HAL: Savor The Journey


Holland America Line (HAL) is set to make a splash in the cruise industry with a new brand identity and tagline – “Holland America Line, Savor The Journey.”

HAL president Orlando Ashford (pictured) made the announcement at a special press event at The Explorers Club in New York yesterday (Oct. 29). It was a day full of news for the cruise line, which also unveiled three new key partnerships – one with BBC Earth which will enhance HAL’s edutainment offerings, and others with AFAR Media and Utrip, both offering unique tools that will help agents and their clients (prospective Holland America passengers) pick and plan the perfect cruise itinerary.

“Holland America Line guests seek authenticity in travel, and studies have shown that travellers trust and value expert, third-party content above all else,” said Ashford. “Our new partnership with AFAR Media will deliver the most extensive destination information to our guests in a way that’s never been done before in cruising, ensuring they will have the perfect shoreside experience tailored to their personal tastes and interests.”

Speaking about the new relationship with Utrip, Ashford added, “Our guests want to experience destinations in their own way, and through our partnership with Utrip they can now personalize their trip in a fun and engaging way, as well as make more informed choices about what to do and see ashore. We know our guests are going to enjoy exploring the world in a whole new way using the Utrip interface on our web site.”

As for its part, BBC Earth will bring world-class fun and factual entertainment onboard HAL’s fleet through the innovative programming that is its signature. Guests will be taken closer to the ocean and natural world through groundbreaking concerts, films, shows, children’s activities and theme cruises. The BBC Earth program is set to roll out across Holland America fleet starting in April 2016 and will be on all ships by September 2016.

In other news, Ashford said between 2016-18 Holland America Line will invest US$300 million in its existing fleet, including US$40 million aimed at suite enhancements. This all comes as the cruise line prepares for the addition of its newest vessel, Koningsdam, in April 2016.