Lisa Bauer Redefines Excellence Through a People-Driven Vision for Cruise Retail and Guest Experiences
Lisa Bauer, President and CEO of Starboard Cruise Services and Onboard Media, speaks at 1TourismWorld on “Curating Unforgettable Journeys: How Teams at Sea Make the Difference.” Bauer underscores a vital truth: great customer experiences depend on great people. Her insights reflect a leadership philosophy that prioritizes the human element, turning operational complexity into an opportunity for innovation and connection.
Curating Experiences with Purpose
Starboard Cruise Services leads the vacation retail industry with a history spanning 65 years. Operating on 84 ships across 13 cruise lines, the company offers a diverse portfolio of products, from luxury timepieces to everyday essentials. Its sister company, Onboard Media, enhances the guest journey with tailored marketing solutions, including digital, print, and video content. Together, these organizations embody a mission Bauer describes as “curating a vibrant world.”
This mission serves as the company’s North Star, guiding its operations and fostering a unique blend of creativity and precision. For Bauer, however, the true differentiator is not the scale of the business but the people who power it.
People at the Core
Bauer emphasizes that teams at sea form the foundation of Starboard’s success. Over 2,000 sales associates represent 70 nationalities, reflecting a diversity that enriches the guest experience. These associates navigate six-month contracts, often away from friends and family, while managing both retail and safety responsibilities. Their commitment goes beyond selling products; they create lasting memories for guests.
Starboard’s workforce draws talent from countries including India, South Africa, Peru, and the Philippines. This global diversity creates a culture of inclusion and collaboration, which Bauer cites as a cornerstone of the company’s operations. “The ships are just steel and glass without our people,” she asserts, underscoring their critical role in transforming spaces into experiences.
Transforming Talent into Competitive Advantage
Starboard invests heavily in training to ensure associates excel in their roles. The company uses a Talent Learning Management System (LMS) to deliver structured, measurable training. Associates specialize in areas such as fine jewelry, beauty, and luxury timepieces, earning certifications from respected institutions like GIA.
Training extends beyond digital platforms. Bauer details in-person sessions where brand partners such as Chanel and Dior coach associates in real-world settings. Initiatives like “Beauty Week” allow associates to deepen their expertise and enhance guest engagement. This comprehensive approach equips associates with the skills to act as brand ambassadors, delivering exceptional service.
Results affirm the impact of these efforts. Guests consistently rate associates highly for friendliness and helpfulness, with Net Promoter Scores in the 70s and 80s—extraordinary metrics in the retail sector.
Creating a Culture of Recognition
Recognition plays a central role in Starboard’s leadership strategy. The company introduces the Most Vibrant Player Awards to celebrate outstanding contributions across all levels. This initiative aligns with the company’s core values of agility, curiosity, and excellence, reinforcing a culture of high performance.
Bauer highlights individual success stories, such as that of Mende Nadeski, who begins as a sales associate in 2004 and advances to become Director of Sales Operations. These stories illustrate Starboard’s commitment to career development and the creation of clear pathways for growth.
Leadership in Action
Bauer demonstrates the importance of presence in leadership. She and her executive team prioritize ship visits, connecting directly with associates and observing guest interactions. This hands-on approach ensures alignment between strategy and execution, while also fostering trust and morale.
During visits, Bauer engages with teams, listens to their feedback, and responds with actionable solutions. She views this process as essential for maintaining high engagement and ensuring operational excellence. “You have to be out where the magic happens,” she explains, highlighting the importance of being accessible and responsive.
A Blueprint for Resilience and Innovation
Starboard’s approach to talent management and leadership offers valuable lessons for any organization. Bauer demonstrates how aligning purpose with people creates a foundation for sustained success. Her focus on training, recognition, and presence ensures that associates remain engaged and empowered, even in a demanding work environment.
Key takeaways from Bauer’s philosophy include:
1. Prioritize People: Exceptional experiences begin with engaged teams. Investing in people strengthens both culture and performance.
2. Develop Talent Strategically: Comprehensive training and clear career paths enable employees to excel and grow within the organization.
3. Recognize Contributions: Consistent recognition fosters loyalty and reinforces a culture of excellence.
4. Stay Connected: Direct engagement with frontline teams ensures alignment and drives continuous improvement.
Shaping the Future of Tourism
Lisa Bauer’s leadership at Starboard Cruise Services exemplifies the power of human connection in business. By centering operations around people, she creates a culture that delivers not only exceptional guest experiences but also meaningful careers.
At 1TourismWorld, Bauer shares a vision that resonates far beyond the cruise industry. Her approach serves as a reminder that in an increasingly complex business environment, prioritizing people is not just a strategy—it is the differentiator.
