Holland America Line (HAL) is set to enhance its appeal to families and multi-generational travellers.
At a recent event in Gibraltar, HAL’s Vice-President of International Sales, Nico Bleichrodt, outlined the company’s strategic direction for the upcoming seasons.
Expanding Offerings for Families
Nico Bleichrodt, Vice-President of International Sales at Holland America Line, emphasised the company’s intention to attract more family bookings. “We have a great product where everybody’s welcome, and you will see next year more communication towards families and multi-generation.”
HAL’s current audience predominantly consists of individuals aged 50 and above. However, recent introductions of dedicated family cabins with a capacity for five people, including two bathrooms, aim to cater to younger families as well.
The passenger demographic varies based on the cruise length and destination. Shorter seven-day Caribbean cruises tend to attract a younger audience, while longer 14-day Mediterranean or Northern European cruises are preferred by older travellers.
Targeting Multi-Generational Audiences
“We talk about unwinding silvers internally,” Bleichrodt noted, referring to empty nesters and retired individuals who prefer to travel either solo or with friends. He highlighted the growing trend of multi-generational travel, where grandparents, their children, and grandchildren travel together.
Bleichrodt detailed that Holland America Line has noticed a significant presence of these multi-generational groups on board, facilitating a family-oriented atmosphere.
This strategic focus is reflected in the variety of activities and accommodations designed to meet the needs of all age groups, from young children to elderly passengers.
Popular Destinations for British Guests
Strong interest has been shown in long-haul destinations, particularly Alaska among British guests.
“We are very well-known for our exotic destinations: South America, Asia, and the South Pacific,” Bleichrodt remarked. HAL’s comprehensive destination portfolio is a significant draw for diverse groups.
Additionally, the introduction of the Nieuw Statendam homeporting in Dover in 2026 is expected to boost business, with 10 round trips planned to the Baltics and the North Cape.
Enhancing Brand Awareness in the UK
Bleichrodt acknowledged the challenge of increasing brand awareness in the UK but remained optimistic about the potential for growth.
He pointed out the successful precedent of a ship homeporting in Rotterdam for a season, which will be expanded to two ships next year, indicating positive business outcomes.
With more ship visits and dedicated training initiatives on the horizon, HAL aims to better communicate its value proposition and offerings to the UK market. This will lead to improved customer engagement and an enhanced brand presence.
Strategic Communication and Customer Engagement
Strategic communication efforts will be crucial to convey the benefits of HAL’s offerings to potential customers in the UK.
Bleichrodt emphasised the importance of engaging visuals and narratives to highlight the unique experiences available on HAL cruises.
Effective storytelling, combined with comprehensive onboard experiences, will be key in attracting the attention of families and multi-generational travellers.
Anticipating Future Growth
With a robust strategy in place, Holland America Line is poised for substantial growth in the family and multi-generational travel segments.
The upcoming Dover sailings and continuous improvement in customer engagement strategies are expected to significantly contribute to HAL’s business expansion in the coming years.
Long-Term Goals and Vision
In the long term, Holland America Line aims to solidify its position as a leading cruise line for families and multi-generational travellers.
The company’s focus on adapting its offerings to meet the evolving needs of its audience showcases its commitment to providing exceptional travel experiences.
Holland America Line’s strategic shift to target families and multi-generational travellers is set to enhance its market presence.
With new offerings, dedicated communication strategies, and a strong focus on customer engagement, HAL is well-positioned for growth in the coming years.
