HAL president Orlando Ashford to leave line this month
James ChappleHolland America Line president Orlando Ashford is set to leave the business at the end of May after nearly five and a half years.
Ashford has served as president since November 2014 and has been credited by parent Carnival Corporation with "rejuvenating" the brand.
During his tenure, he oversaw the line’s sales and marketing, revenue management, deployment and itinerary planning, public relations, hotel operations and broader strategy.
Most recently, he has been responsible for guiding the brand through an "unprecedented pause in global cruise operations" owing to the coronavirus crisis.
"Orlando has made a substantial contribution to Holland America Line, bringing a renewed energy to the premium cruise line that was recognised with many awards and accolades," said Stein Kruse, group chief executive of HAL and Carnival UK.
"His unique background as an innovator and global leader in human resources was highly respected in our organisation and his dynamism will be greatly missed."
Before joining HAL, Ashford was president of global consultancy Mercer’s talent business segment, and previously worked for the firm’s parent company, Marsh & McLennan. He has also held leadership roles at Coca-Cola and Motorola.
"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 onboard 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 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."
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