Costa Cruises is taking a further step in the development of its commercial strategy, focusing on an organisational structure that brings together more closely the various activities involved in shaping and enhancing its offering. Effective from 1 November 2026, the reorganisation expands the responsibilities of Francesco Muglia, Senior Vice President & Chief Commercial Officer, who will oversee an even broader range of strategic functions.
In addition to the existing areas of Global Marketing, Direct Sales and Commercial Business Units, the structure will now also include Pricing & Revenue Management, Itinerary & Transportation and On-board Revenues. The aim is to move away from managing the different commercial levers separately, adopting a more integrated view of the product and the guest journey, from the booking stage through to the experiences enjoyed on board.
Under the new organisational structure, Daniel Caprile, Vice President Pricing & Revenue Management, Itinerary & Transportation, will report directly to Francesco Muglia and will also take responsibility for the On-board Revenues division. His remit will therefore bring together expertise in pricing, revenue optimisation, itinerary planning and transportation, while also extending to opportunities for generating revenue on board.
Caprile will continue to contribute his experience in pricing and revenue management, together with his knowledge of the operational dynamics involved in itineraries and transportation. Within the new structure, his role will be to help coordinate the various revenue streams, both before departure and throughout the cruise.
The reorganisation is primarily intended to strengthen collaboration between the areas responsible for shaping the Costa offering. Itineraries, pricing strategies, marketing, sales channels and the development of guest experiences will therefore be aligned under a common direction, with the aim of responding more quickly to market dynamics and enhancing every stage of the customer journey.
This approach is part of the ongoing development of the Sea & Land Wonder Platform, the model through which Costa Cruises brings together destinations, itineraries, shore-based activities and onboard offerings within a single holiday concept. The experience is therefore no longer viewed as a series of separate moments, but as a comprehensive journey that begins before embarkation and continues throughout the cruise.
As Francesco Muglia emphasised, the Costa experience begins well before departure, with decisions concerning itineraries, pricing and the composition of the offering. According to the Chief Commercial Officer, greater integration across these areas represents an opportunity to accelerate product development and provide guests with increasingly distinctive and personalised experiences.
The new organisational structure therefore marks another step in Costa Cruises' ongoing evolution, with the aim of bringing commercial strategies and holiday planning into ever closer alignment.
Angela Messineo