AIDA Cruises is making a notable leadership move as it prepares for the next phase of growth, appointing Anika Birkholz as its new Vice President of Revenue & Capacity Management.
She will officially take on the role from February 1, 2026, stepping into a position that plays a major role in how the cruise line plans, prices and delivers its guest experience.
In her new role, Birkholz will oversee revenue management, guest transportation and customer care areas that directly shape how smoothly guests experience an AIDA cruise from booking to disembarkation.
Alongside these responsibilities, she will also join the AIDA Executive Committee, becoming part of the core leadership team guiding the brand’s future direction.
The appointment comes at a time of transition, as longtime executive Dennis Schrahe prepares to leave the company at the end of April 2026 to pursue a new professional opportunity.
To ensure continuity, Schrahe will remain involved for several months, supporting Birkholz and the wider leadership team through the handover.
AIDA Cruises President Felix Eichhorn described the appointment as a strong step forward for the company. He highlighted Birkholz’s extensive experience in international tourism, along with her analytical background, as key strengths that will help AIDA navigate an increasingly dynamic cruise market.
Birkholz brings more than 15 years of senior management experience to the role. She holds a doctorate in business mathematics and a master’s degree in applied statistics, giving her a strong data-driven foundation.
Most recently, she served as Director Commercial for the DACH region at TUI Germany, where she was also a member of the management board and played a key role in shaping commercial strategy.
Speaking about her new position, Birkholz said she is looking forward to working closely with teams both on land and onboard.
She emphasized her desire to bring fresh ideas while keeping guest satisfaction at the center of every decision.
In a fast-changing travel environment, she noted, the goal is to continue delivering memorable cruise experiences while supporting AIDA’s long-term growth.
This move follows other recent leadership updates across the maritime sector, including Christina Orfanidou’s appointment as Head of AI at Columbia Group, highlighting the industry’s growing focus on digital transformation.
With this appointment, AIDA Cruises reinforces its focus on thoughtful leadership, continuity and innovation, all while keeping the guest journey firmly in view.
