Farndell, currently senior sales manager at Princess, will join Holland America on 19 September and report to the line’s vice-president of international sales Nico Bleichrodt.

Business development manager Lucy Davies and senior business development representative Emma Paolino will remain with Holland America and report into Farndell, while the line’s UK and Ireland manager for product, pricing and demand, Aaron Myers, also stays with the brand.

Farndell’s appointment comes as Holland America and Seabourn’s current UK and Ireland sales chief, Wendy Lahmich, moves to a dedicated Seabourn role as UK and Europe director of sales.

Lahmich will report into Lynn Narraway, Seabourn’s recently promoted managing director UK and Europe, and lead business development manager Scannella and business development representative Charlotte Pinkus.

Carly Perkins will be become senior marketing manager UK and Europe for Seabourn and Adam Scholey as the line’s trade sales specialist.  

There will also be a Seabourn Europe team, based at the company’s Rotterdam office reporting into Narraway, with both Holland America Line and Seabourn currently recruiting for new roles within each brand’s UK teams.

Bleichrodt said: “We are thrilled to welcome Karen to head the Holland America Line UK sales and marketing team. Karen will bring her wealth of experience in sales and marketing from her time with our sister company, Princess Cruises, and our objective is that having a separate and dedicated team for Holland America Line in the UK will provide a greater focus and success for the brand.”

Narraway said: “For now it is business as usual for both brands as we finalise this new structure, which is likely to start taking effect in the autumn. We want to make sure that the transition into having separate teams for Seabourn and Holland America Line in the UK is as smooth as possible ensuring that our agent partners receive the same excellent service from both incredible brands.”