His appointment will become effective upon the completed takeover of the cruise line from Royal Caribbean Group by private equity investors Sycamore Partners, which is expected to occur in the first quarter of the year. 

It follows news earlier this week of Azamara’s plans to add a fourth ship to its fleet after the purchase of Pacific Princess from Carnival Corporation.

Ashford led Holland America for more than five years and has also held senior roles with organisations including Coca-Cola and Motorola. 

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

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

Azamara president Carol Cabezas added: “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 said: “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 Azamara’s executive chairman.”