Century Cruises has appointed Alejandro Polanco as its new vice president of marketing and digital products, the company announced in a press release.

Effective Feb. 1, 2025, Polanco will be responsible for growing Century Cruises’ brand recognition in North America through strategic marketing efforts across all media channels.

According to the company, the appointment comes as Century, which offers cruises on China’s Yangtze River, expands its presence in the North American market.

Polanco has over ten years of experience in the travel industry, Century said, and is credited with building a new digital brochure distribution and mobile apps for Celebrity Cruises.

The new VP also streamlined the online booking experience at Carnival Cruise Line and built a new end-to-end digital experience at Crystal Cruises, including an award-winning website, online booking and mobile app.

“I am thrilled about the opportunity to grow this incredible brand in the North American market and feel very fortunate to work with this amazing team,” Polanco said.

“I’m eager to continue strengthening existing relationships and establishing key partnerships to support the execution of Century Cruises’ strategic vision,” he added.

“I have followed Alex’s career for a long time. Alex is an award-winning marketing platform creator who really understands how to create brand awareness and connect with travel partners and event planners. We are excited to have Alex on the team,” SVP of Sales and Marketing David Fredericks said.

Working to attract more North American guests to its river cruises in China, Century opened an office in Los Angeles in 2019.

The company also built four 550-guest ships since 2020, including the Century Voyage, which entered service in September 2024.

According to Century, the 150-meter vessel was designed to combine Western comfort with Chinese hospitality and offers a spacious layout, as well as sustainable technologies.