The recent announcement of the restructuring of sales forces at Holland America Line (HAL) and Seabourn Cruises has brought about a change in leadership roles. Rob Coleman, who has been with HAL for twenty-five years, will now lead the combined sales force as HAL’s senior vice president of North America and Australia sales. This strategic move indicates a shift in focus for both cruise lines, with Coleman being promoted from his previous position as vice president of HAL’s North America sales. Coleman will continue reporting to Beth Bodensteiner, chief commercial officer for HAL.
By combining the sales forces of HAL and Seabourn, the teams will be able to leverage resources and analytics more effectively for both brands, as stated by Natalya Leahy, president of Seabourn. This joint effort is aimed at enhancing the overall sales strategies and performance of both cruise lines. Carnival Corp.’s ownership of Holland America Line and Seabourn further solidifies this partnership and collaborative approach towards sales.
As part of the restructuring, HAL’s director of national accounts, Tara Schreiner, will take on the role of vice president of national and strategic partnerships for both HAL and Seabourn. However, the transition also marks the departure of Steve Smotrys, Seabourn’s vice president of sales and trade relations, who will be leaving the company in September. Smotrys’ departure signals a significant change in the leadership structure of Seabourn and reflects the new direction the company is taking in terms of sales and trade relations.
Interestingly, this restructuring comes shortly after Princess Cruises and Cunard Line, both under Carnival Corp., ended a similar arrangement where they shared sales forces for eighteen years. The decision to separate was driven by Cunard’s goal to double its North American business in the near future. This contrast in strategies highlights the unique objectives and priorities of each cruise line within the larger Carnival Corp. umbrella.
The restructuring of HAL and Seabourn sales forces signifies a strategic shift towards collaboration and efficiency in sales operations. With new leadership roles, combined resources, and a focus on enhancing sales strategies, both cruise lines are poised to navigate the changing landscape of the industry and drive growth in their respective markets.