Sabine Muhlberger, Princess Cruise Lines
Sabine Muhlberger
Vice President of Onboard Revenue Experience
Princess Cruise Lines

Sabine Muhlberger is a business innovator and strategist who develops lifestyle experiences, space design and partnerships to strengthen brand positioning, guest experience and financial growth for global cruise line brands — from luxury to contemporary. For more than 15 years, Muhlberger has led development, newbuild and operations for retail, wellness, casino, art, photography, weddings and technology areas for various cruise lines. She has cultivated her passion, particularly for health, wellbeing and retail, to drive her to become one of the foremost experts in the cruise industry known for introducing visionary concepts that drive new conversations and brand awareness.

She is an authority on Certified B Corporations and sustainability. Coupled with forward-thinking expertise, Muhlberger has transformed the way companies approach the onboard revenue areas to create unique experiences that elevates the consumer’s journey and drives spending.

Currently as the Vice President Experience Onboard Revenue at Princess Cruise Line Muhlberger has the oversight for the financial strategies and guest experiences for all onboard businesses.She directly leads retail (Shops of Princess, Effy and Diamonds International), wellness, photography, art and shore excursion and partners with casino and F&B for strategic development. Princess is an international premium cruise line and tour company operating a fleet of 16 ships sailing to 380 destinations with 170 curated itineraries around the globe. At Virgin Voyages Muhlberger was one of the first employees hired to launch the start-up company and develop the onboard experiences for three new builds. She directed the development, design, implementation and launch of the 15 retail shops, 9 wellness areas, casino, and innovative tattoo studio. Muhlberger created a paradigm shift on board by establishing cutting-edge brand partnerships and first-at-sea concepts.

During her time at Celebrity Cruises, Muhlberger paved the way for a revolution in wellbeing at sea by implementing the Canyon Ranch Spa Club at Sea on the fleet’s 10 vessels. She also ushered in a new focus on modern luxury and revamped the company’s retail experience with the creation of the most popular branded shop-in-shop concepts and the introduction of global fashion brands, including Diane Von Furstenberg and Kate Spade.

Always up for a challenge, Muhlberger built her international career as the Head of Onboard Revenue Development and Operations at Costa Cruises Corporate Office in Genoa, Italy. She led the evolution of the onboard revenue areas for two newbuilds and created the new retail experience for the Asia-based fleet, which created significant media buzz and record-breaking retail revenue for the company.

As Director, Onboard Revenue Operations and New Build Development at Seabourn Cruise Line — the epitome of luxury at sea — Muhlberger was responsible for the onboard revenue operations and directed the design and experiences for all onboard revenue areas for the company’s three newbuilds. Muhlberger holds a degree in Fashion and Business Administration and a Certificate in Hospitality Management. She is an Austrian-American citizen and speaks fluent English and German. Muhlberger’s professional passion continues in her personal life where she invests daily in health and wellbeing and discovering the latest in lifestyle.

My Sessions
The Cruise Retail Space – From Concept to Customer Conversion
Panel discussion Grand Ballroom