Holland America Line is launching a new marketing campaign that, unexpectedly, highlights what it does NOT offer. As Holland America sets its bow toward the Caribbean, it is focusing on what it proudly is not. The cruise line is celebrating that it is “Refreshingly Free” from “oversized ships, amusement parks at sea, overcrowded beaches and decks, and more.”
“For more than 150 years, Holland America Line has elevated travel by sea, and now we’re excited to spotlight what makes our brand so different in the Caribbean — the elements on board and ashore that truly set us apart for guests who seek an alternative to amusement parks and overcrowded spaces,” said Kacy Cole, chief marketing officer for Holland America Line. “We’re creating experiences too good to hurry through that reflect exactly what our guests want and what they’re happy to leave behind.”
The “Refreshingly Free” campaign is designed to appeal to the cruiser looking for a place to relax as they travel the Caribbean on a perfectly sized ship. The cruise line is focusing on its unmatched service, smaller settings and relaxing, peaceful pace where guests can connect with one another. The campaign also highlights the cruise line’s Destination Dining; Global Fresh Fish Program; and Bahamian private island, RelaxAway, Half Moon Cay.
Holland America Line is also offering its new “Travel By Sea” promotion through July 31, 2025. The promotion offers up to 40% off cruise-only fares, free gratuities, free cruise fare for kids and reduced deposits. “Travel By Sea” is available on hundreds of cruises throughout the Caribbean, Mexico, Panama Canal, Asia, Australia/New Zealand, the South Pacific, Hawaii, South America/Antarctica and the Pacific Coast. The cruises range up to 56 days and will depart from Fall 2025 through Spring 2026.
Guests are able to combine the “Travel By Sea” promotion with Holland America Line’s “Have it All” premium fare. Not only will guests receive free gratuities, free cruise fare for kids, and reduced deposits, but they will also receive shore excursion credits, the Signature beverage package, specialty dining, and the WiFi Surf Package.