Panache Cruises makes two senior appointments

Panache Cruises has made two senior appointments as part of its growth strategy to hit $100 million turnover by 2027-28.

Alex Langton will become head of sales and operations, and Rhianna Latham will be the company’s first head of people and culture.

Langton has previously worked at ITC Travel and Audley Travel, and Latham most recently worked as a HR business partner at Leep Utilities.

Founder James Cole described the appointments as “a significant step” for the business, which was set up in 2020 and now employs 58 people in the UK and eight in the US.

He added: “Alex comes from the travel industry while Rhianna is from the utilities sector. Neither have a cruise background, which gives us a different perspective.

“They’ve gelled in really well with the management team and I’m very excited about the future.”

Cole said the appointment of Latham to a head of people and culture was to make “an early investment” in the team.

He added that Panache Cruises had also recruited a number of new apprentices and crise connoisseurs as it aims to become the world’s largest seller of luxury and ultra luxury cruises by 2030.

The Chorley-based business reported its turnover last financial year increased 68% to £22.2 million and booked 2,623 cruises and opened a US office in Orlando in June 2024.