Holland America Line is putting the focus on the qualities it “proudly” doesn’t possess in its new “Refreshingly Free” campaign as it looks to cruise bookings in the Caribbean.
The new campaign juxtaposes more typical Caribbean cruise experiences with those of Holland America Line, touting that the 150-year-old cruise line is “refreshingly free” of onboard amusement parks with its perfectly sized ships, featuring a crew-to-guest ratio of 1:2; of bland buffets, with its Destination Dining program bringing locally sourced fish from port to plate within 48 hours; and of overcrowded beaches, highlighting its private island RelaxAway, Half Moon Cay, only accessible by ship.
“[Based on] our research,” said Kacy Cole, CMO for Holland America Line, during a webinar-based press conference, “we really found there are a lot of travelers who look at Caribbean cruising and don’t really want the amusement park-like experience. They are looking for service, relaxation and cultural enrichment.
“Guests express some dissatisfaction with these oversized ships, citing issues with overcrowding, long lines, etcetera. This isn’t new,” she continued, “but I think it’s very typical when it comes to cruising in the Caribbean.”
With this “Refreshingly Free” campaign, noted Cole, “we want to own the differentiation. We’ve been perfecting the art of leisurely travel for 150 years, with no water parks, no rollercoasters, no amusement parks at sea. We offer an alternative to conventional Caribbean cruising with experiences too good to hurry through, and that introduces ‘Refreshingly Free.’”
Cole emphasized that although their target demographics include the “Unwinding Silvers” (retired couples), the “Empty Nesters,” the “Exploring Couples” (those in their 40s), the “Adult Families” and the “Families with Kids Under 18,” she likes to focus on client’s “interests and behaviors.
“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.”
Alongside the campaign, Holland America is introducing the Travel By Sea promotion, running from June 5 to July 31, 2025, with up to 40 percent off cruise-only fares, free prepaid crew appreciation, free fares for kids and 50 percent reduced deposits.
Among the many itineraries included in this promotion are the 7-day Eastern Caribbean: Amber Cove & Bahamas on Zuiderdam; the 7-day Western Caribbean on Nieuw Statendam; and the 9-day Southern Caribbean & ABC Islands with HISTORY Channel on Rotterdam.
