Holland America Line (HAL) and Seabourn Cruises will combine their sales forces, which will be led by HAL's Rob Coleman.
In his new role, Coleman will serve as HAL's senior vice president of North America and Australia sales. He has worked with the cruise line for a quarter century and was promoted last year to vice president of HAL's North America sales.
Coleman will continue to report to Beth Bodensteiner, chief commercial officer for HAL.
Rob Coleman (left) will lead the combined sales force, while Steve Smotrys will leave the company.
Combining operations allows the teams to leverage resources and analytics for both brands, said Natalya Leahy, president of Seabourn. Carnival Corp. owns Holland America Line and Seabourn.
Under the new arrangement, HAL's director of national accounts, Tara Schreiner, will serve as vice president of national and strategic partnerships for both brands.
Leaving the company in September will be Steve Smotrys, Seabourn's vice president of sales and trade relations.
The move comes less than a year after two other Carnival Corp. brands, Princess Cruises and Cunard Line, divorced from a similar arrangement. The two brands spent 18 years sharing sales forces. Executives said the split reflected Cunard's aim to double its North American business in coming years.