Holland America Line has appointed Gerald Bernhoft as director, Mariner Society, managing the premium line’s relationship and marketing with its past guests. He will report to Judy Palmer, vice president, marketing communications. Bernhoft will oversee the Mariner Society, supporting the extensive Mariner Society Rewards Program launched last September.

“Gerald’s ability to build and enhance relationships will be an asset to this position and the Mariner Society overall,” said Richard D. Meadows, CTC, executive vice president, marketing, sales and guest programs. “We have one of the highest repeat guest ratios in the cruise industry and Gerald’s substantial experience in this industry will benefit our efforts to increase this loyalty even more.”

With more than 30 years in the cruise industry, Bernhoft began his career with Holland America Line in 1985 as district sales manager after seven years with Princess Cruises in a variety of positions. In 2005, he was appointed director, retail sales, for Windstar Cruises where he remained for two years. He was then promoted to director, national accounts for Holland America Line, where he has served for the past two and a half years.

Born in Ketchikan, Alaska, Bernhoft was inspired at a young age to work in the cruise industry. He recently celebrated his 25 year anniversary with Holland America Line and is a resident of Seattle, Wash.

Virtual Edge Recruiting System

For all future job postings, Holland America Line recently implemented the new paperless recruiting system, Virtual Edge. Both internal and external candidates can now create personal profiles on the Holland America Line website to apply for available job postings. Virtual Edge improves accessibility to hiring information and overall efficiency for users.