7 ways to sell HAL now the line is returning to the UK
26 Sep 2023by Charlotte Cullinan
Ahead of Holland America Line’s return to UK shores in 2025, our writer – fresh from a Mediterranean voyage with the line – suggests seven top tips to help you sell these itineraries.
Charlotte Cullinan
Content writer
Charlotte Cullinan
Content writer
Nieuw Statendam will be the first Holland America Line ship to homeport in the UK for 10 years
Holland America Line will homeport a ship in the UK for the first time in 10 years in summer 2025, with Pinnacle class ship Nieuw Statendam offering 10 departures out of Dover.
In August I joined the line for its seven-night Greek Enchantment cruise onboard Vista class Oosterdam, which returns to the Mediterranean for summer 2024 and 2025, and shares many features with Nieuw Statendam. Here are some top selling tips to help you pitch HAL to your clients:
In August I joined the line for its seven-night Greek Enchantment cruise onboard Vista class Oosterdam, which returns to the Mediterranean for summer 2024 and 2025, and shares many features with Nieuw Statendam. Here are some top selling tips to help you pitch HAL to your clients:
1. Find the right clients
HAL’s client demographic varies by region and cruise duration, but the line is an ideal option for mature travellers, and there were lots of retirees on our sailing. More than half of the 2,200 guests were from the USA and Canada, and while we were in the minority as Brits, (with just 68 of us onboard,) the ratio is likely to change on UK departures.
Families tend to be drawn towards HAL’s Alaska sailings, but itineraries closer to home could also be an option for some families and multi-generational groups. I sailed with my two sons, aged seven and ten, who were among 156 children onboard during our sailing – the majority were teens.
HAL won’t suit children who need non-stop, high-energy entertainment, but my boys enjoyed the pools and the High Score games room for seven to 17-year olds. It’s also available on Eurodam and is due to be rolled out across the fleet this year. There was a small kids’ club for three to six-year-olds. While these only operated for limited hours each day, a kids’ club programme is offered on all ships for sailings under 25-days long.
2. Focus on the mid-sized ships
HAL’s fleet spans 11 mid-sized ships, with Oosterdam carrying 1,964 passengers at double occupancy, and 2,666 on Nieuw Statendam. The ships will appeal to clients who want good facilities without the crowds, as even on a sea day we found ample sun loungers and plenty of space around the pool.
3. Highlight the relaxed atmosphere
HAL attracts a friendly crowd and we enjoyed the welcoming, chilled out vibe, although it’s definitely geared towards adults in the evening. There’s a casino and multiple bars, and clients are more likely to listen to live musicians with a well-made drink, rather than partying into the early hours.
The dress code was normally casual or smart casual, but there are more opportunities for guests to don formal evening wear on longer cruises. Each sailing also offers an Orange Night, where cruisers are encouraged to wear something orange, to celebrate HAL’s Dutch heritage.
4. Explain how itineraries can be combined
HAL designs consecutive itineraries to avoid repeating ports, so clients can combine multiple sailings. My itinerary was a mix of Mediterranean headline ports and lesser-visited gems, as it departed from Trieste and called at Split, Korcula, Santorini, Rhodes, Kusadasi and Athens.
Access to the thermal suite can be included in a spa package
5. Suggest opportunities to unwind
On Oosterdam facilities included two outdoor pools and five hot tubs, and private, top deck cabanas can be rented from $55 a day.
The excellent Greenhouse Spa and Salon offers a range of treatments in its 14 rooms, two of which are for couples. I loved my Elemis facial, and for a treat recommend the 100-minute, signature Elemis Aroma Spa Seaweed Massage, using the spa’s flotation tank ($299).
Guests can also book hair and beauty services, non-surgical cosmetic treatments, acupuncture and even tooth-whitening services. Access to the large thermal suite can be included in a spa package, and day passes are available for $49. Personal trainers and a range of fitness classes can be found in the fitness centre.
The light and airy Crow’s Nest lounge (available on all ships) offered puzzle tables, board games and books. Plus, the cabin on-demand TV has a huge library of films (including lots of new releases) for downtime.
6. Showcase the live entertainment
HAL will appeal to clients who enjoy music, as its Music Walk programme features live performances across different bars and lounges. It varies by ship, but clients can expect pianists, singers and bands.
The World Stage shows a sprinkling of comedy acts, dance performances and movie screenings, and local performers often come onboard. Our cruise also included games nights with audience participation and a Q&A with the captain. Each evening the cruise director hosted a presentation on the following day’s port, sharing honest and useful advice.
While most guests departed early to explore destinations there were some daytime activities onboard, ranging from bridge and mahjong to trivia sessions and ping pong tournaments.
De Lijn Gin is custom-made for HAL this year and features in a range of new cocktails
7. Feature the great food and drink
We tucked into a varied spread at the Lido Market buffet, which has numerous live cooking stations. Over by the pool, Dive-In serves high-quality hot dogs, fries and burgers, alongside a make-your-own taco station.
Guests can also sample local flavours with themed nights in the buffet and “port-to-table” daily specials in the main dining room. Room service is free for most orders.
The only restaurants with a surcharge are the steakhouse Pinnacle Grill ($15pp for lunch and $39pp for dinner) and Italian Canaletto ($25pp for dinner), which are both delicious.
Pina Coladas are the most popular cocktail onboard, but guests should try the range of new cocktails using the line’s De Lijn gin, which was crafted for its 150th anniversary this year.
How to book it: Holland America Line offers a 14-day Canary Island Enchantment sailing onboard Nieuw Statendam from £2,809pp, departing 19 April 2025 from Dover and calling at Casablanca, Agadir, Lanzarote,
Tenerife, Madeira and Leixoes. The price includes the Have It All Early Booking Bonus; hollandamerica.com
Tenerife, Madeira and Leixoes. The price includes the Have It All Early Booking Bonus; hollandamerica.com
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Place of registration: England and Wales.
Company number 08723341.
Registered address: 6th Floor, 2 London Wall Place, London EC2Y 5AU
