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Deanna Austin, Chief Commerical Officer, Princess Cruises
Deanna Austin was appointed chief commercial officer for Princess Cruises worldwide in 2017 having served the company for 30 years. She leads the teams responsible for global deployment, revenue management, and all commercial operations for Princess Cruises, encompassing 2 domestic and 12 international offices including United Kingdom, Australia, China, Japan, Taiwan, Korea, Hong Kong, and Singapore. Her team is also accountable for managing the commercial relationship with international sales agents licensed to sell Princess Cruises in other regions around the world.
Overseeing the deployment of the Princess Cruises fleet of 18 ships carrying nearly two million passengers, Austin leads a dedicated team of destination experts, creating more than 150 award-winning itineraries ranging in length from three to 111 days. She has launched a number of new itineraries and deployments for Princess Cruises, including the first journey to Antarctica and the first mega-ship to sail in Asia. Recently, Austin played an integral role in creating the commercial strategy, developing new homeports, and expanding guest sourcing in Japan, China, and Taiwan, plus numerous other ports of call throughout the Asia-Pacific region. Through these efforts, Princess Cruises is regularly recognized as “Best Cruise Line for Itineraries.”
The scale and complexity of Princess’ deployments across source markets and destinations has been critical to its success and drives a significant proportion of the bottom line profitability for the brand. Along with deployment, as the head of commercial planning, Austin also oversees all revenue management and supporting commercial decisions including pricing initiatives, sales policies, and promotional programs globally. These programs generate demand across various source markets, and offer the most competitive sales propositions in order to maximize the commercial appeal for Princess’ cruise vacations.
Austin joined Princess in market planning in 1987 and quickly progressed to director of the department by 1995. In addition to her leadership of global deployment and pricing strategies, she assumed responsibility for revenue management when she was promoted to vice president in 1997. Austin was elevated to senior vice president in 2004, and since this time has overseen various functions for the company including marketing, customer service, shore excursions, and air planning, while also continuing to be responsible for global deployment and revenue management.
In addition to advancing the leadership and development of women within the Princess organization, Austin has been an active supporter of the Girl Scouts of Greater Los Angeles since 2004. She supports numerous troop activities and speaking engagements at Girl Scout events, and volunteers with Girl Scouts to benefit various non-profit organizations across the community.
Austin holds a Master of Business Administration from California State University, Northridge, and a Bachelor of Arts in Marketing with a minor in French from the University of Utah. She resides in La Cañada, Calif. with her husband and three children