61 market,” says Antorcha, adding that the brand’s largest markets are the USA, Netherlands, Canada and the UK. To ensure guest satisfaction, Holland America regularly researches what its market wants. “It is about positioning the brand to where, demographically and psychographically, we know where our guests are,” explains Antorcha. In 2023, Holland America became the official cruise line of the Professional Pickleball Association and has now implemented the sport on all its ships in partnership with the association. In addition, the brand introduced a standalone restaurant serving Asianinspired cuisine on Nieuw Amsterdam with Chef Morimoto in December and will be rolling out pop-up versions across the fleet this year. It also launched its Global Fresh Fish programme to provide healthy eating choices. “We have vendors in 60 ports who deliver sustainably sourced fresh fish from dock to ship in 48 hours, so we know its high quality and local, for example barramundi in Australia,” says Antorcha. Holland America has also been investing in becoming more environmentally friendly. For example, it now connects to shore power in more than 18 ports worldwide and is also exploring alternative fuels. It partnered with the Dutch government to test biodiesel on Volendam in summer. “There is lots of work going on [regarding fuels] but there is no clear answer, and if there was, there is no clear supply in the volumes we use or in the places we go to,” says Antorcha. “That is a challenge, but it doesn’t mean we aren’t working on it.” He adds: “We have really sharpened our focus on the guest and coalesced round what that means for our service level, our product and our marketing. The organisation feels optimistic and happy to be doing what we love doing and finding success in doing that. What more can you ask for?” “ When you build a good reputation over a long period of time you build trust” Holland America is planning longer itineraries, for example Westerdam (pictured) will sail a 35-day circumnavigation of Australia from Sydney in November 2024 Photo: Holland America Line
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