While other lines are touting their latest innovations, Holland America Line is rolling out a new campaign that focuses on what you won’t find on their ships.
It’s a bold move which is, in essence, using reverse psychology while reminding would-be guests what really matters.
“Refreshingly Free” Celebrates the Little Things
The new campaign focuses largely on the line’s voyages to the Caribbean. As the line’s Chief Marketing Officer, Kacy Cole, explains, “We’re excited to spotlight what makes our brand so different in the Caribbean.”
And what, exactly, does that mean? The campaign is designed to highlight “the elements on board and ashore that truly set us apart for guests who seek an alternative to amusement parks and overcrowded spaces.”
In other words, don’t book a Holland America cruise if you’re looking to ride a top-deck roller coaster or be crammed on a crowded beach.
“We’re creating experiences too good to hurry through that reflect exactly what our guests want and what they’re happy to leave behind.”
Make no mistake: Holland America is definitely looking to distinguish itself. Ironically — and perhaps brilliantly — they are doing so by taking the opposite approach pursued by other lines.
Rather than suggesting guests cruise with them because of something, Holland America is saying that what some might see as traditionally accepted cruise highlights are actually negatives.
Not having all the bells and whistles, a bland buffet, or overcrowded mega ships makes this a different type of vacation, they’re saying.
Big Discounts on Future Sailings
Not coincidentally, Holland America is also rolling out a new Travel By Sea promotion which will run from now until the end of July.
The promo features up to 40 percent off on cruise-only fares. When combined with the “Have It All” package, it includes free pre-paid gratuities, reduced deposits, and a “kids sail free” promotion.
The offer isn’t available on all sailings but is good on select departures between Fall 2025 through the Spring of 2026. Terms and conditions apply, and full details — including which sailings are included — can be found at HollandAmerica.com.
