Holland America President to Leave the Company

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Holland America's ship Koningsdam - Photo by Holland America Line

Holland America Line’s president Orlando Ashford has announced that he will be leaving the company at the end of May.

Ashford has been with Holland America for over five years, since late 2014, and led several initiatives throughout his time at the brand that rejuvenated a number of areas including onboard entertainment, live music, and culinary offerings. He oversaw the line’s sales and marketing, revenue management, deployment and itinerary planning, public relations, and hotel operations and strategy. Most recently, Ashford has guided the line through the unprecedented pause in global cruise operations. 

"Orlando has made a substantial contribution to Holland America Line during his tenure, bringing a renewed energy to the premium cruise line that was recognized with many awards and accolades," said Stein Kruse, Group CEO of Holland America Group and Carnival UK. "His unique background as an innovator and global leader in human resources was highly respected in our organization and his dynamism will be greatly missed."

orlando ashford president holland america line
Orlando Ashford - Photo by Holland America Line

"It has been an honor and a privilege to lead the evolution of the Holland America Line brand for more than five years," said Ashford. "I can't say enough about the talent and teamwork both shoreside and on board the ships that has driven our many successes over the years. Today, a global pandemic has impacted our industry in ways that are completely unprecedented. However, I believe it is human nature to travel and explore new places and cultures and meet new people. I have no doubt that Holland America Line will thrive again soon, and its guests will be ready when cruise operations resume. I look forward to being one of the first to sail."

Prior to joining Holland America Line, Ashford was president of the Talent Business Segment for Mercer, a global consulting leader in talent, health, retirement, and investments. Prior, he served as senior vice president, chief human resources and communications offers of Mercer’s parent company, Marsh & McLennan Companies. He’s also held several other leadership roles in his career with organizations including Coca-Cola, Motorola, Ameritech, and Andersen Consulting. Currently, Ashford serves on the board of directors of ITT, Inc., Hershey Entertainment & Resorts Company, Positive Coaching Alliance, Virginia Mason Medical Center, and Year Up. 

Holland America has not yet named a successor for Ashford’s role as president of the company.

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