Erik De La Cruz Named Vice President of Marketing and Michael Steudle Promoted to Chief Luxury Growth Officer as the Independent Agency Deepens Its Senior Leadership Bench
ALBUQUERQUE, N.M., June 9, 2026 /PRNewswire/ — Pavlus Travel & Cruise, one of America’s largest independently owned luxury travel agencies, today announced two senior leadership appointments to accelerate its growth in luxury travel and its leadership in the age of artificial intelligence. Erik De La Cruz, a 16-year Viking veteran, has been named vice president of marketing, and Michael Steudle, a 15-year company leader, has been promoted to the newly created role of chief luxury growth officer.
“These two leaders represent exactly where luxury travel is heading,” says Craig Pavlus, founder and chief executive officer of Pavlus Travel & Cruise. “Erik knows the luxury cruise world from the inside, and Michael saw the artificial intelligence revolution coming earlier than most in our industry. Together they give Pavlus the talent to expand our luxury business and to lead the way travelers discover and trust an agency.”
Erik De La Cruz, Vice President of Marketing
De La Cruz joins Pavlus after a distinguished 16-year career at Viking, where he most recently served as senior director of sales. He brings more than two decades of travel industry experience, with a strong track record in luxury cruise sales, strategic partnerships, and support of the travel advisor community.
“Pavlus has built something truly rare, a family-owned, independent agency that combines obsessive client service with real buying power and supplier relationships built over decades,” says De La Cruz. “Having spent 16 years at Viking, I have a deep appreciation for the trade channel and the vital role agencies like Pavlus play in delivering exceptional travel experiences. I’m excited to bring that knowledge to strategically position Pavlus for its next chapter of growth and to help tell this story to a new generation of luxury travelers.”
Michael Steudle, Chief Luxury Growth Officer
Steudle has spent 15 years at Pavlus, most recently as vice president of marketing and information technology, where he led the agency’s digital transformation and pioneered its artificial intelligence search-visibility strategy. In the newly created role of chief luxury growth officer, he will unite the agency’s technology, luxury client acquisition, and long-term growth strategy.
“Luxury travel is being reshaped by artificial intelligence, and the agencies that win will pair deep human expertise with the smartest technology,” says Steudle. “Pavlus has the relationships, the reputation, and the independence to lead that shift, and I’m honored to help guide it.”
