After serving as vice president of North American sales at Virgin Voyages, John Diorio has been appointed vice president and managing director of North America for Celestyal. From his central Florida base, John will report to Lee Haslett, the line’s chief commercial officer.
Over the past year, the cruise line — which specializes in the Greek Islands, the Adriatic and the Arabian Gulf — has seen a 25% increase in North American guests. We had a chat with Diorio to learn more about his new role and what’s happening at Celestyal.
How does it feel to join the Celestyal team and embark on this new endeavor?
I'm incredibly excited to join Celestyal at this pivotal time of growth and partnership expansion. The company has a remarkable legacy and a clear vision for the future, particularly within the North American market.
I am looking forward to bringing my extensive experience and energy to this new chapter and working with the team at Celestyal to deliver our mission of creating unmissable experiences at sea and on shore.
John Dioro is now vice president and managing director of North America for Celestyal.
Credit: 2025 John DiorioWhat will your priorities be for the brand to sustain its growth trajectory in the North American market?
My team and I will be solely focused on our travel advisor partners. I want to spend time understanding their needs so I can continue to successfully develop and execute Celestyal’s strategic business plan for the North American market. We want to be positioned as a leader in multi-destination, immersive cruise itineraries for Greece, the Mediterranean, the Adriatic and the Arabian Gulf.
A key pillar of this strategy will be launching and expanding our advisor engagement. We are committed to working even more closely with our trade partners to build a “best in partnership” approach and expand travel partner channels across the region.
What more can you say about the Celestyal product, its fleet and itineraries?
Celestyal is entering its 10th year. We are a multi-award-winning cruise company built on a firm foundation of unique Greek heritage and warm hospitality. We are dedicated to delivering exceptional personal hospitality afforded by our mid-sized ships and ensuring genuine cultural immersion through our regional expertise and delivering unmissable experiences both onboard and on shore.
Our fleet of two refreshed, mid-size vessels, Celestyal Journey and Celestyal Discovery, each accommodating up to 1,360 passengers, allows us to prioritize highly personalized services while offering a unique mix of landmark and hidden-gem ports — something our competitors simply cannot replicate.
Our year-round program, with summer sailings across the Med and the Greek Isles, along with our Arabian Gulf cruises — returning later this year for their second-ever season — offer a fantastic selection of three-, four-, seven- and 14-night itineraries.
What is your overall vision for the company in North America moving forward?
My vision for Celestyal in North America is to solidify our position as the go-to cruise line for travelers seeking authentic, immersive and culturally rich experiences. We are a completely renewed cruise line with a totally refreshed fleet, major brand shift, investment into our customer experience and year-round sailings.
I plan to broaden and strengthen our relationships with travel advisors, ensuring they have all the information, tools and support they need to successfully sell Celestyal.
Ultimately, we aim to significantly increase our brand awareness and market share in North America, becoming the preferred choice for those who desire a truly distinctive and unmissable cruise vacation.
