Starboard Group Promotes Jia Jia Liu to Lead Asia Market Operations
Starboard Group, widely recognized as one of the world’s leading retail curators operating at sea, has announced the promotion of Jia Jia Liu to the role of General Manager for the Asia Market. The appointment reflects the company’s continued commitment to expanding its influence and delivering highly tailored retail experiences within the rapidly growing Asian cruise industry. In her new leadership position, Liu will oversee Starboard’s partner accounts throughout the Asia region, strengthening relationships with cruise line partners and ensuring that onboard retail programs remain innovative, engaging, and aligned with regional consumer preferences.
Based in Shanghai, Liu will continue to manage regional operations while reporting directly to Claudia King-McWilliams, who serves as Vice President and General Manager for Royal Caribbean International and the Asia region at Starboard. The move highlights Starboard’s strategy of empowering experienced leaders who possess deep market insight and operational knowledge, particularly in regions where cruise tourism and retail opportunities are expanding at a rapid pace.
Strengthening Leadership in a Key Growth Region
Asia has become one of the most important markets for cruise travel and onboard retail, and Starboard’s leadership recognizes the region’s potential for long-term growth. According to Lisa Bauer, the company sees Liu as an ideal leader to guide its next phase of expansion across Asia. Bauer emphasized that Liu has built strong relationships with major cruise line partners and has earned widespread respect within the industry due to her professionalism, strategic thinking, and consistent results. Over the past several years, Liu has played a pivotal role in strengthening Starboard’s presence in the region by managing complex accounts, overseeing retail operations, and developing programs that resonate with international cruise guests as well as regional travelers. Her knowledge of consumer behavior, cultural nuances, and retail trends in Asia positions her uniquely to guide the company’s operations as cruise tourism continues to rebound and evolve after recent global disruptions. Under her leadership, Starboard aims to deepen its partnerships with cruise lines operating in Asia while also expanding the diversity of retail offerings available to passengers. Bauer noted that Liu’s experience within the company and her understanding of the regional operating environment will help ensure that Starboard continues to deliver exceptional retail experiences that align with each cruise partner’s brand identity and guest expectations.
A Career Built on Experience and Dedication
Jia Jia Liu’s promotion reflects a career marked by steady growth, operational expertise, and a commitment to excellence within the cruise retail sector. Having spent 16 years with Starboard, Liu has developed extensive experience across multiple areas of the company’s operations. She began her career as an onboard Retail Manager, where she worked directly with cruise guests and crew members to manage retail stores aboard ships. In that role, she gained firsthand insight into the dynamics of cruise retail, including inventory management, merchandising, guest engagement, and the importance of delivering memorable shopping experiences during voyages. Over the years, Liu advanced through a series of increasingly senior leadership roles, each of which expanded her responsibilities and influence within the organization.
Her progression through the ranks allowed her to develop strong leadership skills while gaining an in-depth understanding of Starboard’s retail strategy, operational systems, and partnership model with cruise lines. Most recently, Liu led the Asia account teams beginning in January 2025, where she coordinated closely with cruise line partners, regional suppliers, and Starboard’s internal teams to ensure that retail operations ran smoothly and efficiently. Her work helped strengthen Starboard’s relationships with key partners while also improving the customization of retail offerings for Asian cruise markets.
Commitment to Building Strong Partnerships
In response to her promotion, Liu expressed gratitude for the opportunity to continue working alongside Starboard’s global teams and its cruise line partners throughout Asia. She highlighted the collaborative nature of the cruise retail industry, noting that success depends on strong partnerships and shared goals between retailers, cruise operators, and local suppliers. Liu emphasized that cruise line partners rely on Starboard not only to provide products but also to design retail experiences that enhance the overall journey for passengers. Onboard retail has evolved significantly over the years, transforming from a simple duty-free shopping opportunity into an integral part of the cruise guest experience.
Today’s cruise passengers expect curated assortments, interactive shopping environments, and products that reflect both global luxury trends and regional cultural influences. Liu stated that she looks forward to continuing to strengthen Starboard’s partnerships with cruise operators while helping the company grow its presence across Asian cruise markets. She also underscored the importance of aligning retail programs with the unique characteristics of each cruise itinerary, ensuring that onboard stores feel relevant, engaging, and reflective of the destinations passengers are exploring.
Expanding Personalized Retail Experiences at Sea
One of Starboard’s core priorities in recent years has been the development of personalized and localized retail programs that resonate with diverse cruise audiences. As cruise tourism becomes increasingly global, passengers come from a wide variety of cultural backgrounds, each with different shopping preferences and expectations. Starboard has responded by developing flexible retail strategies that combine internationally recognized brands with products tailored to specific regions and traveler demographics. Liu’s leadership in Asia will play a central role in advancing this strategy, particularly as the region continues to attract both domestic and international cruise travelers. By leveraging regional insights and data-driven retail planning, Starboard aims to ensure that onboard stores offer a balanced assortment of luxury goods, fashion, accessories, beauty products, and destination-inspired items. The company also focuses on creating engaging store environments that encourage exploration and interaction, transforming shopping into an enjoyable part of the cruise journey rather than simply a transactional experience. Through carefully curated merchandise and immersive retail design, Starboard seeks to provide cruise guests with memorable shopping moments that complement the excitement of travel at sea.
Integrating Retail Into the Guest Journey
Modern cruise retail goes far beyond traditional shipboard shopping. Today, retailers like Starboard work closely with cruise lines to integrate retail experiences seamlessly into the broader guest journey. This includes coordinating onboard promotions with shore excursions, destination experiences, and entertainment programs. For example, passengers visiting ports in Asia may encounter merchandise inspired by local culture, cuisine, or craftsmanship, providing a meaningful connection between their shopping experience and the destinations they explore. Under Liu’s leadership, Starboard plans to further enhance these integrated retail concepts across its Asian cruise operations.
By collaborating closely with cruise line partners, the company aims to develop unique retail initiatives that align with each ship’s itinerary, passenger demographics, and onboard atmosphere. These initiatives may include exclusive brand partnerships, themed shopping events, limited-edition product launches, and interactive retail activations designed to engage passengers throughout their voyage. The goal is to ensure that retail becomes an integral part of the cruise narrative, enriching the travel experience while also delivering strong commercial performance for cruise line partners.
The Growing Importance of Asia in Cruise Retail
The Asia-Pacific region has emerged as one of the most promising markets for cruise tourism, attracting millions of travelers each year. As cruise operators expand their presence in destinations such as China, Japan, South Korea, and Southeast Asia, the demand for high-quality onboard retail experiences continues to rise. Starboard recognizes that success in this region requires a deep understanding of local consumer preferences, cultural trends, and purchasing behaviors. Liu’s extensive experience working within the Asian market gives her valuable insights into these factors, enabling her to guide Starboard’s strategy with precision and confidence.
Her role will involve coordinating with regional suppliers, managing partnerships with international luxury brands, and ensuring that product assortments reflect the tastes and expectations of Asian travelers. Additionally, she will oversee the operational performance of Starboard’s retail programs across the region, ensuring that stores maintain high standards of service, merchandising, and guest engagement. By focusing on innovation, localization, and strategic partnerships, Starboard aims to position itself as the premier retail curator for cruise lines operating in Asia.
Driving the Future of Cruise Retail Innovation
As the cruise industry continues to evolve, retail innovation will remain a key factor in shaping passenger experiences and generating revenue for cruise operators. Starboard has consistently positioned itself at the forefront of this evolution by experimenting with new retail concepts, digital technologies, and experiential store designs. The company has introduced initiatives such as interactive product displays, digital merchandising tools, and data-driven inventory management systems that help optimize retail performance aboard ships. Liu’s leadership will contribute to further innovation within the Asian market, where technology adoption and consumer expectations are rapidly changing. By analyzing passenger data and collaborating closely with cruise partners, Starboard aims to develop retail programs that feel personalized and relevant to each voyage. These efforts will help ensure that cruise retail remains dynamic, engaging, and capable of meeting the evolving expectations of modern travelers.
A Strategic Step for Starboard’s Global Growth
The promotion of Jia Jia Liu represents more than just a leadership transition; it reflects Starboard’s broader strategy to strengthen its global operations through experienced regional leadership. With a deep understanding of both cruise retail operations and Asian market dynamics, Liu is well positioned to guide the company through its next phase of growth in the region. Her appointment underscores Starboard’s commitment to nurturing talent from within the organization while also recognizing the value of long-term industry experience. As cruise travel continues to recover and expand globally, Starboard aims to remain a trusted partner for cruise lines seeking innovative retail solutions that enhance guest satisfaction and drive commercial success. With Liu leading the Asia market, the company is poised to deepen its relationships with cruise operators while delivering unique retail experiences that reflect the cultural diversity and excitement of the Asian travel landscape.
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