The cruise line attracts customers of all ages.
Holland America
While some travelers may think of Holland America as a line that caters to older travelers or multi-generational families, the numbers show otherwise. Its ships have amenities like kids clubs, but the cruise brand chooses to focus less on customer demographics, and more on “psychographics.” Understanding what drives consumers to take a trip to somewhere new and the emotions that go along with it have helped the line grow without the water slides, racetracks and theme park attractions of other ships.
Psychographics are a focus for the cruise line, which are helping to expand its audience.
Holland America
“Holland America Line is looking to attract passengers with a particular mindset – rather than targeting a younger demographic,” writes Harry Kemble for Travel Weekly, adding that the approach seemed to help bring in a younger audience anyway.
Cruise lines are in a constant battle to win market share. Holland America is one of the oldest sailing lines in the world, but that does not mean it attracts the most mature-in-age clientele. Instead, it has been steadily investing in culinary and entertainment experiences, two things that are top of mind when consumers consider a cruise. This focus has helped the brand continue to evolve in numerous ways without leaving behind its core strengths.
Committed to its niche markets
The cruise line is adding a glacier guarantee to its Alaska sailings.
Holland America
Holland America has long been a leader in cruises to Alaska and has invested in hotels and wilderness lodges in the state. This allows it to sell pre- or post-tour packages in conjunction with its seasonal cruises to Alaska. The line bases six ships between April and October with July and August being its busiest months (also coinciding with school breaks.
Holland America is so invested in Alaska that it owns hotels and resorts around the state, including within the national parks, through which it offers special deals on vacation packages to cruise guests.
Holland America bases six ships in Alaska each season.
Holland America
It recently launched a new “glacier guarantee” on its sailings within Alaska, that’s how committed the line is that travelers will see what they come to see. If you don’t see at least one glacier on the sailing, you receive a future cruise credit equal to 15% of your cruise fare.
There is also a new Glacier Day on each Alaska sailing, highlighting the fact that Holland America offers more glacier experiences than any other cruise line. It includes scenic commentary, Dutch pea soup on the deck, cocktails made using real glacier ice, talks from Glacier Bay National Park Rangers and Huna cultural interpreters and an open bow to see glaciers up close.
The cruise line promotes responsible wildlife viewing rather than letting travelers roam free within … [+] the national parks.
Holland America
It is all part of the line’s “We Love Alaska” programming with onboard presentations, menu items and special events that honor the people and culture of Alaska. People were even able to help the line name an orphan moose via social media in a partnership with the Alaska Wildlife Conservation Center, which takes in injured and orphaned animals.
The winning name, Denali, will be used for the next orphaned animal that the center adopts. Holland America promotes responsible wildlife viewing from its ships and on its shore excursions.
Holland America is known in the industry for its Alaska sailings.
Holland America
Beth Bodensteiner, chief commercial officer for Holland America Line, calls it a “fine-tuning” of its Alaska sailings where “everything from cocktails to wildlife maps” immerses guests in “all facets of Alaska.”
The line offers seven and 14-day sailings as well as a new 28-day Arctic Circle itinerary that visits a dozen Alaskan ports. This is part of a strategy this year to offer longer sailings. Travel Weekly reports that there are options to sail for as many as 35 days on transatlantic journeys adding ports like Bermuda and the Canary Islands in Spain that have returned to the cruise line’s route map.
Holland America has itineraries all around the world.
Holland America
Holland America is more than Alaska though. The line sails in the family-friendly Caribbean, where it will have a 15% boost in capacity this year over 2023, according to Cruise Industry News. It also has itineraries to all seven continents, including longer cruises that cross oceans or world sailings that sometimes are advertised as “pole-to-pole” expeditions.
For the 2025-2026 season, the cruise line plans to base its three, newest Pinnacle Class ships in the Caribbean. It will also offer itineraries as long as 14 nights and base its ships in Miami, both of which are new for Holland America.
Dutch heritage sets it apart
One of the main restaurants aboard a Holland America ship
Holland America
The cruise line was founded in the Netherlands in 1873 and made its first sailing to the United States in 1882. Like other companies of the day, it focused on providing transportation between continents as well as moving goods and mail around the world. These days, the company is part of Carnival Cruise Line, but it remains committed to its heritage.
The brand embraces that with its Dutch Day to honor the cruise line’s history of 150 years. It takes place on every sailing with Dutch-themed menus that complement what is served in Grand Dutch Café aboard each ship serving Dutch snacks like chocoladebols (a Dutch Cream Puff), maple stroopwafels and gevulde koeken (a Dutch cookie with marzipan).
Sustainability focus
Chef Masaharu Morimoto spearheads the sustainable fish program.
Holland America
The cruise line was the first (and is the only) cruise brand to receive certification from the Responsible Fisheries Management Board. On its sailings, the fish served in its dining rooms is sourced locally with special selections highlighted on each menu.
But, that’s not enough for a line that makes many of its most iconic sailings through protected waters. The company conducted biofuel tests aboard the MS Rotterdam by using 100% low carbon intensity biofuel when sailing in the Norwegian World Heritage Fjords. The line is testing the practice although it had “nothing to share” at press time for potential expansion of the program.
The Norwegian fjords are another hallmark destination for Holland America.
Holland America
The Norwegian Fjords, a bread and butter sailing for the line, have begun to tighten requirements on the types of ships and how they sail through their famous waters.
Its new Pinnacle class of ships doubles down on these environmental measures, too. Its two newest ships, Nieuw Statendam and Rotterdam, use LED lighting throughout, and the rest of the fleet has switched to this energy-saving system in public areas. The line also piloted a test aboard Rotterdam where it used 100% low carbon intensity biofuel for one of its engines on a sailing through the Norwegian fjords.
By 2030, the company wants to reduce its food waste by 50%, and it has installed food dehydrators on all of its ships that help to reduce waste volume by 75%-95%.
Culinary options grow
The cruise line relies on local seafood aboard all of its ships.
Holland America
Onboard dining is a quintessential part of any cruise, and Holland America continues to grow its lineup of specialty restaurants. Chef Masaharu Morimoto spearheads the sustainable fish program and lends his recipe talent to the menu in the main dining room.
It has even been featured during live broadcasts from the line’s Eurodam ship on Bravo’s “Top Chef.” Morimoto also has his Morimoto By Sea specialty restaurant (his first on a cruise ship) on Holland America’s Nieuw Amsterdam, but also as a pop-up experience in different restaurants on the other ships in the fleet.
Sourcing sustainable seafood is a key focus for Holland America.
Holland America
The focus of the program is to tap into the cruise line’s network of iconic ports and deliver as many as 80 types of fresh fish “port to plate” onboard within 48 hours of being caught. Holland America has been honored by the Marine Stewardship Council and Aquaculture Stewardship Council and is the first cruise brand to serve 100% fresh, certified sustainable and traceable wild Alaska seafood in its restaurants via its Responsible Fisheries Management certification.
Many of these same eco-friendly provisions take place at its land-based venues as well. McKinley Chalet in Alaska is one of many resorts within Denali National Park to receive Marine Stewardship Council certification, following in the footsteps of its sibling marine resorts.
The cruise line has numerous restaurants with various types of cuisine.
Holland America
It’s not just restaurants where it wants to stand out, but in its food and beverage partnerships, too. Holland America works with many well-known brands to bring this focus to life. Most recently, it tapped Lindt Chocolates to supply Lindor truffles as part of its turndown amenity service.
Award-winning bartender Ivy Mix is also helping the line develop a menu of Latin-inspired cocktails that appear on its Mexico and Latin American sailings.
Onboard entertainment in every form
Holland America is adding new production shows for different ships, including 15 shows specifically … [+] for its “grand voyage” world sailings.
Holland America
Holland America has long been known for having live entertainment in various corners of the ship. It also offers musical revues, guest performers and comedians, none of which comes as a surprise to traditional cruise guests. But, the line is investing in other partnerships that attract a younger or more engaged traveler.
This year, it launched a partnership with Audible to swap onboard libraries for a virtual book club offering with an infinite number of choices. It is the first cruise line to offer a co-branded book club of this scale. Content includes everything from language lessons and history books to destination guides and fiction.
The thermal suite is a place for guests to relax in the spa.
Holland America
“We know from extensive research that reading is a top priority for guests both on and off vacation, so the Audible collaboration was a natural next step for us to connect with our guest community,” said Kacy Cole, chief marketing officer, Holland America Line.
Passengers also receive an extended Audible free trial, in addition to complimentary in-stateroom Audible content so that their experience continues long after they disembark. It comes with a monthly book club that also includes podcasts and other original content. This is made even easier to use now that all of the line’s 11 ships have SpaceX’s Starlink wireless high-speed internet.
All Holland America ships have numerous venues with live music.
Holland America
Fifteen new production shows are scheduled to debut in 2025 on the line’s “grand voyages,” which are its longest and travel around the world. According to Bill Prince, vice president of entertainment, Holland America has never introduced this many shows at one time.
Many of the shows and musical performances will tie together with the cruise itinerary. For example, European tenors will perform on Mediterranean sailings while Nova Scotian music will feature on Eastern Canada sailings. The cruise line is also adding the Rolling Stone Lounge (with its seven-piece band that plays a variety of music like rock and rhythm and blues) to more ships and while growing the onboard Billboard Onboard piano bar that plays from the Billboard’s top 100 hits with a different theme each evening.
By leaning into the emotional connections of travelers, Holland America is taking a different approach using “psychographics” to grow market share. Instead of adding flashy rides, it is targeting experiences that transcend age, helping the brand draw to a well-rounded mix of travelers.
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Publish date : 2024-08-18 04:38:00
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