Princess Cruises, a flagship brand under Carnival Corp., unveiled a sweeping organizational shake-up this month, creating a centralized Guest Operations department to streamline hotel services, food and beverage, onboard revenue, and entertainment. The move, detailed in an internal letter from President Gus Antorcha, aims to sharpen collaboration and efficiency across core guest-facing functions. Antorcha described it as “an exciting step forward for our organizational structure, helping us build a stronger company, positioning our teams for future growth and success, and completing the evolution of our Senior Leadership Team for the foreseeable future,” according to Cruise Industry News.

Rodrigo Llaguna steps in as the new chief operating officer, reporting directly to Antorcha and joining the senior leadership team. Llaguna, who joined Princess earlier this month, brings five years as group president for Ultimate Vacation Club at Hyatt Hotels. His appointment caps the restructuring, with key vice presidents now aligned under his oversight: John Paul Lamb as vice president of entertainment, Lorna Warren as vice president of hotel operations and guest experience, Sami Kohen as vice president of food and beverage, and Alfredo Jimenez as vice president of onboard revenue.

Entertainment Breaks Free from Hotel Silos

A pivotal shift separates entertainment from hotel operations, elevating John Paul Lamb’s role to focus exclusively on shows and onboard programming. This division promises specialized attention to entertainment amid Princess’s push for immersive experiences. Promotions ripple through the ranks, including Andreas Dymke to senior director of culinary experience, Sarah Hancock to director of beverage operations, and Nick Shrives to associate vice president of guest services and arrival experience, as noted by Crew Center.

These changes signal Princess’s priorities: tighter integration of guest experience with revenue streams, centralized oversight, and enhanced product delivery. The company now lists three director-level hotel operations openings, inviting internal talent to fill expanded roles as the structure matures. Antorcha’s leadership, fresh from steering Holland America Line to its strongest financial results in 16 years, underscores Carnival’s strategy to fortify premium brands post-pandemic.

Llaguna’s Hospitality Pedigree

Llaguna’s Hyatt tenure honed his expertise in luxury vacation clubs, aligning with Princess’s premium positioning via innovations like MedallionClass. That wearable tech, pioneered under former president John Padgett, revolutionized personalization and set industry benchmarks, per Carnival Corp. announcements. Llaguna’s mandate will leverage such tools to unify operations across Princess’s 16-ship fleet, serving over 1.7 million guests annually to more than 330 destinations.

Industry observers see the overhaul as a response to intensifying competition. Crew Center analysis highlights how the restructure fosters coordination between experience and revenue departments, crucial as cruise lines chase onboard spending growth. Princess’s moves follow Antorcha’s December 2024 appointment, building on his Carnival Cruise Line COO stint and operational excellence track record detailed on Carnival Corp.’s site.

Broader Fleet and Deployment Pressures

Princess operates amid ambitious expansions, including 2026-2027 Australia/New Zealand deployments with 42 itineraries on three ships and Northern Europe programs boasting 48 voyages to 54 destinations. Such scale demands operational agility, which the new department provides. Changes also touch ops platforms, global connectivity, and cloud engineering, ensuring shoreside support matches onboard ambitions.

The timing aligns with industry recovery, where Princess holds strong in the premium segment. MedallionClass continues to differentiate, enhancing service from pre-cruise planning to onboard interactions. Llaguna’s integration of revenue functions positions Princess to maximize yields from bars, specialty dining, and entertainment upsells.

Leadership Evolution at Carnival Brands

This follows Carnival’s November 2024 executive shifts, with Antorcha moving from Holland America to Princess, praised by CEO Josh Weinstein for post-pandemic guidance. Weinstein noted Padgett’s innovations restored Princess’s iconic status. The Guest Operations hub completes Antorcha’s senior team assembly, as covered by Seatrade Cruise.

Promotions like Dymke’s, overseeing culinary projects and quality assurance, and Hancock’s beverage role, reflect granular focus on execution. Shrives’s elevation targets seamless arrivals, vital for first impressions on voyages from Alaska to Europe. Open hotel director roles hint at ongoing talent pipelines.

Implications for Crew and Guests

For crew, the structure clarifies reporting lines, potentially easing coordination on ships like Regal Princess or the incoming Sphere Class vessels. Guests stand to gain from unified services, where hotel staff, chefs, revenue teams, and entertainers operate in sync. Cruise Industry News reported the announcement January 22, 2026, sparking minimal X chatter but underscoring internal focus.

Princess’s 2026 itineraries, from 79-night Circle Pacific voyages to West Coast getaways, will test the model. As Carnival navigates premium market leadership, this overhaul equips Princess to deliver consistent excellence across diverse fleets and ports.