Ex Seabourn sales boss Chris Austin has joined MSC Group’s soon-to-be-launched luxury brand as chief sales officer.

Austin was senior vice president of global sales and marketing at Seabourn for four years, where in 2019 he received the accolade of ‘Cruise Ambassador of the Year’ from luxury travel network, Virtuoso. 

Prior to that, he led sales for the luxury brand portfolio at Starwood Hotels & Resorts for nearly 20 years. 

MSC confirmed four additional senior appointments to the yet-to-be-named luxury brand, which is set to start operating in 2023 under chief executive Michael Ungerer. 

The line has also recruited Sarah Doyle as chief marketing officer. Doyle was most recently vice president for marketing at Bacardi Limited Europe, but has also held roles at Starwood Hotels & Resorts, W Hotels Worldwide and Momentum Worldwide.

Thatcher Brown, most recently president of Dream Cruises and managing director of Crystal Cruises Asia for four years, has joined as commercial and strategic advisor, while Sacha Rougier, formerly managing director at Cruise Gate Hamburg, has joined as head of itinerary planning and shore experience.

Finally, MSC has recruited John Stoll as destination experience advisor. Stoll worked as vice president of land programmes at Crystal Cruises for 17 years and was director of land programmes at Silversea Cruises for more than five years prior to that. 

“The leaders of the new brand bring more than 100 years of combined knowledge and expertise in the luxury, hospitality and cruise sectors,” Ungerer said.

“Together they will create a luxury and lifestyle travel experience as distinct as it is trailblazing, exceeding the expectations of both discerning cruisers seeking something different, those new to cruising and 'nextgenlux' travellers curious to start.” 

The luxury brand’s first vessel will be delivered in 2023 from the Fincantieri shipyard in Italy, with subsequent deliveries in 2024, 2025 and 2026.

The first luxury ship will feature 461 suites, all with balconies or terraces. MSC said the fleet would offer “the latest and most advanced environmental and maritime technologies available” and will offer a broad range of new guest experiences, as well as “generous” ratios of public spaces and “highly innovative” design.

“As momentum builds towards the reveal of our vision, our top team will continue to grow, with further highly talented and experienced appointments in people, product and culinary roles,” Ungerer said.

“We’re getting ready to share our vision of luxury ocean travel with our trade partners when we will present our fleet, showcase our luxury vessels’ innovative designs and demonstrate what I believe will be a best-in-class guest experience for existing and future clients.

“With sustainability forming a crucial part of our DNA, we’ll also show that our new luxury ships are equipped with the latest and most advanced environmental and maritime technologies available.”