Today (05JUN), Holland America launches its new “Travel by Sea” summertime booking campaign — emphasizing not what it offers, but what it proudly leaves out. Running through 31JUL, the promotion combines up to 40% savings, free cruises for kids, pre-paid gratuities, and 50% reduced deposits on select departures.
But at the heart of the campaign is a brand message: no amusement parks, no mega-ships, no crowds — just classic mid-sized cruising.
“Travel by Sea” focuses on the cruise line’s itineraries to the Caribbean, Mexico, and Panama Canal. Eligible sailing dates are fall 2025 through to spring 2026.
Select departures to Asia, the South Pacific, Australia/New Zealand, and South America are also included in the promotion, though the company’s Grand Voyages are excluded.
During an agent webinar hosted by Holland America Line on 03JUN, however, the focus was on the Caribbean client.
“This new ‘Refreshingly Free’ campaign is all about letting people know that we don’t have: oversized ships, amusement parks at sea, bland buffets and overcrowding either on board or on Half Moon Cay, our private Bahamian island,” Kacy Cole, the cruise line’s Chief Marketing Officer, told the agents.
“Travel by Sea” is combinable with Holland America Line’s “Have it All” premium fare, which adds four high-value amenities: shore excursions, a beverage package, specialty dining, and Wi-Fi surf package.
Cole described HAL’s ships as “perfect-sized” — accommodating up to 2,700 pax in the Caribbean, about half the capacity of some competitors. “I like to think of us as the Goldilocks of cruising: not too big, not too small, but just right.”
HAL has identified five target audiences: Unwinding Silvers (retired couples or friends); Empty Nesters (couples in their 50s and 60s); Exploring Couples (in their 40s); Adult Families (travelling with college or early-career kids); and Families with Kids under 18 (notably on Alaska and school break sailings).
In keeping with its “Savour the Journey” tagline, the cruise line is also highlighting the calibre of its food and beverage, emphasizing “no bland buffets” but instead an elevated dining experience including its Destination Dining program (dishes based on culinary traditions of the ship’s port of call). Another initiative is the Global Fresh Fish program, bringing locally-sourced fish from port to plate within 48 hours.
And here’s a novel beverage enhancement: on Half Moon Cay, tricycle-riding waiters bring ever-trendy Aperol Spritzes to thirsty clients.
Founded 150 years ago, Holland America Line currently offers 400 ports of call in 114 countries served by its 11 vessels. It is owned by Carnival Corp.
