Holland America Line’s “Refreshingly Free” campaign draws on research and customer feedback, as explained by Chief Marketing Officer Kacy Cole during a press conference.
Many travellers prefer cruise experiences focused on service, relaxation and cultural enrichment rather than the high-energy amusement park-like atmosphere associated with Caribbean cruising.
The campaign aims to position Holland America as a viable alternative to larger ships, promoting its mid-sized fleet that carries an average of 50 percent fewer passengers.
Holland America intends to showcase its commitment to genuine service through its 1:2 crew-to-guest ratio, creating a relaxed environment for guests to unwind.
The campaign also emphasises the company’s culinary offerings, featuring unique regional ingredients through its Fresh Fish and Destination Dining Programs, underlining the brand’s differentiation in the market.
Kacy Cole shared “We found that there are a lot of travelers who look at Caribbean cruising and don’t really want the amusement park-like experience. Guests also expressed some dissatisfaction with oversized ships, citing issues with overcrowding, long lines. Holland America has been a trusted brand for more than 150 years, perfecting the art of leisurely travel. Refreshingly Free is the idea that, from what you typically expect of the Caribbean, we are a little different. The idea is really to connect the things that we aren’t and how that’s actually a really strong differentiator for Holland America and the Caribbean.”
