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Holland America adds new BDM, Affinity & Diversity Group Sales
Lisa Blake

Holland America adds new BDM, Affinity & Diversity Group Sales

Friday, March 15, 2019

SEATTLE — Holland America Line has added the position of Business Development Manager, Affinity & Diversity Group Sales to its growing sales force.

Lisa Blake, a hospitality and travel industry professional with more than 20 years in the business, was appointed to this new role.

In this capacity, Blake will aim to expand group sales and work with travel advisors looking to grow their business in the affinity and diversity market, including, but not limited to, women, a variety of ethnicities, people with disabilities and the LGBTQ community.

Blake will report to Denella Ri’chard, Holland America Line’s senior director of trade communications and engagement.

“There is an untapped market for affinity and diversity groups in the cruise industry; and as we grow our sales team, we’re excited to add a professional like Lisa who brings a wealth of knowledge and experience that will be beneficial in building up this area of our business,” said Eva Jenner, VP Sales for Holland America Line. “Holland America Line’s perfectly sized ships are ideal for both business-oriented and vacation groups, and Lisa is going to provide invaluable support to the affinity group community.”  

Travel advisors can connect with their BDMs and the sales team through or by emailing

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