HAL's new vp food and beverage has high-end experience

The Netherlands native, who will be based in Seattle at HAL headquarters, will report to Michael Smith, svp guest experience and product development. He'll also have reporting responsibilities to Paul Goodwin, evp on-board revenue and port/shore operations, for Holland America Group.

'Frits brings a wealth of high-end food and beverage and cruise experience to our company, and we look forward to tapping into his knowledge and expertise as we continue to evolve our brand and our food and beverage offerings,' Smith said.

Most recently van der Werff was brand performance director at MSC Cruises, where he was the project leader for food and beverage and hotel operations in the North American market. Additional cruise experience includes director, restaurant operations and development at Norwegian Cruise Line.

Van der Werff has extensive experience outside of the cruise industry, too, having served as director of operations for Fisher Island Club on Florida’s most exclusive private island; director of food and beverage for both the St. Regis Resort & Spas in Aspen, Colorado, and Fort Lauderdale; and director of food and beverage for One Bal Harbour Resort and Spa in Miami.