Orlando Ashford has been appointed as the incoming Executive Chairman of boutique cruise line Azamara. His appointment will become effective upon completion of private equity firm Sycamore Partnersacquisition of Azamara, which is expected to occur in Q1.

“We are pleased for Orlando to take on this role as Azamara embarks on its next chapter supported by Sycamore Partners,” said Stefan Kaluzny, Managing Director, Sycamore Partners, in a press release statement. “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.”

Ashford’s appointment as Executive Chairman of Azamara follows his five-plus year role as President of Holland America Line, where he successfully rejuvenated the brand. Before that, Ashford was President of the Talent Business Segment for Mercer, and previously held leadership roles with organizations such as Coca-Cola, Motorola, Ameritech and Andersen Consulting.

“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,” said Ashford in a press release statement. “I believe Azamara is uniquely positioned in the industry, and I look forward to executing on our shared vision for growth. Together with the Azamara team, we’ll focus on offering Azamara’s loyal customers more of what they have come to know and love.”

Azamara boasts three mid-sized ships sailing to all seven continents of the world, with an additional fourth ship scheduled to join the fleet in 2022. The boutique-style ships allow them to reach marquee ports around the world and dock in smaller, less-visited hidden gems.

For more information visit azamara.com.