PARIS — LVMH Moët Hennessy Louis Vuitton has hired travel industry veteran Lisa Bauer to head its cruise ship retail activity, Starboard Cruise Services, as the luxury group seeks to reinforce its position in the lucrative tourism business.

“Her international experience will greatly benefit Starboard’s future potential,” Antonio Belloni, LVMH group managing director, said in a statement.

Bauer, a former Delta executive who was charged with improving the experience of passengers on the airline, also held the role of chief operating officer for the cruise ship company International Cruise & Excursions. At Royal Caribbean International, she was involved with the company’s expansion in Asia.

Miami-based Starboard Cruise Services operates stores on around 100 cruise ships from companies including Royal Caribbean International, Celebrity Cruises, Carnival Cruise Line, Costa Cruises and Norwegian Cruise Line. Stand-alone stores operated by the company include boutiques for LVMH brands such as Bulgari and Hublot.

Bauer will also manage sister company Onboard Media, which handles content on screens in guests rooms as well as onboard magazines.