Holland America Line Launches “Refreshingly Free” Marketing Campaign

Holland America Line is leaning into its less crowded reputation with a new Caribbean cruise marketing campaign called “Refreshingly Free.” The campaign also introduces a new “Travel by Sea” offer, launching today, for up to 40% off on cruises to the Caribbean, Mexico, the Panama Canal, and other destinations.

According to the cruise line, the “Refreshingly Free” campaign highlights what the cruise line has never offered in the Caribbean: oversized ships, amusement parks at sea, overcrowded beaches and decks, and busy buffets.

“For more than 150 years, Holland America Line has elevated travel by sea, and now we’re excited to spotlight what makes our brand so different in the Caribbean — the elements on board and ashore that truly set us apart for guests who seek an alternative to amusements parks and overcrowded spaces,” said Kacy Cole, chief marketing officer for Holland America Line. “We’re creating experiences too good to hurry through that reflect exactly what our guests want and what they’re happy to leave behind.”

The new campaign juxtaposes splashier Caribbean cruise experiences with those of Holland America Line:

· Refreshingly Free of Amusement Parks highlights smaller sized ships that offer guests space to relax, unwind, and connect with each other, along with the cruise line’s new signature poolside experience.

· Refreshingly Free of Bland Buffets features HAL’s elevated culinary experience rooted in the regional flavors of its Destination Dining program and its Global Fresh Fish Program, which brings locally sourced fish from port to plate within 48 hours.

· Refreshingly Free of Overcrowded Beaches highlights private island RelaxAway, Half Moon Cay, a quiet sanctuary known for its white-sand beaches.

Clients who book select cruises between June 5 and July 31, 2025 can save up to 40% off and receive free prepaid gratuities, free fares for kids (third and fourth guests ages 18 and under traveling in the same cabin), and 50% reduced deposits. Applicable sailings depart from Fall 2025 through Spring 2026 and include sailings ranging from one to 56 days. Sailings include getaways to the Caribbean, Mexico, Panama Canal and Holiday cruises.

Guests also can explore Asia, Australia/New Zealand, the South Pacific/Tahiti, Hawaii, South America/Antarctica and Pacific Coast with Travel By Sea.