Former Holland America President Orlando Ashford Named Executive Chairman at Azamara

Azamara continues to make headlines.

After announcing it was being sold by the Royal Caribbean Group to private equity firm Sycamore Partners on Jan. 19 for $200 million, and then announcing plans to add a fourth ship to its fleet earlier this week, Azamara today announced that it was appointing a big-name as its new executive chairman.

Former Holland America Line president Orlando Ashford, who led the cruise line for five-and-a-half years before departing at the end of May 2020, has been appointed the new executive chairman of Azamara, Sycamore Partners announced today.

“We are pleased for Orlando to take on this role as Azamara embarks on its next chapter supported by Sycamore Partners,” the firm’s managing director Stefan Kaluzny said in a statement announcing the news. “Orlando brings significant leadership experience as well as specific expertise in the cruise and travel industry, making him well-suited to serve as Azamara’s Executive Chairman.”

“I am thrilled to be appointed to the role of Executive Chairman at this exciting time for Azamara, having long admired the business and the brand,” Ashford added. “I believe Azamara is uniquely positioned in the industry, and I look forward to executing on our shared vision for growth.”

Azamara, even prior to the sale from Royal, had long emphasized its destination focus, along with its upmarket offerings, as its major selling point and its differentiation in the market. In 2018, Azamara took a big step emphasizing that focus when it announced it would be rebranded with a new name (removing the “Club Cruises” moniker), logo, and new destination offerings, including a catalogue of 1,700 different land programs.