Costa Restructures Commercial Leadership to Deliver More Personalized Guest Experiences
by Michael Pihach
Francesco Muglia, senior vice president and chief commercial officer at Costa Cruises. (Miguel Pereira).
Costa Cruises has announced changes to its commercial leadership structure, bringing several business functions under one umbrella as the cruise line looks to deliver more personalized guest experiences, both onboard and ashore.
Effective Nov. 1, 2026, the new structure places pricing, revenue management, itinerary planning and transportation under Francesco Muglia, senior vice president and chief commercial officer, alongside global marketing, direct sales and commercial business units.
According to a press release, the move is designed to strengthen coordination across the company’s commercial operations, accelerate decision-making and allow Costa to respond more quickly to changing market conditions.
Daniel Caprile, vice president of pricing and revenue management, itinerary and transportation, will report directly to Muglia and take on additional responsibility for onboard revenues.
Caprile, who has extensive experience in pricing, revenue management, itinerary planning and transportation, will oversee an integrated approach to managing revenue opportunities before and during each cruise.
The restructuring also brings itinerary development, pricing, marketing, sales and guest experience design under a single leader.
“This allows Costa to respond to market changes with greater agility, make faster decisions and manage the overall value delivered to guests throughout their journey,” the company stated.
The changes are expected to support the continued development of Costa’s Sea & Land Wonder Platform, an initiative that combines destinations, itineraries, shoreside excursions and onboard experiences into a more cohesive vacation offering.
“For us, a cruise begins long before embarkation: with itinerary planning, pricing decisions and the development of the overall offering,” said Muglia in a statement. “An integrated approach to these key levers will allow us to accelerate the evolution of our product and offer our guests increasingly distinctive and personalized experiences.”
