Holland America Line (HAL) plans to target more family bookings in the future.
Speaking at the Clia Destination Showcase in Gibraltar, the line’s vice-president of international sales Nico Bleichrodt said: “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 average audience is 50-plus, Bleichrodt added, but the line recently introduced dedicated family cabins which have a capacity for five people with two bathrooms.
Bleichrodt said the passenger make-up varied depending on the length and destination of the cruise, with seven-day cruises to the Caribbean tending to attract a younger audience, and a 14-day Mediterranean or Northern European cruise leaning towards an older audience.
He added: “Internally, we talk about unwinding silvers, and those are empty nesters, retired people, but also friends and we also see a multi-generation audience coming on board: grandparents taking their kids and grandkids on board our ships.”
Long-haul destinations, in particular Alaska, are most popular with British guests, he said, but added: “We are very well-known for our exotic destinations: South America, Asia and the South Pacific. But I’m excited with the ship coming to Dover next year, with 10 round trips out of Dover to the Baltics and the North Cape.”
Bleichrodt highlighted that Nieuw Statendam homeporting in Dover in summer 2026 will “definitely help the business”, similar to when one ship sailed out of Rotterdam for a season, which will be upped to two next year.
He acknowledged the company had “a huge job ahead of us” to build up brand awareness in the UK, but said the Dover base would lead to more ship visits and training designed to “bring the story out to the customers”.