Carnival Corporation has announced the consolidation of the sales teams of Seabourn and Holland America Line in North America and Australia trade regions into a singular entity.The combined sales team will be led by Rob Coleman, who was promoted to Senior Vice President of North America and Australia sales. Coleman, who has been with Holland America Line (HAL) for just shy of 25 years, continues to report to Beth Bodensteiner, Chief Commercial Officer for Holland America Line.

Steve Smotrys, Seabourn’s Vice President, Sales and Trade Relations, will be leave the company in September. Smotrys has been with Carnival Corporation for nearly 25 years, spread across terms at Princess Cruises, Cunard and close to four years with luxury cruise line, Seabourn.

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With the new structure, Tara Schreiner has been promoted to Vice President of national and strategic partnerships for Holland America and Seabourn.

Speaking on the executive shuffle between the brands, Gus Antorcha, President of Holland America Line, said: “Over the past 25 years, Rob has been an invaluable asset to Holland America Line’s sales team. With his expertise he is poised to lead Holland America Line and Seabourn in an exciting opportunity to further build and expand trade alliances.”

Natalya Leahy, President of Seabourn, said: “Combining the two sales teams enables us to leverage and integrate industry-leading reporting, analytics and commercial trade programs for both brands.”

Most recently, Coleman served as Holland America Line’s vice president of North America sales. Prior to that role, he was vice president, charter, incentive and series partnerships. Coleman joined Holland America Line in 1999 as an inside sales representative and has consistently taken on new positions of increasing responsibility within the company throughout his tenure.

“Our field sales team already is experienced in representing both Holland America Line and Seabourn, and combining forces makes us a powerhouse,” Coleman said. “This will be highly beneficial for travel advisors who already work with both brands, providing consistency, focus and enhanced support for their businesses.”

On the imminent departure of Steve Smotrys, Leahy said: “Steve’s leadership has been invaluable in his roles at Cunard, Princess and Seabourn over the years and we wish him the best.”

The consolidation abroad follows recent changes locally which will see Ryan Taibel, current Vice President of Sales and Partnership for Seabourn, Holland America Line and P&O Cruises, exit Carnival Australia in September after 14 years with the business.

Behind the scenes locally, Catherine Rynd, former Marketing Lead at Seabourn, recently took on the Senior Marketing Manager with Holland America Line in this region, until March 2025. In Australia, Seabourn continues to operate a skeleton field staff of Jennifer Compton and Anastasia Kotanidis as Key Accounts Managers.