Holland America president steps down on heels of Seabourn exec retirement

By Patti Pietschmann, Travel Diva

Orflando Ashford leaves Holland America


On the heels of hearing that Richard (Rick) Meadows was retiring from Carnival Corp’s Seabourn, Orlando Ashford announces his departure from Holland America.

The departure of two talented executives most likely was mitigated by the coronavirus’s effect on the industry.  Carnival Corporation has extended its cruise pause through November 2020.

Ashford ends his six year presidency term of the line at the end of May. He led Holland America’s business on 14 ships. He oversaw  sales and marketing, revenue management, deployment and itinerary planning, public relations, hotel operations and strategy.


“Today, a global pandemic has impacted our industry in ways that are completely unprecedented,” added Ashford. “However, I believe it is human nature to travel and explore new places and cultures and meet new people.  “Holland America Line will thrive and  people will come back when cruise operations resume. I look forward to being one of the first to sail.”

A true mover and shaker

“Orlando has made a substantial contribution to Holland America Line.  He infused a renewed energy  says  Stein Kruse, Group CEO of Holland America Group and Carnival UK. He carries a unique background as an innovator and global leader in human resources. A trait that garners respect, awards and accolades. Orlando’s  dynamism will be greatly missed.”

“It has been an honor and a privilege to lead the evolution of the Holland America Line brand for more than five years,” says Ashford.


Prior to joining Holland America LineCruises – Holland America, Ashford was president of the Talent Business Segment for Mercer, the global consulting leader in talent, health, retirement and investments. Previous to Mercer he served as senior vice president, chief human resources and communications officer of Mercer’s parent company, Marsh & McLennan Companies. Ashford also has held several other leadership roles earlier in his career with organizations such as Coca-Cola, Motorola, Ameritech and Andersen Consulting.


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