Princess Cruises Centralizes Operations Under New COO

Princess Cruises has reorganized its core operations, consolidating hotel services, dining, entertainment, and onboard revenue into a single new department. The move, announced internally by President Gus Antorcha this month, is designed to create a more unified and efficient command structure for the guest experience across its 16-ship fleet.

Rodrigo Llaguna, a hospitality executive with a five-year background leading Hyatt's Ultimate Vacation Club, has been appointed chief operating officer to lead the new division. He will report directly to Antorcha. Key vice presidents now reporting to Llaguna include John Paul Lamb (entertainment), Lorna Warren (hotel operations and guest experience), Sami Kohen (food and beverage), and Alfredo Jimenez (onboard revenue).

A notable element of the shake-up is the formal separation of entertainment from hotel operations, granting Lamb's team dedicated focus as the line emphasizes immersive onboard programming. The restructuring also triggered several internal promotions, including Andreas Dymke to senior director of culinary experience and Nick Shrives to associate vice president of guest services.

Industry analysts view the consolidation as a strategic effort to better synchronize the onboard experience with revenue generation, a priority as the cruise market remains competitive. The changes finalize the senior leadership team assembled under Antorcha, who joined Princess in late 2024 after a tenure at Holland America Line. His mandate is widely seen as strengthening the brand's premium positioning, aided by tools like the wearable MedallionClass technology.

The reorganization comes as Princess prepares for an ambitious 2026-2027 schedule, including expanded deployments in Australia, New Zealand, and Northern Europe. The new Guest Operations department is positioned to provide centralized oversight for these complex itineraries, aiming for a more seamless journey for the line's 1.7 million annual passengers.