Orlando Ashford, who spent more than five years as president of Holland America Line, will join Azamara as executive chairman.

The appointment will become effective upon the completion of Sycamore Partners’ acquisition of Azamara, which is expected to occur in the first quarter of 2021.

The private equity firm has agreed a deal to buy the brand from the Royal Caribbean Group.

Ashford’s forthcoming arrival follows the line’s purchase of Pacific Princess from Princess Cruises, taking it to four ships in the fleet. The ship will undergo an extensive refurbishment before joining Azamara Journey, Azamara Quest and Azamara Pursuit. It is scheduled to sail its inaugural season Europe in 2022.

Ashford said: “I am thrilled to be appointed to the role of executive chairman at this exciting time, having long admired the business and the brand.

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

The line’s president Carol Cabezas said: “I look forward to working with Orlando, who has equal passion for the cruise industry and the very special product Azamara offers.

“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.”

Sycamore Partners managing director Stefan Kaluzny added: “We are pleased for Orlando to take on this role as Azamara embarks on its next chapter supported by Sycamore Partners.

“Orlando brings significant leadership experience as well as specific expertise in the cruise and travel industry, making him well-suited to serve as executive chairman.”

Prior to his time at Holland America Line, Ashford was president of the talent business segment for Mercer and also held several leadership roles at organisations such as Coca-Cola, Motorola, and Ameritech.