Variety Cruises has named Steven Simao as Vice President of Sales for North America as it continues its expansion.

Simao brings a 30-year cruise industry career to the small-ship operator, ranging from working aboard to leading sales roles shoreside with Holland America and Windstar.

Simao told Cruise Industry News that the travel trade business was crucial for the brand, which he said delivers true authentic small-ship experiences.

“With that comes that the ability to experience destinations in a nice way,” he said. “That’s the niche and that’s the opportunity. You’ve got river brands and small-ship luxury, but there are a not a lot of players in the small-boat destination immersion experience.

“Variety Cruises provides unique, intimate itineraries and is also a company that truly cares about giving back to people and the world we all live in together. It is a growing brand that I can represent with pride,” he added.

Among destination trends, Simao pointed to the line’s Greek Isle program as continuing to be very popular, plus year-round cruising in the Seychelles and Tahiti.

Simao will be based in Allentown, PA, and will be working closely with Variety Cruises’s global team in Athens and New York, strategically aiming to increase brand awareness and ultimately achieve the company’s revenue goals in the NAM market.

“We are confident that his experience, passion and drive will add value to our North American and global teams and that our collaboration will generate outstanding results for us all in growing the North American market, by far representing 50% of our clientele, and in achieving our vision of creating a Better World at Sea,” added Variety Cruises’s Chief Commercial Officer Malvina Vonta.