Orland Ashford, the man credited with rejuvenating the brand during his five years a president, has announced he will be leaving at the end of May.
Ashford, who heads the premium cruise line within the Carnival Corporation family of brands, has been at the company for nearly five and half years and led a rejuvenation of the brand through an emphasis on enhanced onboard entertainment, live music and culinary experiences.
Since taking on the role in November 2014, Ashford has overseen Holland America’s sales and marketing, revenue management, deployment and itinerary planning, public relations, hotel operations and strategy.
And, more recently, he has been guiding uided the company through an unprecedented pause in global cruise operations that have been extended through the line’s planned 2020 Alaska, Europe and Canada/New England sailing seasons.
“It has been an honour 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.”
Holland America’s fleet of 14 premium vessels which carry more than 900,000 guests annually to all seven continents.
Stein Kruse, Group CEO of Holland America Group and Carnival UK, said: “Orlando’s unique background as an innovator and global leader in human resources was highly respected in our organisation and his dynamism will be greatly missed.”
Prior to joining Holland America Line, Ashford was president of the Talent Business Segment for Mercer, the global consulting leader in talent, health, retirement and investments.
Ashford serves on the board of directors of ITT, Inc., Hershey Entertainment & Resorts Company, Positive Coaching Alliance, Virginia Mason Medical Center and Year Up, a year-long intensive training program for underserved young adults.