About Us

Executive Team

Stein Kruse

Group Chief Executive Officer, Holland America Group & Carnival UK

Stein Kruse is group Chief Executive Officer of Holland America Group and Carnival UK, divisions of Carnival Corporation & plc. Holland America Group includes Princess Cruises, Holland America Line and Seabourn, as well as Holland America-Princess Alaska land operations. Kruse also is chairman of the board of MANCO, a U.K.-based entity that oversees the operations of Carnival Australia, including P&O Cruises Australia. Carnival UK encompasses the UK-based brands of Cunard Line and P&O Cruises.

Princess Cruises is the third-largest cruise line in the world, carrying approximately 1.4 million guests each year to top destinations around the globe on 17 vessels. A new 3,560 passenger Royal-class ship, Sky Princess, is scheduled to deliver in spring 2019. A fifth Royal-class ship is also currently under construction and will debut in 2020.

Holland America Line operates a fleet of 14 premium vessels carrying approximately 800,000 guests on more than 500 cruises annually to all seven continents. Two new 2,666-passenger Pinnacle-class ships are on order; ms Nieuw Statendam will deliver November 2018 and another will deliver in fall,2021.

Holland America-Princess Land Operations & Customer Service operates hotels, rail services, motor coach transportation, shore services and tour operations in Alaska and the Yukon for guests on Holland America Line and Princess Cruises land tours.

Seabourn’s four intimate, all-suite luxury vessels carry between 458 and 600 guests and sails to more than 300 destinations worldwide. A new 600-guest ship, Seabourn Ovation, is under construction and will deliver at the end of April 2018.

P&O Cruises Australia has five ships sailing from Sydney and Brisbane, Australia, and Auckland, New Zealand, to destinations across the Australasia region.

Cunard Line was founded in 1840 and is globally renowned as operating the most famous ocean liners in the world. Recipient of the coveted Travel + Leisure 2016 World's Best Award, the line operates three premium/luxury ships to destinations in Northern Europe, the Mediterranean Sea, New England and Canada, as well as iconic transatlantic voyages on Queen Mary 2.

P&O Cruises (UK), which began operations back in 1837, is the leading and most recognized cruise brand in the UK. P&O Cruises (UK) operates a fleet of eight premium ships and has one 5,190-passenger capacity newbuild scheduled to be delivered in 2020. P&O Cruises (UK)’s ships visit more than 200 destinations worldwide.

Kruse joined Holland America Line in Seattle, Wash., in 1999 as senior vice president, Fleet Operations, with overall responsibility for operations and newbuilds. In 2003 he was named president and chief operating officer and became chief executive officer on Dec. 1, 2004. In January 2011 he was appointed chairman of Seabourn when the company’s corporate headquarters transitioned from Miami, Fla., to Seattle. He was appointed CEO of the newly formed Holland America Group on Dec. 1, 2013, and became Group CEO for Holland America Group and Carnival UK on March 27, 2017.

Before joining Holland America Line, Kruse was senior vice president and chief financial officer of North American Operations for global Japanese shipping company "K" Line, where he also oversaw financial activities of seven U.S. subsidiaries and served on the Board of Directors. Prior to that, he was executive vice president and chief operating officer for Radisson Seven Seas Cruises, and president and CEO of Seven Seas Cruise Line.

Kruse currently serves on the boards of the U.S. Coast Guard Foundation; World Trade Center Seattle; Saltchuk Resources, Inc.; and the University of Washington Foster School of Business Dean’s Advisory Board.

A native of Oslo, Norway, he holds a Bachelor of Science degree from Purdue University and is a graduate of Harvard Business School's Advanced Management Program. Kruse, his wife and two children reside in Bellevue, Wash.

Orlando Ashford

President, Holland America Line

Orlando Ashford serves as president of Holland America Line, leading the award-winning cruise line's brand and business, including its fleet of 15 premium vessels carrying approximately 850,000 guests annually to all seven continents. Ashford will oversee Holland America Line’s sales and marketing, revenue management, deployment and itinerary planning, public relations, hotel operations and strategy.

Prior to joining Holland America Line, Ashford was president of the Talent Business Segment for Mercer, the global consulting leader in talent, health, retirement and investments. Previous to Mercer he served as senior vice president, chief human resources and communications officer of Mercer's parent company, Marsh & McLennan Companies. Ashford also has held several other leadership roles during the course of his career, including group director of human resources for 90 countries in Eurasia and Africa for the Coca-Cola Company and vice president Corporate Center human resources and cultural transformation. Previously he was vice president of global human resources strategy and organizational development for Motorola Inc., where he helped modernize the human resources function for the global tech leader.

Ashford’s recently published book, “Talentism,” addresses the global disconnect between available jobs – more than one-third of employers worldwide cannot fill all available jobs – and the estimated 202 million eligible workers who are unemployed. Ashford examines how technology and human networks can help bridge the skills gap, improve business performance, and lead to the betterment of society at large.

Ashford is on the Board of Directors for global manufacturing company ITT Corp. He was named to the “Directorship 100” of the National Association of Corporate Directors in 2013 and 2014, and is a Purdue University School of Technology Distinguished Alumnus. An active community supporter, he is on the board of directors of the Executive Leadership Council, the preeminent membership organization for the development of global black leaders; and for Streetwise Partners, which brings together low-income individuals and volunteer business professionals to develop workplace skills and employment networks. Ashford holds a Bachelor of Science degree and Master of Science degree in Organizational Leadership and Industrial Technology from Purdue University.