Holland America Line has refreshed its tagline and brand positioning with the launch of a new global campaign, highlighting what sets the cruise line apart and reaffirming its dedication to guest service. The introduction of “Savour the Journey: Experiences with us are too good to hurry through” emphasizes the brand’s commitment to slow, immersive travel, offering exceptional voyages that foster deeper connections between travelers and the world around them. This campaign celebrates Holland America Line’s 150-year legacy while paving the way for future growth.

With deep roots in Dutch heritage, Holland America Line is known for its award-winning, warm, and authentic service—an experience that remains unmatched. The cruise line continues to distinguish itself through destination-rich itineraries, immersive onboard experiences, and culinary excellence, catering to both loyal guests and new travelers. Savour the Journey was crafted from this intersection of tradition and innovation, resonating with both existing and emerging audiences.

Shaped by extensive consumer research that goes beyond demographics to understand traveler behaviors and aspirations, the updated positioning highlights what makes Holland America Line unique. The message, “Experiences with us are too good to hurry through,” speaks directly to travelers who seek to savor every moment of their journey—an experience that only Holland America Line can truly deliver.

“We have always believed that the journey is just as important as the destination, and that is what Savour the Journey embodies,” said Kacy Cole, chief marketing officer at Holland America Line. “‘Experiences with us are too good to hurry through’ encapsulates our genuine hospitality, world-class on-board product, cuisine that goes beyond the plate, and leadership in the art of leisurely travel.”

Defining Differentiation: Holland America Line’s Key Pillars

Holland America Line has carefully crafted its core pillars to resonate with travelers who cherish the art of unhurried, immersive travel—transcending demographics, geography, and family size.

Onboard Experiences: The Journey is as Important as the Destination

With its refined European design and perfectly mid-sized ships that can access destinations beyond the reach of larger vessels, Holland America Line delivers a voyage that is as memorable as the destinations themselves. Signature experiences like the Orange Party and Royal Dutch Tea celebrate the cruise line’s rich heritage, while live cooking shows, expert-led presentations, and innovative cultural partnerships create deeper connections between travelers and the places they visit.

Destinations: Connect to the World and Each Other

Authentic travel extends beyond onboard programming. Holland America Line’s thoughtfully curated itineraries offer longer stays in port, overnight experiences, and exclusive collaborations such as The HISTORY Channel shore excursions—transforming every journey into a collection of unforgettable stories. With access to legendary destinations and hidden gems alike, guests enjoy a richer global perspective and the chance to check off bucket-list adventures.

Destination Dining: Local Cuisine Beyond the Plate

Holland America Line brings destinations to life through Destination Dining, a culinary experience that celebrates the flavors and traditions of each port of call. At the heart of this program is the industry-first Global Fresh Fish Program, sourcing and serving over 80 types of fresh fish from 60 ports worldwide—delivering seafood from port to plate in under 48 hours. Guests can savor regionally inspired dishes made with locally sourced ingredients, while freshly baked bread and handcrafted pasta elevate every meal onboard.

Service Rooted in Care: A Legacy of Genuine Hospitality

Unparalleled service is at the core of every Holland America Line voyage. With a high crew-to-guest ratio, bespoke attention to detail, and twice-daily stateroom turndown service, guests experience a level of hospitality that feels personal and heartfelt. Whether seeking relaxation, connection, or cultural exploration, the brand’s warm and authentic service ensures every journey is both seamless and enriching.

A Global Rollout: Bringing the Experience to Travelers Worldwide

Holland America Line’s integrated marketing campaign launches across multiple channels, including television commercials, digital platforms, and out-of-home placements. The rollout begins with a focus on Northern Europe and the Mediterranean, before expanding to the cruise line’s most iconic destinations, including Alaska and the Caribbean. Through this campaign, Holland America Line invites travelers to Savour the Journey—an experience too extraordinary to rush.

The post Holland America Line Unveils “Savour the Journey,” Celebrating One Hundred Fifty Years of Luxury, Immersive Travel, and Unforgettable Experiences appeared first on Travel And Tour World.