Holland America adds 2nd Signiture Class Ship

Holland America will expand its Signature Class with a second ship to enter service in the fall of 2010, the line's executives told top producing agents on the Centurion Cruise aboard the Oosterdam.
HAL's first Signature Class ship, the Eurodam, will enter service in July 2008 with a series of cruises in Europe to be followed in the in the fall by Canada/New England sailings and Caribbean cruises in 2009.
Holland America executive vice president of marketing, sales and guest programs Rick Meadows announced that the two Signature Class ships represent an investment of $450 million each.
Meadows said the line has not made a commitment to add any additional Signature Class ships to the two already announced, but would not rule out an expansion for more in the future.
The newbuilds reflect the line's intensified marketing effort to attract a broader range of passengers, an effort that also includes more exotic ports and more diversified presentations in dining rooms and staterooms.
The new Signature Class ships will offer a new alternative Italian restaurant, new Asian restaurant called Tamarind and new Asian lounge named Silk Den.
"The addition of the two Signature Class ships will increase Holland America's capacity by 22%," said Meadows, noting Holland America next year will celebrate its 135th anniversary as a company.
The expansion of the Signature Class represents just part of an aggressive marketing program to widen Holland America's appeal to a broad age group of passengers, as well as also to upgrade and intensify cruise itineraries and the ability of passengers to create their own vacations, Meadows told the Centurion agents.
"Our goal is to enable passengers to sculpt their own vacations," he said.
"They can come on board for a very competitive market price and if they wish, they can upgrade the cabins, dining and shore tours to create the experience that they want."
Meadows added, "We believe this is a very successful formula to attract more passengers as we increase our capacity."
New Shore Excursion Program
One new element, a restructured shore excursion program, was introduced by Paul Allen, vice president of sales.

Holland America is introducing four new tour categories:

• Medallion Collection: This offers unique opportunities for behind-the-scenes experiences at well-known destinations that the line has not offered before.
• Encore Collection: This is designed to offer unusual angles and inside stories in unique land tours that passengers have not seen before.
• World Wonders Collection: This specializes in treasurers, marvels and the wonders of the world for passengers who seek to know more about the most important sites that Holland America offers on its tours.
• Signature Collection: This is the top of the line "Personally Yours" concept in which passengers can contact HAL before a cruise and request a very specialized tour. HAL will attempt to make the requested arrangements.

Meadows and Allen called one of the Signature Class cabin upgrades, in Category SS, the "marriage saver cabin." Smiling, Allen described the upgraded cabin as being perfect for couples, especially on longer trips. The cabin offers two sinks, separate shower and bath, larger veranda and extensive closet space. "We may joke about it, but it definitely does make a difference, especially on extended cruises."
Holland America has also been teaming up with Food and Wine magazine for a broad range of invited celebrity chefs - a program that the executives described as extremely successful in attracting future bookings, including agency groups.
Meadows said the line will also introduce five new production shows in 2008 as they seek to broaden their appeal to a wider audience.