International luxury and experiential travel agency network Virtuoso has appointed Lori Sheller as its new vice president of global cruise. Prior to joining, her experience extended to leadership positions at MSC Cruises and Swan Hellenic, as well as EBG, Tourico Holidays/Hotelbeds Group and Online Vacation Center. From her home base of Parkland, Florida, Sheller will report to Una O’Leary, Virtuoso’s vice president of global partnerships.
We sat down with Sheller to discuss her new position, sales trends in cruising and how she plans to navigate the cruise market.
How does it feel to be appointed to your new role?
It's an exciting time for me and the entire team. I’m honored to be appointed, and I'm eager to contribute to Virtuoso's ongoing success within the luxury cruise industry. As I settle into my new role, I am looking forward to working closely with the team, our members and our partners to drive forward our vision for the future.
What is your strategy to move Virtuoso’s efforts and the cruise industry as a whole forward?
My strategy will focus on enhancing Virtuoso’s already strong position in the global cruise market by leveraging current trends and driving innovation. I believe the combination of my experience and the team’s expertise will lead to significant advancements, including new partnerships, revenue growth and enhancing the network’s cruise offerings.
I believe that collaboration will be the key to our success, and our focus on personalized experiences and exceptional service will continue to set us apart in the industry. I am committed to ensuring that Virtuoso maintains its position at the forefront of industry trends and as a leader in the global luxury travel market.
What sales trends are you currently seeing in the cruise market, luxury or otherwise?
Virtuoso’s global network sales were up 14% in the first quarter of 2025 compared to the same period in 2024. Cruise sales specifically in Q1 were up 12%, and it's fascinating to see the varying year-over-year growth across the different segments. Yacht increased nearly 40%, river was up 24%, and expedition saw an 18% increase.
According to the 2025 Virtuoso Luxe Report, a survey of more than 2,200 of our travel advisors, cruising is a top trend amongst solo travelers, with expedition, ocean and river cruises all ranking among the top travel experiences.
How can agents best leverage these trends?
Virtuoso advisors can capitalize on these trends by offering clients tailored, one-of-a-kind experiences that highlight the unique benefits of each preferred partner and cruise type, using their expertise to match each client with the right cruise line and ship.
