by Susan Young
Last updated: 7:00 AM ET, Sat May 13, 2023

You know someone is passionate about his job when asked about his history with Holland America Line, he pulls out his wallet to produce a photo of himself on a ship at the age of seven. Rob Coleman continued to cruise with his parents and, as the years went on, his love of the industry grew into a 24-year career with HAL. 

Recently promoted to Vice President of North American Sales, Coleman will oversee strategic accounts, national accounts, charter and incentives, and field sales.

Asked if there would be any changes to the strategies or culture of the cruise line, Coleman said that with no new ships on the horizon, since the Rotterdam launched, he is more focused on core issues like listening and talking to Holland America’s trade partners. He said he wants to hear what they have to say about their experience and relationship with HAL.  

Another goal is to make sure travel advisors understand the Holland America Line brand. When asked about travel advisor collaborations, Coleman said, “We have partnerships with all the national consortia and organizations that the vast majority of travel advisors feed into, or work for an agency that is a member.”

“We have a dedicated staff subgroup that is crafting promotion incentives, bonus commission offerings or other incentives to stay focused on Holland America Line. So, we really look at the consortia, on the national account level and drill down to be supportive,” he added.

“That is augmented by our field sales team that walks in the door and is willing to partner locally because we still need to attract consumers to book. And we are still making ourselves available with our travel agency partners to have consumer events, especially at destinations like Alaska.”

In honor of Holland America Line’s 150th Anniversary, Legendary Voyages have been created, offering a longer experience exploring far-away destinations without the worry of international flights. Coleman states, “They are round trip from Seattle, San Diego, Boston, Fort Lauderdale, and some from Vancouver. And, while some cruisers might have to travel domestically, there is the ability to depart and return to the same port.”

“It is a huge itinerary, and they are very popular. We have already sold out a 28-day Alaska Arctic Circle Solstice cruise in June of 2024. Within about four to six weeks, it was virtually settled.”

Among others, Legendary Voyages include a 51-day round trip from San Diego to the South Pacific; a 53-day round trip to Japan from Seattle; and a 27-day Amazon Explorer sailing out of Fort Lauderdale, and back.

Coleman stated, “I think I can be of service to my team, and to our travel partners in a unique way because I have such a long history with the company.” He feels his strengths include figuring out solutions, moving the needle and getting things done.

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