Holland America launches a unique ‘Refreshingly Free’ Campaign for Caribbean Cruising

Holland America Line has launched a new marketing initiative that is grabbing eyeballs. Called “Refreshingly Free”, it targets the Caribbean market by emphasizing what it doesn’t offer: amusement parks, roller coasters, and oversized crowds. Instead, the campaign underscores the line’s focus on relaxed, premium experiences aboard mid-sized ships.

Introduced earlier this month, the “Refreshingly Free” campaign stems from research and guest feedback, explained Kacy Cole, Holland America’s Chief Marketing Officer, during a press conference. “As we start to go to market and think about how we want to communicate to guests, we really discovered an opportunity,” she said.

“We found that there are a lot of travelers who look at Caribbean cruising and don’t really want the amusement park-like experience,” Cole continued. “They are looking for service, relaxation and cultural enrichment,” she added, highlighting a rising demand for cruises that prioritize calm, personalized service, and cultural immersion over high-energy thrills.

“Guests also expressed some dissatisfaction with oversized ships, citing issues with overcrowding, long lines, etc.,” Cole noted. The campaign positions Holland America’s vessels as “a real alternative for people to invest in and get excited about,” she explained. “We really want to own differentiation. In putting this campaign together, we’re thinking about this idea of refreshingly free.”

Cole pointed out that the Caribbean is typically dominated by short and weeklong cruises on large ships. “That’s really not what we’re known for,” she said. “Holland America has been a trusted brand for more than 150 years, perfecting the art of leisurely travel. No water parks, no roller coasters, no amusement parks at sea.”

Tied to the “Savor the Journey” slogan, Cole emphasized an alternative to typical Caribbean cruises with “experiences too good to hurry through.” “That introduces ‘Refreshingly Free.’ It’s the idea that, from what you typically expect of the Caribbean, we are a little different.”

Cole highlighted the mid-sized nature of Holland America’s fleet, carrying about 50 percent fewer passengers than other Caribbean cruise ships, with a 1:2 crew-to-guest ratio. Campaign materials spotlight this, noting ships are “refreshingly free” of 2,000 extra guests. “We are really creating an experience in the Caribbean where you can unwind and be taken care of with our long tradition of genuine service,” Cole said.

The campaign is a differentiator and rests on three pillars: relaxed onboard experiences, the smaller average size of the fleet, and unique culinary offerings. Cole called the Fresh Fish and Destination Dining Programs “huge differentiators,” showcasing fresh, regional ingredients and flavors. “The idea is really to connect the things that we aren’t and how that’s actually a really strong differentiator for Holland America and the Caribbean.”