, will focus on strengthening the company’s guest-centric approach across the sales and marketing channels to further enhance the cruise experience for patrons of the Monaco-based luxury line.
As part of her expanded responsibilities, Muckermann will oversee all aspects of Silversea’s guest relations, sales and marketing, revenue management functions, strategic communications, and brand recognition. Muckermann’s strategic duties will encompass initiatives that will enhance the customer experience across operations for Silversea Cruises, a subsidiary of the Royal Caribbean Group.
“Barbara’s unparalleled experience and extensive knowledge of the luxury travel industry, paired with her intimate understanding of guests’ and travel advisors’ needs, make her the perfect leader to drive the profitable growth of Silversea Cruises globally,” says Jason Liberty, Executive Vice President and Chief Financial Officer of Royal Caribbean Group. “Barbara has a proven track record of success and is deeply respected across the industry. Her expertise will prove pivotal in strengthening Silversea’s presence on the global stage as the recognised leader in ultra-luxury and expedition travel,” adds Roberto Martinoli, President and CEO of Silversea.
Muckermann joined Silversea Cruises in October 2001, returning in 2016 after stints with multiple luxury and cruise brands from 2005. She was at the forefront of Silversea’s brand evolution, helping to establish Silversea as the world’s leading ultra-luxury and expedition cruise line. Muckermann spearheaded numerous successful marketing campaigns and strategic partnerships, including Silversea’s ongoing collaboration with iconic photographer Steve McCurry. She pioneered such product innovations as the Sea and Land Taste (S.A.L.T.) deep-dive culinary programme, the most immersive travel concept at sea, among others.
“I am truly honoured to work with such a talented senior leadership team at one of the world’s most iconic brands, recognised as the pinnacle of luxury travel,” says Muckermann. “This is an exciting year of opportunity for the company, and Silversea is uniquely positioned within the industry’s return to service to capture growth in the global market, placing our guests at the centre of the luxury experience.”
An accomplished professional in the luxury travel and hospitality industry, Muckermann brings more than 25 years of experience to her new position. She has been an innovator and leader in the cruise industry. Muckermann is a Doctor in Political Sciences and Economics, and holds a joint MBA from the London Business School and Columbia University.
Part of the Royal Caribbean Group, Silversea Cruises is recognised as an innovator in the ultra-luxury cruise industry, offering guests large-ship amenities aboard its intimate, all-suite vessels: Silver Wind, Silver Shadow, Silver Whisper, Silver Spirit, Silver Muse and Silver Moon – all designed to offer an atmosphere of conviviality and casual elegance. With the inclusion of the expedition ships Silver Origin, Silver Explorer, and Silver Cloud, Silversea's itineraries encompass all seven continents and feature worldwide luxury cruises to the Mediterranean, the Caribbean, the Galapagos, both Polar Regions, and hundreds of fascinating destinations in between. Silversea is also looking forward to the launch of three new ultra-luxury ships: Silver Dawn and two Evolution-class ships. Browse Silversea's blog, Discover, and subscribe to receive the latest content directly into your inbox.