When was the last time you let yourself truly linger over a moment on holiday? Holland America Line wants you to do just that. Their newly launched global brand campaign, "Savour the Journey: Experiences with us are too good to hurry through," signals a deliberate shift toward celebrating slow travel, connection, and meaningful discovery. For the cruise line that has more than 150 years of seafaring legacy under its belt, this fresh direction feels like both a homecoming and an evolution.
A New Chapter Anchored in Heritage
At its core, the campaign reaffirms what Holland America Line has always done well: creating an elegant and comfortable atmosphere where travellers can immerse themselves in the rhythm of the journey. Built on its Dutch heritage and refined European sensibility, the cruise line’s mid-sized ships strike a perfect balance between accessibility and intimacy. You’re not one in a crowd here — you’re a guest, treated to genuine hospitality, rich cultural programming, and food that does more than fill a plate — it tells stories.
From the beloved Royal Dutch Tea to music-filled evenings at B.B. King's Blues Club, and even live cooking demonstrations that reveal the secrets behind local flavours, there’s a prevailing sense of ease and immersion. These touches aren’t about overindulgence; they’re about appreciation — of craft, of heritage, and of the sheer joy that comes from travelling well.
Destinations that Invite Deeper Connection
Where Holland America Line goes is only part of the equation — it’s how they bring you there that makes all the difference. The new campaign draws attention to this by spotlighting their curated itineraries, longer port days, and select overnight stays. These are not whirlwind stops; they are immersive encounters, where guests are invited to linger in ancient cities, shop local markets, and take in the sounds and stories of each locale.
Take for instance their The HISTORY Channel™-curated shore excursions, which delve into the hidden pasts of coastal towns and empires. Or their thoughtfully designed overnight stays in the Mediterranean that allow travellers to witness a sunset over Santorini or rise early for an uncrowded view of Rome’s treasures. It’s a thoughtful kind of travel — less about checking boxes and more about collecting impressions.
Dining That Tells a Story
With its renowned Destination Dining approach, Holland America Line has turned meals into meaningful cultural touchpoints. This goes beyond offering regional cuisine; it’s about understanding a culture through its ingredients and culinary rituals. The line’s Global Fresh Fish Program, a first-of-its-kind initiative, sources more than 80 types of fresh seafood from over 60 ports around the world, with the goal of serving it within 48 hours — a logistical marvel that also champions local communities.
Depending on your voyage, you might sample freshly grilled branzino in the Greek Isles, learn how to roll sushi using line-caught tuna off the coast of Japan, or enjoy warm Filipino pandesal at breakfast. Every dish is a postcard from somewhere new, plated with purpose and served with a story.
Cruise Hospitality, Reimagined
Holland America Line isn’t leaning into spectacle — it’s leaning into sincerity. Their high crew-to-guest ratio and thoughtful turndown service reflect a long-standing culture of care that has consistently earned them praise for hospitality. You’re not simply staying in a cabin; you’re returning to a space curated for rest and reflection. And with onboard programming that includes guest lecturers, enrichment workshops, and language classes, you’re also given the space to grow.
It’s this combination of service, substance and style that makes the "Savour the Journey" mantra ring so true. Whether it’s a tranquil afternoon on your stateroom veranda or a deep conversation over wine in the dining room, Holland America is creating space for guests to lean in — not rush through.
For Aussie travellers seeking something beyond the typical, this campaign is especially relevant. Holland America Line’s expanded offerings in Northern Europe, Alaska, and the Mediterranean are being rolled out with new commercials, digital campaigns, and itineraries that speak to Australians who value depth over dazzle. Whether you're sailing solo, with a partner, or intergenerationally, there’s something timeless — and timely — about a cruise that prioritises presence.
To see which of Holland America Line’s thoughtfully paced journeys align with your dream itinerary, head to our Cruise Finder and explore by destination, ship, and duration.
Make Space for Travel That Lingers
Whether you’re a seasoned cruiser or dipping your toes into the ocean for the first time, Holland America Line’s new campaign offers an invitation: take your time. Let every flavour, every view, every moment settle in. And if that sounds like your kind of holiday, we’re ready to help you plan it. Reach out to our team via our contact page to get started.
Comments