Holland America Unveils New Trade Promise and Redesigned Sales Department
by Daniel McCarthy /
Holland America Line wants its travel agent partners to know that it is “Committed to Your Success,” according to the cruise line’s new trade campaign that was unveiled this week.
In a statement, the line said that the promise is Holland America’s way of showing its commitment to its travel partners and to providing clients with “an exceptional cruise experience.”
“We’re dedicated to being your reliable, responsive and easy-to-work with partner. When your clients experience Holland America Line’s classic style and enriching journeys, we create mutual customers for life,” the messaging reads.
Eva Jenner, Holland America’s vice president of sales, said that the campaign is designed to show that, despite changes in the brand over the past few years, “our commitment to our travel partners remains the same, yet our level of support is growing immensely.”
She also said that the point of promoting the new messaging was to “officially put it in writing and make sure our partners know we’ll do everything possible to help them succeed.”
Redesigned sales department
Agents booking sailings with Holland America will now experience a new, redesigned sales department made up of five teams that the line says will “better support the unique business model of the cruise industry.”
Those teams are: strategic accounts; field sales; national account sales; trade communications and engagement; and sales planning and development (sales intelligence, sales administration, charter and incentive sales, series and wholesaler sales, and international sales).
Each one of those teams will be led by one member of the line’s sales leadership team that include: Strategic Account Sales Director Michele Sutter, Senior Director of Field Sales Christine Stevens, National Account Sales Senior Director Charles Dunwoody, Senior Director of Sales Planning and Development Rob Coleman, and Senior Director of Trade Communications and Engagement Denella Ri’chard.
More training tools
Aside from the new trade campaign and redesigned sales team, Holland America also announced earlier this month that it had refreshed its travel agent training program, the Holland America Line Academy, to help travel advisors grow their cruise businesses and maximize commission-earning potential.
Four interactive core courses were added to the Holland America Line Academy, which include the Holland America Line Difference, Destinations and Itinerary Planning, Selling Groups, and Secrets of Sales Success.
Agents can access the courses by going to the cruise line’s travel agent portal.