HAL’s new campaign invites Caribbean travellers to cruise differently

Holland America Line today unveiled a new marketing campaign, titled “Refreshingly Free.”

In an attempt to distinguish itself from other mass market ships that sail the Caribbean, the new campaign highlights what the cruise line has never been in the destination: oversized ships, amusement parks at sea, bland buffets, overcrowded beaches and decks, and more. Instead, guests enjoy the art of leisurely travel that enables them to relax and connect to the world and each other on a fleet of ships, that never have more than 2,700 guests at a time.

“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 amusements 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 new campaign juxtaposes more typical Caribbean cruise experiences with those of Holland America Line:

• Refreshingly Free of Amusement Parks: highlights perfectly sized ships that offer guests the ultimate space to relax, unwind and connect with each other, along with the cruise line’s new signature poolside experience.
• Refreshingly Free of Bland Buffets: features Holland America Line’s elevated culinary experience rooted in the regional flavors of its Destination Dining program and its Global Fresh Fish Program, which brings locally sourced fish from port to plate within 48 hours.
• Refreshingly Free of Overcrowded Beaches: highlights private island RelaxAway, Half Moon Cay, a secluded paradise known for its pristine beauty and white-sand beaches, only accessible by ship.

New “Travel by Sea” promo

“Refreshingly Free” elements are especially notable on Caribbean, Mexico and Panama Canal cruises, regions highlighted in Holland America Line’s new “Travel By Sea” promotion. Running from June 5 through July 31, 2025, Travel By Sea features up to 40% off cruise-only fares, free prepaid crew appreciation, free fares for kids and 50% reduced deposits.

Travel By Sea is available on select departures from fall 2025 through Spring 2026 and includes cruises ranging from one to 56 days to a variety of Holland America Line’s global destinations. Sailings include tropical getaways to the Caribbean, Mexico, Panama Canal and Holiday cruises. Guests also can explore Asia, Australia/New Zealand, the South Pacific/Tahiti, Hawaii, South America/Antarctica and Pacific Coast with Travel By Sea. Bookings must be made by July 31, 2025, to benefit from the offer.

Travel By Sea is combinable with Holland America Line’s “Have it All” premium fare. When booking with Have It All, in addition to the Travel By Sea free crew appreciation, free kids and reduced deposits, guests receive four high-value amenities: shore excursions, a signature beverage package, specialty dining, and a Wi-Fi surf package.

Guests ages 18 and under traveling as the third and fourth guests in a cabin can sail on select cruises for free, making a vacation with the whole family more affordable.

Reduced deposits and cruise fare discounts

Travellers eager to plan a trip can book select cruises with 50% reduced deposits for the first and second guests in the stateroom. Cruise fare savings up to 40% are available on sailings included in the promotion, starting as low as $93 per person, per day.

Travel By Sea excludes Grand Voyages.

For more information about Holland America Line and for full Travel By Sea terms and conditions, consult a travel advisor, call 1-877-SAIL-HAL (877-724-5425) or visit hollandamerica.com.