HAL Debuts New Trade Promise, Pledges Greater Trade Support

Bruce Parkinson, Open Jaw

HAL VP Sales Eva Jenner

Holland America Line’s sales team has launched a new trade promise – ‘Committed to Your Success -- that pledges the cruise line’s commitment to providing the “most comprehensive support” to its travel partners.

 “We’ve seen a lot of exciting changes to our brand in recent years; and as we evolve as a company our commitment to our travel partners remains the same, yet our level of support is growing immensely,” said vice president of sales Eva Jenner.

 “We launched our new trade promise, Committed to Your Success, to officially put it in writing and make sure our partners know we’ll do everything possible to help them succeed. Our sales leadership team and all of the talented members of our department are dedicated to building on this promise.” 

Five dedicated teams were created in the sales department to better support the unique business model of the cruise industry that requires customization and personalization, HAL says.

The teams are: Strategic Accounts; Field Sales; National Account Sales; Trade Communications and Engagement; and Sales Planning and Development (Sales Intelligence, Sales Administration, Charter and Incentive Sales, Series and Wholesaler Sales and International Sales).

The teams will be headed by a member of the new sales leadership team, which includes Michele Sutter, director, Strategic Account Sales; Christine Stevens, senior director of Field Sales; Charles Dunwoody, senior director, National Account Sales, North America; Rob Coleman, senior director of Sales Planning and Development; and Denella Ri’chard, senior director, Trade Communications and Engagement. 

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

Sales territories across North America were reconfigured to maximize performance, and BDMs 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: Tami Normann, Canada; Jackie Day, western; Cathy Larson, central; and Lucy Owen, eastern.

In addition to the sales restructuring, Holland America Line says it is dedicating more resources to help travel professionals deepen their knowledge of the cruise line’s 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 HAL’s latest news and initiatives to its partners in-person and through webinars.

GoHAL.com, Holland America Line’s portal for travel professionals, is a one-stop shop with marketing tools and access to information that guides agents.  

Travel professionals can connect with their BDM and the sales team through that portal or by emailing sales@hollandamerica.com. The sales team is also active on social media at facebook.com/HALpartnerSHIPStwitter.com/HALpartnerSHIPS and linkedin.com/in/holland-america-line.

Bruce Parkinson

Bruce Parkinson Editor-in-Chief

An observer and analyst of the Canadian and international travel industries for over 25 years, Bruce uses the pre-dawn hours to prepare a daily news and information package to keep industry members up to date.




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