Holland America’s Caribbean Cruises Offer a Quieter Escape

Holland America Line has launched a fresh marketing initiative with a twist—it’s emphasizing what sets it apart by spotlighting what it intentionally doesn’t offer.

The new campaign, titled “Refreshingly Free,” is centered on Caribbean itineraries and showcases the brand’s commitment to delivering a premium, laid-back cruise experience aboard its mid-sized ships.

Kacy Cole, Holland America Line’s Chief Marketing Officer, revealed that the strategy emerged from in-depth customer research and feedback.

“As we start to go to market and think about how we want to communicate to guests, we really discovered an opportunity,” she said at a recent press conference.

“We found that there are a lot of travelers who look at Caribbean cruising and don’t really want the amusement park-like experience,” she added.

Instead, the campaign is geared toward guests who value tranquility, thoughtful service, and authentic cultural experiences rather than high-octane attractions.

“They are looking for service, relaxation and cultural enrichment,” Cole emphasized.

She further noted that travelers often feel overwhelmed by mega-ships, citing common complaints such as congestion and extended wait times.

“Guests also expressed some dissatisfaction with oversized ships, citing issues with overcrowding, long lines, etc.,” she added.

With this in mind, the campaign is designed to position Holland America Line as a refreshing and distinctive alternative for vacationers seeking a more refined kind of cruise.

“We really want to own differentiation. In putting this campaign together, we’re thinking about this idea of refreshingly free,” said Cole.

Unlike the industry’s trend toward brief, activity-packed voyages on massive vessels, Holland America is sticking to what it does best—slower-paced, immersive travel.

“That’s really not what we’re known for,” she said. “Holland America has been a trusted brand for more than 150 years, perfecting the art of leisurely travel. No water parks, no roller coasters, no amusement parks at sea.”

Referring to the company’s long-standing motto, “Savor the Journey,” Cole pointed out that their itineraries invite guests to slow down and truly absorb the experience.

“That introduces ‘Refreshingly Free.’ It’s the idea that, from what you typically expect of the Caribbean, we are a little different.”

The company’s vessels, which are significantly smaller than many of their competitors, typically accommodate half the number of guests found on other Caribbean ships. One promotional piece highlights the absence of “2,000 extra people” and calls attention to the fleet’s favorable 1:2 crew-to-passenger ratio.

“We are really creating an experience in the Caribbean where you can unwind and be taken care of with our long tradition of genuine service,” said Cole.

The campaign centers around three core themes: the serene onboard ambiance, the modest size of the ships, and standout culinary experiences.

On the food front, Holland America is emphasizing its Fresh Fish and Destination Dining Programs, which highlight the vibrant flavors and ingredients of the Caribbean region.

“The idea is really to connect the things that we aren’t and how that’s actually a really strong differentiator for Holland America and the Caribbean,” Cole concluded.