By
Amber Hickman |
Planning an itinerary that cruise guests will love is no small feat for Holland America Line. With 11 ships in its fleet, all with capacity for between 1,400 and 2,650 passengers, the brand must consider a lot of different factors during the decision-making process.
Operational requirements, cost and regulatory compliance are all vital considerations, and Holland America Line must also factor in market trends, sustainability goals and customer satisfaction to drive loyalty and create a positive brand image.
For Francesco Rossiello, senior manager of deployment and itinerary planning at Holland America Line, creating a successful cruise “involves adhering to specific core principles that are designed to deliver a premium experience to guests.”
These principles include tailoring itineraries to suit the preferences of both first-time cruisers and seasoned travellers, offering a mix of popular and unique destinations, curating authentic experiences that reflect local culture, creating a balance of relaxation and exploration, and considering practical elements such as weather and safety. Holland America Line also prioritises attention to detail to ensure a seamless experience from start to end.
Even with these core principles, the standard of perfection is an ever-changing target, says Rossiello. This is why it is important to listen to guests’ opinions and implement their wants and needs following feedback.
“One of the main reasons guests sail with us is because of our destination-rich itineraries,” says Rossiello. “Therefore, we have integrated more overnight and late-night calls, especially on longer itineraries. This means guests can spend more time immersing themselves in the local culture of these ports.
“On the other hand, we also know our guests want to take time to recharge and enjoy the onboard facilities too, so we make sure to include an adequate number of days at sea that allows them to relax on the ship. Our 2026 ‘Grand World Voyage’, for example, will have no more than three consecutive port days without at least one sea day in between.”
Holland America Line’s guests get to experience a variety of destinations on its cruises, such as Eidfjord, Norway
In addition to the ‘Grand World Voyage’, Holland America Line has planned various itineraries taking place over the next few years that will provide guests with new, different experiences based on their interests.
“I’m most excited about the 14-day ‘Viking Tales and Celtic Origins’ roundtrip, that will take place onboard Nieuw Statendam from August 2025,” says Rossiello.
The cruise will depart from Rotterdam in the Netherlands, before heading to Alesund, Norway, crossing the Norwegian Sea and exploring five different ports in Iceland.
During the ship’s journey in Iceland, it will make lengthy calls to ports such as Djupivogur and Isafjordur, and offer a full day and late-night departure in Reykjavik. The ship will then head to the British Isles, stopping at the Isle of Lewis and the Isle of Skye, before heading to Dover and back to Rotterdam.
“This cruise has a huge range of diverse and appealing destinations,” explains Rossiello. “The depth at which it explores Iceland will give travellers a truly unique chance to see the beauty of Iceland without having to drive or pay for hotels. Furthermore, guests can embark on the roundtrip from either Dover or Rotterdam, making it convenient for many guests.”
With each ship spending a significant amount of time in ports, it is increasingly crucial for Holland America Line to maintain a good relationship with port and destination authorities if it wants to create high-quality itineraries.
How is this harmonious relationship achieved? “Effective communication is key to reaching business goals together,” says Rossiello.
“In addition, responsiveness and adaptability is crucial for adjusting to daily changes, new regulations or last-minute issues such as port congestion. For example, one of my successful collaborations is with Sergio Senesi, CEO of the Cemar Agency Network, which offers port assistance in Italy. By building a relationship based on these attributes, we have been able to work together to effectively manage high-demand turnaround calls on weekends in Civitavecchia, Italy.”
This article was first published in the Autumn/Winter 2024 issue of Cruise & Ferry Review. All information was correct at the time of printing, but may since have changed. Subscribe for FREE to get the next issue delivered directly to your inbox.