Who are Holland America's target market?

[ren0312]

Who is particular is Holland America line targeting? I mean looking at their ships I can see the benefits of adding water slides and rock climbing walls. The kids  had tag along with their parents and grandparents would certainly find it enjoyable. And middle ages people might even find it to be a good addition

[navybankerteacher]

Holland America used to have a target market - the more mature, somewhat more upscale traveler willing to pay a bit more for superior food, service, good music and reasonable entertainment - on classic-appearing, small ships.  For some reason, Carnival Corp. wanted HAL to compete with their other brands so they changed their focus.   It has been stated that their over-60’s market was dying off - but they may have not noticed that there is a continuing supply of over-60’s in the pipeline.

[cruisemom42]

Their target market is those who don't see the appeal of rock walls or water slides.

[puppycanducruise]

I cruise on Holland America.

I do not want rock climbing walls or water slides.

[Roz]

I'm not sure HAL knows.

[George C]

Definitely older cruisers who do not want mega ships . 

[Roz]

2 hours ago, navybankerteacher said:

It has been stated that their over-60’s market was dying off - but they may have not noticed that there is a continuing supply of over-60’s in the pipeline.

 

There is a continuing supply of over 60s, but what each generation of over 60s want is different - there's the rub.

[MCC retired]

Target guests may be those who wish to cruise experiences  aboard ships that more closely resemble what cruising use to be like   without the amusement park onboard ?

[thinfool]

HAL offers a plethora of long, sometimes unusual sailings that are often 14 days or more.

This automatically limits the demographic that they can serve.  Lack of water slides, rock walls, etc is merely a feature of their demographics.

We were on the Z'dam a couple of years ago for a 10 night Caribbean itinerary...obviously HAL had been alert to the changing tastes of their guests...during a rocking good time in the main theater I looked at my wife and said, "Are you sure we are on HAL?"  It was great!

Sadly the powers of HAL seem to have left off this adjustment and so things seem to be more sedate and boring.  We still sail HAL, but it is definitely for the itinerary, not the onboard offerings.

[iancal]

Don't know.  They have certainly not been doing anything to attract us (in our late 60's) over the past few years.  Other than the ships and the itinerary there does not seem much difference between the mass market lines. 

 

We certainly do not view HAL as premium when it comes to food, service, etc.   We feel the same about Princess and Celebrity.

Edited April 23, 2020 by iancal

[Cruzaholic41]

9 hours ago, ren0312 said:

Who is particular is Holland America line targeting? I mean looking at their ships I can see the benefits of adding water slides and rock climbing walls. The kids  had tag along with their parents and grandparents would certainly find it enjoyable. And middle ages people might even find it to be a good addition

Waterslides and rock walls do not belong on HAL. The vast majority of their cruisers are elderly. Charging stations for scooters are much more appealing. 

[iancal]

HAL started to loose us a few years ago when other competing cruise lines changed their balcony and casino smoking regulations.  At that time, when it came down to a draw between another cruise line and HAL, DW would always select Princess or Celebrity because of that difference.     It carried on from there even though HAL changed a few years later.

 

Now it is the demographics.  We do not want to be on a ship that mostly has oldies like ourselves.    We prefer a mixed demographic, including children.

Edited April 23, 2020 by iancal

[davekathy]

4 hours ago, puppycanducruise said:

I cruise on Holland America.

I do not want rock climbing walls or water slides.

Agree, even though we've only cruised once with HAL and that was in 2001.  We mainly now only cruise with RC and Celebrity. Prefer Celebrity based on no amusement park options and their no inside smoking policy including on balconies. But some of RCs evening entertainment is better than Celebrity's.  

Edited April 23, 2020 by davekathy

[George C]

I like the lack of children on Hal, but entertainment is just so so and nothing passed midnight, celebrity entertainment is not much better, but love celebrity suite perks . I think food is same as Princess or Celebrity or RCCL , celebrity other edge is it’s mostly non smoking. Agree rccl has best entertainment.

[Aquahound]

10 hours ago, ren0312 said:

Who is particular is Holland America line targeting? I mean looking at their ships I can see the benefits of adding water slides and rock climbing walls. The kids  had tag along with their parents and grandparents would certainly find it enjoyable. And middle ages people might even find it to be a good addition

 

This is a curious post.  What made you look at HAL specifically and think about the addition of waterslides and rock walls?  I could see maybe Princess adding these features because their onboard vibe is a little more energetic, but HAL?  No way.  

 

As far as who they are targeting...that is a great question.  I have no idea.  My opinion after my last cruise with them was they were trying to be a mass market version of an expeditionary line.  They eliminated cruise directors and the person who replaced that position gives regular destination lectures.....and those destination lectures are some of the main evening entertainment in the main theater.  It's kind of a confused feeling on board.  

 

Either way, the audience is still quite old.  In my mid 40s, I'm easily the kid on board those ships.  

Edited April 23, 2020 by Aquahound

[iancal]

We did an RCI cruise that had a skating rink.  Enjoyed the show.  It also had rock climbing.   Did not bother us in the least. It is not an amenity that we are interested in.  Every day for 20 days we sat in the Diamond lounge or lounge balcony in the AM and the late afternoon.  The climbing rock was very close by. Never once saw anyone on it.  These amenities certainly did not stop us from booking.  The atmosphere on the ship was very much like we experience with Celebrity or HAL.  One huge difference.......the entertainment was so much better in all respects.  Lots of activity in the various venues until past midnight.

 

We have a list of cruise lines that we have not experienced yet but would like to.  MSC, Azamara, Oceania, Costa, etc. 

Edited April 23, 2020 by iancal

[JimnKaren]

Among the reasons we cruise HAL is the selection of itineraries. Very few 7 or 10 day trips. Those are the type that will draw younger folks. Older folks have the time to travel longer cruises, thus fewer people under 30 (and their kids).

We rarely cruise less than 21 days, that eliminates most of the folks who have kids who might want to climb a wall. Those families just don't have that number of days of vacation.

As to entertainment...we don't cruise to smile in a showroom. We cruise for the experience of getting to new places without flying too often. We listen to music in different venues. Comedy late night? Catch that on the boob tube! Dancing and singing can be found at our local amateur theatres.

Jim

[lenquixote66]

6 hours ago, puppycanducruise said:

I cruise on Holland America.

I do not want rock climbing walls or water slides.

I agree ,totally

[DaveSJ711]

Old, older, and really really old.

[calebandjess]

I don’t think it can be assumed that only an older demographic will have HAL appeal to them. I’ll be 32 on my next cruise and am excited for a more relaxed and refined experience than we’ve had on other lines. We’ll be sans kids this next time, so what we want for an adults-only cruise is definitely different than when our kids are with us. 

[DaveSJ711]

4 minutes ago, calebandjess said:

I don’t think it can be assumed that only an older demographic will have HAL appeal to them. I’ll be 32 on my next cruise and am excited for a more relaxed and refined experience than we’ve had on other lines. We’ll be sans kids this next time, so what we want for an adults-only cruise is definitely different than when our kids are with us. 

 

Great!  Just by yourself, you'll lower the average age by several years.

[iancal]

For us there are positive and negatives to any of the mass market cruise line.  HAL is no different.

 

Bottom line, if the ship, the itinerary, and the price was right we would book a HAL cruise in a heartbeat.  We feel the same about Princess and Celebrity.   More similarities than differences.

 

Don't ask me what HAL's target market or their marketing thrust seems to be.  I keep seeing contradictions in marketing.    We sense lots of confusion there but really, who cares as long as the selected cruise experience is good.

Edited April 23, 2020 by iancal

[oaktreerb]

I like a ship that feels and looks like a ship.  The Liberty of the Seas felt plastic to me, small shower enclosure and banging divider on balcony at night, service carts in the hallway all the time, and a crowded interior (main street).  HAL ships feel sturdy and the staff is always smiling and always eager to say hello and give assistance.  The ships never feel crowded except for the buffet but the RCI ship was worse with everybody serving themselves.   I thought HAL was going to do more “destination” centered cruising for adults but not so sure anymore.   HAL is good for multigenerational cruising...parents, kids, and grandkids....not so great for young families.

[SumoCitrus]

8 hours ago, navybankerteacher said:

there is a continuing supply of over-60’s in the pipeline.

 

 

Can confirm. 40 here.

[DFD1]

I think their target is that group of travelers who appreciate value....the better cruise experience for the amount of money paid, including such things as smaller ships, more space per passenger, and at least a tiny bit of refinement.

 

We've cruised for too many years and almost a dozen cruise lines. We go back to HAL because we feel it is a better value.

 

Younger people, excitement seekers, night-owls and the like probably consider cruise lines who provide those things a better value...and it would be....for them.