Princess Cruises announced the promotion of Carmen Roig to senior vice president of sales, expanding her leadership role in driving consumer demand and strengthening trade partnerships. The appointment, effective September 17, 2025, highlights Roig’s track record in advancing sales strategies and her more than four decades of cruise industry experience.
Roig joined Princess Cruises in 2022 as vice president of sales and has since overseen North America trade sales, trade marketing, inside sales and service, and international sales across Europe and South America. During her tenure, she has introduced new programs for travel advisors, expanded earning opportunities through promotional platforms, and reinforced relationships across the trade sector.
Leadership recognition at Princess Cruises
Jim Berra, chief commercial officer at Princess Cruises, emphasized Roig’s impact on the company’s sales growth. “In just over three years at Princess, Carmen has built an exceptional team and been the driving force energizing our trade partnerships, advancing sales strategies, and empowering her team to take ownership of their relationships. Her contribution to our growth and success is crystal clear,” said Jim Berra, Chief Commercial Officer. “Her promotion to senior vice president of sales is well deserved, and her passion for growing our brand and introducing more consumers to Princess is truly inspiring.”
Roig began her career at Carnival Cruise Line in 1981 and has held senior leadership roles at several leading cruise operators. Before joining Princess, she led marketing and sales for Crystal Cruises and also served in sales leadership positions at Azamara Club Cruises and Costa Cruises. Her background has made her a recognized figure in sales, marketing, and community engagement within the cruise industry.
Commitment to travel advisors and trade partners
In her new role, Roig will continue focusing on building trade relationships and providing tools for the advisor community. She highlighted her priorities in a statement released with the announcement. “I am honored to step into this expanded role and continue supporting our incredible travel advisor partners,” said Carmen Roig, Senior Vice President of Sales, Princess Cruises. “Together, we’ve built strong momentum, and I look forward to further elevating Princess Cruises’ presence in the marketplace by delivering innovative tools, greater earning opportunities, and unforgettable cruise experiences for our guests.”
Princess Cruises has credited Roig with spearheading innovative strategies that helped enhance the company’s partnerships with travel advisors and broaden its reach in both North American and international markets. Her promotion reflects the company’s strategy of reinforcing trade partnerships as a central pillar for growth in the competitive global cruise industry.
Princess Cruises in global context
The announcement of Roig’s promotion comes as Princess Cruises continues to expand its fleet and operations across key global markets. The brand, recognized worldwide as “The Love Boat,” serves millions of guests annually across destinations that include the Caribbean, Alaska, Europe, South America, Asia, and world cruises. Its newest vessel, the Sun Princess, introduced the Sphere Class platform and was named Condé Nast Traveler’s Mega Ship of the Year. The Star Princess, a sister ship, is scheduled to join the fleet in fall 2025.
Princess Cruises operates as part of Carnival Corporation & plc, one of the largest leisure travel companies in the world. The brand is positioning itself to compete strongly in the premium and contemporary segments, with investments in new ships, onboard technology such as the MedallionClass service, and enhanced partnerships with travel professionals. Roig’s expanded leadership role in sales is expected to support this strategy by strengthening relationships and driving consumer interest across multiple regions.
The company noted that travel advisors and partners can continue accessing resources through the Princess OneSource Travel Advisor Center, while additional updates will be available via its corporate newsroom. Roig maintains professional engagement with industry networks and can be followed on social platforms including Facebook and LinkedIn, where she shares updates and insights relevant to the travel community.
With her promotion, Princess Cruises signals continuity in its sales leadership while also reinforcing the importance of experienced executives in shaping the next phase of growth. As the company continues to expand into new markets and introduce next-generation ships, Roig’s role will remain central to delivering on its goal of creating meaningful connections and memorable cruise experiences for travelers worldwide.
