In a major shakeup, Carnival Corporation brands Holland America Line (HAL) and Seabourn have recently combined their sales teams to enhance travel advisor support.
The new structure results in the promotion of Tara Schreiner to vice president of national and strategic partnerships for HAL and Seabourn, and the departure of Steve Smotrys as Seabourn’s vice president of sales and trade relations.
Rob Coleman has been promoted from HAL’s vice president of North America sales to senior vice president of North America and Australia sales for both brands, reporting to Beth Bodensteiner, chief commercial officer for HAL.
“Over the past 25 years, Rob has been an invaluable asset to HAL’s sales team,” said Gus Antorcha, president of HAL. “With his expertise, he is poised to lead HAL and Seabourn in an exciting opportunity to further build and expand trade alliances.”
Natalya Leahy, president of Seabourn, concurs.
“Combining the two sales teams enables us to leverage and integrate industry-leading reporting, analytics and commercial trade programs for both brands,” Leahy said.
In order to better understand the updated sales strategy and how it will affect both HAL and Seabourn, we spoke with Coleman directly to get the scoop.
What prompted the company to combine the HAL and Seabourn sales teams?
Fully combining the two sales teams allows us to leverage and integrate industry-leading reporting, analytics and commercial trade programs. Our field sales team was already experienced representing both HAL and Seabourn, and the combination is making us even stronger.
Fully combining the two sales teams allows us to leverage and integrate industry-leading reporting, analytics and commercial trade programs.
It will provide consistency, focus and enhanced support for travel advisors. We will also add a new layer of secondary sales support for every travel agency in the U.S. and Canada. And for our national consortia and core strategic partners, we will continue to offer brand-specific sales representation to drive the unique commercial needs of HAL and Seabourn.
How will this affect agents who are loyal to the brands?
This is not a new structure, and there is no component where the commercial programs or products are being combined. This is a move to have the strongest sales presence for both brands going forward.
Since 2011, we have had a team of field-based, professional business development managers representing both HAL and Seabourn successfully. In fact, 2024 has been a record achievement year for that team for both brands.
There is no reason for advisors to question their loyalty to either of our iconic brands. We will tailor our work with travel partners to align with the products they sell.
Will there be any cross-brand sales incentives for agents?
We have no intention of integrating our commercial or sales programs. Both brands will continue to be independent. We recognize and will always distinguish the unique profiles of each brand.
What about any reciprocity of the lines' guest loyalty programs for clients?
Our updated sales structure is solely about how we interact with and support travel partners and the trade in general. There is no impact on other aspects of either brand.
Why should agents new to either brand now consider selling them?
Our embrace of the travel advisor community has never been stronger. This is why we have established an updated structure that is clear and effective. A new advisor should reach out to the business development manager in their region to get started with selling HAL and Seabourn.
Is there anything else worth sharing with the agent community at this time?
We continue to be the leader in Alaska cruises and cruise-tours, and we are No. 1 in Alaska wildlife and wilderness tours. If we aren’t your go-to cruise line for Alaska, we would love to speak with you.
Travel advisors can now connect with their BDM and the sales team via onesourcecruises.com or by email at sales@hollandamerica.com.
