Our Story
Who Is Starboard?
We’re the people that create memorable vacation retail experiences. As the world’s leading vacation retailer, we enhance the shopping experience at sea and now on land at premier vacation resorts. Our offerings range from iconic global brands to customized mementos across a wide range of products. We curate destination-inspired artisanal goods, sustainably sourced products, and industry-leading digital experiences that elevate every moment, whether you’re cruising the open seas or relaxing at a vacation resort. Our mission is to create retail experiences that become cherished memories, relived long after the vacation ends.
Our story begins over 65 years ago, when commercial pilot A.E. Merhige discovered duty-free shopping on his European travels. He envisioned introducing this retail concept in the United States. His dream became reality in 1958, when Starboard entered the industry with the first travel duty-free shopping experience at Miami International Airport.
In 2000, LVMH Moët Hennessy ∙ Louis Vuitton (LVMH) added us to their family.
In 2023, Starboard became part of Global Travel Retail Holdings, a Joint Venture with LVMH and four new investors. We’re strengthened by our sister company, Onboard Media to deliver innovative multimedia strategies, as well as print, video and digital content that redefine vacation retail experiences in the travel and hospitality sectors.
In 2024, Starboard looks to the future evolving into Starboard with three bespoke business units: Starboard Cruise, Starboard Luxury, and Starboard Resort. Offering dedicated focus to our partners and guests, each division caters to unique vacation moments, whether at sea or on land. It’s a dynamic new chapter in our story, driven by passion, innovation, and a commitment to creating unforgettable experiences for our guests!
People Make the Difference
What Matters to Us
Our purpose is to Curate a Vibrant World.
How We Bring It to Life
Curating a vibrant world begins with our people. Together, we transform everyday moments into meaningful experiences through thoughtful curation, genuine hospitality, and an unwavering commitment to excellence.
We lead with curiosity—continually exploring new ideas, discovering emerging brands, and creating experiences that surprise and inspire. We hold ourselves accountable for delivering on every promise, approaching every detail with intention, ownership, and care. We get it done with grit, determination, and a shared belief that great experiences are built through collaboration and follow-through.
We never stop looking for ways to level up—raising the bar for ourselves, our partners, and the experiences we create for every guest. By working together, embracing new possibilities, and pursuing excellence with purpose, we create moments that are memorable, meaningful, and distinctly Starboard.
This is how we curate a vibrant world.
We Work with the Best
Our cruise line partners represent every type of cruise vacation experiences – from the Caribbean to the farthest reaches on the planet. From families looking for adventure and fun to ultra-luxury – and everything in between.
We are the only cruise retailer that offers dedicated account teams who build unparalleled, data-driven, customized retail offerings for each of our world-class cruise line partners. Inspired by each cruise line’s brand DNA, personality and guest demographic, our products, experiences, and personalized service truly become a memorable part of the guest’s vacation experience.
RESORT
Our Work Shines
For more than 65 years, Starboard has been consistently recognized for excellence by the travel retail industry with numerous awards, including DFNI-Frontier Americas Travel Retailer of the Year; Asia/Pacific Cruise Retailer of the Year; Global Cruise Retailer of the Year; and Exceptional Achievement by a Cruise Retailer.
Together we are committed to our people and the planet. We are agile, balancing vision and execution, striving to always add value for others, and to leave the people and places we experience better than we found them.
People Make the Difference
At Starboard and Onboard Media, our family includes more than 60 nationalities on land and at sea.
Our award-winning work and innovative projects can only be achieved by vibrant, diverse and inclusive teams.
We pride ourselves on fostering an environment where our people can bring their authentic selves to work and feel a strong sense of belonging.
