Seatrade Cruise News is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

HAL presents new trade promise, revamps sales department

(Photos: Holland America Line)
From top left, clockwise, Eva Jenner, Michelle Sutter, Christine Stevens, Rob Coleman, Denella Ri’chard, Charlie Dunwoody
Holland America Line’s new trade promise, 'Committed to Your Success,' pledges comprehensive support to travel partners and an exceptional cruise for clients. The sales department will work to uphold the promise under the guidance of the team led by VP Eva Jenner.

The promise states: 'We’re dedicated to being your reliable, responsive and easy-to-work with partner. When your clients experience Holland America Line’s classic style and enriching journeys, we create mutual customers for life.'

'Our sales leadership team and all of the talented members of our department are dedicated to building on this promise,' Jenner said.

Dedicated teams in the sales department were created. They include strategic accounts, headed by Michele Sutter, director, strategic account sales; and field sales, under Christine Stevens, senior director of field sales. National account sales are led by Charlie Dunwoody, senior director, national account sales, North America, while trade communications and engagement are overseen by Denella Ri’chard, senior director, trade communications and engagement. Sales planning and development (sales intelligence, sales administration, charter and incentive sales, series and wholesaler sales and international sales) are under Rob Coleman, senior director of sales planning and development.

In addition to the newly created channel sales area, a new strategic accounts team was formed that reports to Sutter. Nate Burdulis and Tara Schreiner are senior managers, strategic sccounts, and Amy Barnett is senior sales representative, strategic accounts.

Sales territories across North America were reconfigured to maximize performance, and business development managers will focus on accounts in their new region. To provide guidance and additional supervision, four senior managers of field sales were appointed to oversee the BDMs in their territory: Jackie Day, western; Cathy Larson, central; Lucy Owen, eastern, and Tami Normann, Canada.

In addition to the restructuring of the department, HAL is dedicating more resources to help travel professionals deepen their knowledge of products and itineraries. New Holland America Line Academy courses and Specialist Training courses are designed to establish agents as experts in the brand, while the North America PartnerSHIPS Sales Seminar Series brings the line's latest news and initiatives to its partners in-person and through webinars. provides agents with marketing tools and information.

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.