Sycamore Partners has appointed former Holland America Line president Orlando Ashford as Azamara's executive chairman just days after buying the boutique luxury line from Royal Caribbean Group.
The move comes after the New York private equity firm acquired Azamara for $201m in cash, promoted chief operating officer Carol Cabezas to brand president and added Princess Cruises' 670-berth Pacific Princess (built 1999) as the tiny fleet's fourth vessel — all over the course of a week.
Azamara's three other ships include the 694-berth Azamara Journey and Azamara Quest (both built 2000) and Azamara Pursuit (built 2001).
“We are pleased for Orlando to take on this role as Azamara embarks on its next chapter supported by Sycamore Partners,” Sycamore managing director Stefan Kaluzny said in a 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 previously served as president of Carnival Corp's Holland America Line for five years after working as president of Mercers' talent segment. He left Holland America in May 2020.
Before that, he served as chief human resources and communications officer of Mercer's parent company, Marsh & McLennan Companies.
Earlier in his career, he held several leadership roles with organisations such as Coca-Cola, Motorola, Ameritech and Andersen Consulting.
He currently serves on the board of directors at ITT, Perrigo Co, Array Technologies and Hershey Entertainment & Resorts.
“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 said in a statement.
“I believe Azamara is uniquely positioned in the industry, and I look forward to executing on our shared vision for growth.”
Cabezas said she is looking forward to working with Ashford as leaders of the Azamara brand.
“With the recent news of a planned addition to the fleet, Orlando will bring perspective that will support expansion of the brand while maintaining and growing the unique programming and itineraries beloved by guests and travel industry partners," she said in a statement.
