Everything You Need to Know About Holland America as a Travel Agent 2025
If you've been wondering how to make serious money selling premium cruises, Holland America Line might just be your ticket to bigger commissions and happier clients. This isn't your average cruise line, and that's exactly why smart travel agents are adding it to their portfolio right now!
Think about it – while everyone's chasing the same mass-market cruise sales, there's this whole segment of travelers who want something more refined, more cultural, and willing to pay for it. That's where Holland America comes in, and that's where you can really shine as an agent!
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What Makes Holland America Different from Other Cruise Lines
Holland America isn't trying to be the loudest ship in the harbor. They're the sophisticated choice, and honestly, that's refreshing.
Started way back in 1872 as a Dutch shipping line, they've got 150 years of cruising experience under their belt. That kind of history matters to clients who appreciate tradition mixed with modern luxury. Their ships carry Dutch names, feature authentic Delft blue china in the dining rooms, and you'll spot windmills and tulips in the decor.
Here's what really sets them apart – their fleet of 11 ships is perfectly sized. Not too massive like those 6,000-passenger mega-ships, but big enough to have amazing amenities. We're talking ships that hold between 1,432 to 2,650 guests. That means your clients get the best of both worlds: plenty of dining options and entertainment without feeling like they're stuck in a floating city.
The vibe? Think country club at sea rather than spring break on water. Live music matters here – they've got Lincoln Center Stage performances, a Rolling Stone Lounge, and B.B. King's Blues Club. No waterslides or go-kart tracks though, so manage those expectations.
Understanding the Holland America Fleet
Let me break down their four ship classes so you can match the right vessel to your clients.
Pinnacle Class (The Newest and Biggest)
These are your showstoppers: Rotterdam (2021), Nieuw Statendam (2018), and Koningsdam (2016). At about 99,500 tons carrying 2,650 passengers, they're Holland America's largest ships.
What makes them special? Five specialty restaurants instead of just two, The Retreat (an exclusive outdoor lounge area), family cabins, solo cabins, and ocean-view options. These ships have everything the line learned over decades of cruising.
Signature Class (The Sweet Spot)
Just two ships here: Nieuw Amsterdam (2010) and Eurodam (2008). Around 86,000 tons with roughly 2,100 passengers, they're like the Pinnacle ships' slightly smaller siblings. Still have that covered pool area with the retractable glass magrodome and multiple dining venues.
Vista Class (The Workhorses)
Your biggest selection with four ships: Noordam (2006), Westerdam (2004), Oosterdam (2003), and Zuiderdam (2002). About 82,000 tons carrying around 1,900 guests. Smaller than the newer classes but still packed with amenities. You'll find Pinnacle Grill, Canaletto, and sometimes the Morimoto pop-up restaurant.
R Class (The Intimate Experience)
The smallest and oldest: Zaandam (2000) and Volendam (1999). At just 61,000 tons with 1,432 passengers, these give you that cozy, classic cruise feel. Perfect for clients who want a more intimate experience and access to smaller ports that mega-ships can't reach.
Where Holland America Sails – Destinations That Sell
This is where things get exciting for your sales strategy. Holland America goes everywhere – literally all seven continents.
Alaska (Their Specialty)
Holland America absolutely owns Alaska. They've been sailing there for 75 years, longer than Alaska's been a state. They've got their own hotels and lodges up there, which means you can sell those lucrative cruisetours combining sea and land.
Here's a selling point: they guarantee glacier sightings. If clients don't see at least one glacier, they get a 15% Future Cruise Credit. That's the kind of confidence that closes sales.
Your clients can do the classic 7-day Inside Passage or go big with cruisetours ranging from 10 to 15 days that include Denali National Park, Fairbanks, and even the Yukon Territory.
Europe (Variety Central)
They've got everything from 7-day Norwegian Fjords cruises to 35-night adventures around the British Isles, Iceland, and Norway's Arctic islands. Mediterranean itineraries hit Barcelona, Rome, Florence, Naples – all the classics. Northern Europe? Stockholm, Tallinn, Helsinki, and beautiful Baltic cities.
Caribbean (Their Private Island)
Here's a great selling tool – Holland America owns Half Moon Cay in the Bahamas. Almost every Caribbean cruise stops there, and it's consistently voted the #1 private island. Two miles of pristine beach, that gorgeous half-moon shape, horseback riding in the surf, private cabanas with butler service. It's Instagram gold for your clients.
You can sell everything from quick 3-night getaways to 21-day Southern Caribbean adventures.
Around-the-World Voyages (Commission Jackpot)
This is where you can earn those five-figure commissions. Holland America does epic world cruises – we're talking 100+ days circumnavigating the globe. They also do full South America circumnavigations and those "pole-to-pole" adventures.
Got clients with time and money? Plant these seeds early.
Panama Canal, Asia, Australia, New Zealand
More options mean more sales opportunities. They've got dozens of Panama Canal transits annually. Asia itineraries, Australia and New Zealand explorations – basically if there's water there, Holland America probably sails it.
Commission Structure – Let's Talk Money
Here's what you really want to know: Holland America typically pays between 10% to 20% commission depending on booking type and volume.
The base commission usually sits around 15% to 16%. But here's where it gets better – if you're with a host agency like Vacation Lab or Gateway Travel, you can see commission splits of 70% to 80%. That means on a $3,200 commissionable cruise booking at 16% base commission with an 80% split, you're taking home $410.
Suite bookings often hit that higher commission tier. A $5,300 commissionable suite booking at 16% base with 80% split? You just made $679.
When Do You Get Paid?
Holland America pays commission 7 to 10 days after final payment is received. They're one of the lines committed to ASTA's payment standards, which means reliable, consistent payouts.
CLIA Members Get Extra
If you're a CLIA Affiliate member, you can snag a $50 bonus commission per stateroom for oceanview or higher categories.
NCFs (Non-Commissionable Fees)
Like all cruise lines, not everything is commissionable. Port fees, taxes, and certain charges get deducted. Always calculate the commissionable portion, not the total cruise fare.
Training and Resources – Becoming a Holland America Expert
You can't sell what you don't know, and Holland America gets that. They've built an entire academy to turn you into an expert.
Holland America Line Academy
This is your main training platform at GoHAL.com. It's got three reward levels: Silver, Gold, and Platinum.
To hit Silver level, complete all four Core Courses. You'll earn:
A diploma and graduate lapel pin
Luggage tag
$50 shipboard credit for Travel Professional Appreciation cruises or full-fare bookings
10 CLIA credits toward your ACC or MCC
12 ACTA credits if you're Canadian
Keep going with specialist courses. Two specialist courses plus the core gets you Gold. Three specialist courses? That's Platinum. The more you complete, the more credits you rack up (16 total for Gold, 25 for Platinum).
What You'll Learn
The courses cover everything from ship classes and destinations to what sets Holland America apart from competitors. There's even a Northern Europe specialist course and Alaska-specific training.
FAM Trips and Travel Agent Rates
Want to experience Holland America firsthand? You'll need to complete those four Core Courses first – that's the prerequisite for any FAM opportunity.
Work with your Business Development Manager to create a sales strategy, and express your interest in FAM trips. They don't have a specific sales threshold; it's about being an active partner.
Travel Agent Appreciation Fares get posted on OneSource.com. You'll also get emails when new opportunities drop. These discounted rates let you sail at a fraction of regular prices so you can speak from experience.
The OneSource Booking Platform
OneSource is your one-stop shop for booking Holland America (plus Carnival, Princess, Seabourn, and Cunard).
Once you're registered and approved as an agency, you've got access to:
Best-in-class booking tools
Real-time availability and pricing
The Holland America Navigator Mobile App guide for your clients
Training resources
FAM trip postings
Group booking tools
You can create bookings, add promotional codes, manage client information, and handle everything from shore excursions to suite upgrades.
Understanding Holland America Packages
Have It All Premium Package
This is Holland America's best-value bundle, and it's your easiest upsell. Available on cruises 6 days or longer, it includes:
Shore Excursion Credit: $100 per person (6-9 days), $200 (10-20 days), or $300 (21+ days)
Beverage Package: The signature drinks package
Specialty Dining: Access to their premium restaurants
Wi-Fi: For the first two guests in the stateroom
The beauty? You earn commission on the entire package. It typically costs $60 per person per day to add to an existing booking. But when someone books it upfront, it's already factored into the commissionable fare.
Club Orange
This is Holland America's premium program for suite guests or available for purchase on select sailings. Perks include:
Priority embarkation and disembarkation
Exclusive restaurant or dedicated seating in the main dining room
Concierge service
Special events
Upgraded stateroom amenities
Great upsell for clients who want VIP treatment without booking the most expensive suite.
Mariner Society Loyalty Program – Your Retention Tool
Every Holland America guest automatically joins the Mariner Society after their first cruise. This is pure gold for repeat bookings.
How It Works
Guests earn "Cruise Day" credits based on days sailed. Suite passengers get double points, and there's a bonus credit for every $300 spent onboard (max one credit per day). Alaska cruisetour days count too.
The Five Tiers
Star Mariner (after one cruise): Cocktail voucher, onboard gift, up to $400 OBC for early booking within 90 days of season launch
2-Star Mariner (30-74 cruise days): Everything above plus loyalty pin, 50% off kids' fares on select sailings, discounts at shophollandamerica.com
3-Star Mariner (75-199 cruise days): Adds priority tender boarding, free wine tasting, 15% discount on logo clothing, spa treatment discounts
4-Star Mariner (200-499 cruise days): Free kids' fares, 50% off specialty restaurants and specialty coffees, 50% off wine packages and minibar, free laundry and pressing, priority check-in
5-Star Mariner (500+ cruise days): Everything above plus $30 internet credit, two free specialty dining surcharges, complimentary spa day pass
Why This Matters to You
These perks don't reset annually – status is for life. That means your clients keep accumulating benefits, which makes rebooking easier. Mention these perks when you're closing the sale, especially that early booking OBC available to all members.
Selling Points – What to Emphasize With Clients
The Food Experience
Holland America takes dining seriously. The main Dining Room offers multi-course meals with classic preparations, regional cuisine, and vegetarian options. Clients can choose traditional set dining times (5:00 PM and 7:30 PM) or flexible open seating (5:15 PM to 9:00 PM).
Specialty restaurants include:
Pinnacle Grill: Their signature steakhouse with Double R Ranch Beef
Canaletto: Relaxed Italian dining
Tamarind: Pan-Asian cuisine (on select ships)
Rudi's Sel De Mer: French seafood with modern twists
Morimoto by Sea: Celebrity chef pop-up sushi experience
Their Global Fresh Fish Program sources 80 types of fresh fish directly from local suppliers at each destination. That's a fantastic talking point for foodie clients.
Included Amenities
All staterooms come with:
Complimentary 24-hour room service (mostly)
Daily housekeeping with nightly turndown
Mariner's Dream beds with pillow-top mattresses
Fresh fruit
Elemis toiletries and bathrobes
Shoeshine service
Generous storage space
Verandahs on most oceanview cabins
Entertainment and Enrichment
This is where Holland America shines for the right clientele:
Lincoln Center Stage classical performances
Billboard Onboard piano bar
B.B. King's Blues Club
Rolling Stone Lounge (expanding to more ships)
BBC Earth programming with live string quartets
Explorations Café powered by The New York Times
America's Test Kitchen cooking demos
O, The Oprah Magazine partnership for enrichment activities
Digital Workshop powered by Windows
In Alaska, National Park Rangers and wildlife experts board to give presentations and commentary as you cruise through Glacier Bay.
Service Standards
Holland America consistently wins awards for service. They received the 2023 Cruise Critic Editor's Picks Best Service Award. Staff longevity is high, which means experienced crew who remember returning guests.
Who Cruises Holland America – Your Target Market
Understanding who books Holland America helps you market smarter.
Age Demographics
The average passenger skews 50+ to 60+. Shorter cruises attract a broader age range, but expect the majority to be retirees or near-retirement. On longer cruises (14+ days), you're looking at 70% to 85% of guests being 60+.
But here's the thing – Holland America doesn't market to age, they market to mindset. They're attracting travelers who want:
Refined experiences over party atmospheres
Cultural enrichment over waterslides
Fine dining and live music over nightclub scenes
Destination immersion over ship-centric activities
Psychographics Over Demographics
Holland America calls this their "psychographics" approach. They're targeting people who value:
Quality food and wine
Classical entertainment and live music
Learning about destinations
Quiet spaces for reading and relaxation
Sophisticated decor and art
Longer, more immersive itineraries
You'll definitely see families during school breaks and multi-generational groups, but children's programs exist without being the focus.
Who Won't Be Happy
Set expectations properly. Holland America isn't right for clients seeking:
High-energy party cruises
Extensive kids' programs and activities
Waterslides, rock walls, and thrill attractions
24/7 nightlife and club scenes
Quick weekend party getaways
Holland America vs. The Competition
Help your clients understand where Holland America fits in the premium cruise landscape.
vs. Royal Caribbean
Royal Caribbean is bigger, bolder, and younger. Their ships dwarf Holland America's, with the largest holding 5,610+ passengers. Royal has water slides, rock climbing, ice skating, surf simulators, and those massive WOW factors.
Holland America is quieter, more refined, focused on dining and cultural experiences. Generally lower prices than Royal Caribbean on comparable sailings. Different crowds entirely.
vs. Celebrity Cruises
Much closer comparison. Both are premium lines with sophisticated atmospheres and excellent service. Celebrity tends to have more modern, contemporary design while Holland America leans classic and traditional.
Celebrity has a slightly younger demographic overall. Holland America focuses more on live music and enrichment, Celebrity on modern luxury and spa experiences. Both excellent choices for the same client depending on their style preference.
vs. Princess Cruises
Princess and Holland America are sister companies, so there's overlap. Princess casts a wider net with more family appeal while Holland America is more focused on mature travelers.
Princess has more contemporary entertainment and broader activities. Holland America emphasizes classic experiences, longer itineraries, and cultural programming. Both have excellent food, but Holland America's culinary program edges ahead for serious foodies.
Price points are comparable, though Holland America often comes in slightly lower.
vs. Norwegian Cruise Line
Norwegian's Freestyle Cruising is all about flexibility and casual vibes. Holland America maintains more traditional cruise structure with set dining times (though flexible options exist).
Norwegian attracts younger crowds and families. Holland America targets mature travelers. Norwegian has go-karts, water parks, and high-energy entertainment. Holland America has piano bars, classical music, and cultural talks.
The Sweet Spot
Position Holland America between mainstream lines (Carnival, Royal Caribbean, Norwegian) and luxury lines (Regent, Silversea, Seabourn). They're premium without being pretentious, sophisticated without being stuffy.
Groups and Weddings – The GAP Program
Group bookings can significantly boost your bottom line, and Holland America's Group Advantage Program (GAP) makes it attractive.
How GAP Works
Small Groups (Connections Program): 24 or fewer guests get tour conductor berths for every 10 berths (up to two free berths), plus 2 extra GAP points
Standard Groups: 16 to 32 beds
Large Groups: 32+ beds
GAP Menu Amenities
You earn GAP points to redeem for amenities your group will love:
Shore excursion credits ($25 or $50 per person)
Bonus commission ($25 or $50 per person)
Pinnacle Grill lunch or dinner
Canaletto or Tamarind dinner
Wine tastings and wine cellar selections
Cocktail parties with hot hors d'oeuvres
Sparkling wine and strawberries in staterooms
Photo credits
Priority boarding
Special Group Packages
Family Reunion Groups (8+ staterooms):
Free within-category upgrade for family head
$25 onboard credit per person
Pinnacle Grill lunch for all family members
$20 photo credit per stateroom
Wedding Groups (8+ staterooms):
Free within-category upgrade for wedding couple
Complimentary wedding cake (up to 16 guests)
Pinnacle Grill lunch per guest
Chocolate-dipped strawberries and sparkling wine in each stateroom
Private wine tasting with wine cellar selections
Culinary Groups (15+ guests):
One wine tasting on 7-day cruises
Two wine tastings on 10+ day cruises
Wine from cellar or bring your own without corkage fees
Tour Conductor Benefits
Standard groups earn one tour conductor berth for every 15 paid guests. But with the Connections program, you get that benefit at just 10 paid guests. Tour conductor berths are free, which can be used for yourself, gifted to the group organizer, or applied as a value-add.
Common Questions Your Clients Will Ask
"Is Holland America only for old people?"
Address this head-on. The average age is 50+, yes, but Holland America markets to mindset, not age. Plenty of younger travelers choose Holland America specifically because they don't want a party ship or crying kids everywhere. Position it as sophisticated travel for people who value culture and quality over age-specific activities.
"Do we need a travel agent or can we book direct?"
Here's your value pitch: It doesn't cost clients any more to book through you – commission comes from the cruise line, not the client's pocket. You provide expertise they can't get from a website: matching the right ship, cabin location, upselling packages that actually make sense, handling issues if something goes wrong, and insider knowledge about which sailings offer the best value.
Plus, working with a travel agent often gets clients additional perks, onboard credits, or cabin upgrades that aren't advertised online.
"What's the difference between a Personal Cruise Consultant and a travel agent?"
Personal Cruise Consultants (PCCs) are Holland America employees who help with bookings. They're salaried/commission and work for the cruise line's best interest.
You're an independent travel agent who can recommend any cruise line and find the best deal for your client's needs. You provide unbiased advice and can fight for clients when issues arise. PCCs won't tell clients about better deals on other lines; you will.
Some clients have had frustrating experiences with PCCs (language barriers, unhelpful service, too busy). Position yourself as the better alternative with personalized service.
"Can we still use you if we've already booked?"
Holland America allows booking transfers within 60 days of booking, as long as it's not paid in full. You can often provide better service, reprice if fares drop, and offer ongoing support.
"What's included in the cruise fare?"
Be crystal clear about what's included vs. not included:
Included:
All meals in main Dining Room and Lido buffet
Room service (mostly complimentary)
Pool areas and hot tubs
Fitness center and jogging track
Entertainment and shows
Kids programs
Daily housekeeping with turndown
Not Included (Extra Cost):
Specialty restaurants
Alcoholic beverages and specialty coffees
Shore excursions
Spa treatments
Wi-Fi
Gratuities
Casino and shopping purchases
Photos
This is where the Have It All package makes sense – bundle these extras at a discount.
"How casual or formal is it?"
Holland America has moved away from strict formal nights but maintains a certain elegance. Generally:
Formal/Gala Nights: 1-2 per week depending on cruise length (suits, cocktail dresses, but not mandatory)
Smart Casual: Most evenings (slacks, collared shirts, nice dresses)
Casual: Daytime and some dining venues (no swimwear in main dining room, no tank tops for men at dinner)
Way more relaxed than it used to be, but not as casual as Carnival or Norwegian.
"What about internet?"
Holland America has upgraded their internet significantly. Wi-Fi packages are available for purchase, or included with Have It All premium package. Service is reliable even in Alaska and remote areas.
The Navigator App works well onboard for viewing activities, making reservations, ordering room service, and managing your account.
"Can we see the ship before we book?"
Encourage virtual ship tours on hollandamerica.com. Better yet, if they're near a departure port on embarkation day, many ships allow visitors (with prior arrangement). And definitely pitch those FAM trips for yourself so you can speak from personal experience.
Tips for Selling Holland America Successfully
Match the Product to the Client
Holland America isn't for everyone, and that's okay. Before pitching it, ask:
What's your ideal vacation pace? (Fast or relaxed)
What matters most? (Activities vs. destinations)
Previous cruise experience? (If they loved Carnival, they might hate HAL)
Entertainment preferences? (Piano bars vs. DJ dance parties)
Dining style? (Multi-course meals vs. quick buffet eating)
Leverage Social Media
Share client photos from their Holland America cruises. Post about Half Moon Cay, Alaska glaciers, European ports. Show the experience, not just ship features.
Use visuals heavily – Instagram and Facebook are perfect for cruise marketing. Share behind-the-scenes tidbits about your own Holland America training or FAM experiences.
Build Relationships with Your BDM
Your Business Development Manager is your direct line to FAMs, sales strategies, marketing materials, and special offers. Introduce yourself, share your sales goals, and ask how they can support you.
Work with them on marketing plans for local events, group sales, or niche markets. The agents with the strongest BDM relationships get first access to FAM trips and special incentives.
Focus on Alaska
This is Holland America's bread and butter. They have more experience, better itineraries, their own lodges, and that glacier guarantee. If you're marketing Alaska cruises at all, Holland America should be your go-to recommendation.
Consider hosting an "On Stage Alaska" event where Holland America provides an interactive presentation for 50+ of your clients. Free marketing support that generates bookings.
Upsell Strategically
Don't just book the cruise and walk away. Layer in:
Cabin upgrades (verandah vs. inside)
Have It All package
Pre-cruise hotel stays
Post-cruise land tours
Travel insurance
Shore excursions (private tours, not just standard)
Onboard credits
Beverage packages if not buying Have It All
Spa packages
Each addition increases your commission and enhances their experience. Frame it as investment in their vacation, not extras.
Plant Seeds for World Voyages Early
Got wealthy clients who travel extensively? Mention those 100+ day world cruises early. Plant the idea casually. These bookings can generate $15,000+ in commission with insurance added.
Look for clients who've already upgraded from premium to deluxe cruises, travel expensively, and have time flexibility. They're your world cruise prospects.
Highlight What Competitors Don't Have
Half Moon Cay (their private island)
150 years of cruising heritage
Consistently rated #1 for service
Most Alaska experience
Best live music program across the fleet
Global Fresh Fish Program
Access to smaller ports that mega-ships can't reach
Stay Updated
Holland America introduces new features regularly – new entertainment partnerships, menu additions, itinerary changes. Keep current through their email updates, training modules, and BDM communications.
Complete those ongoing specialist courses to stay sharp and earn more CLIA credits.
Follow Up and Build Loyalty
Call past clients before they re-book. That "four before 12" strategy works – call four people before noon just to connect. Stay top of mind.
Remember: cruise passengers often book their next sailing before they even disembark. If you booked their first Holland America cruise, you should get commission on the next one with minimal work. Stay in touch.
Resources at Your Fingertips
Main Websites
GoHAL.com: Your agent portal for everything
OneSourceCruises.com: Booking platform
HollandAmerica.com: Client-facing site
Training
Holland America Line Academy: Four core courses, 12+ specialist courses
CLIA Cruise360 events: Networking and education
Webinars and regional sales events
Contact
Travel Agency Desk: 800-424-3681
Travel Agent Appreciation Fares: Family_and_Friends@HollandAmerica.com
BDM: Your assigned Business Development Manager
Tools
Polar Online booking system through OneSource
Holland America Navigator App (for your clients)
Group Advantage Program (GAP) resources
Marketing materials through your BDM
Frequently Asked Questions
How much commission do travel agents make on Holland America bookings?
Travel agents typically earn 10% to 20% commission on Holland America bookings, with the base rate usually around 15% to 16%. Host agencies often offer 70% to 80% commission splits, and CLIA members can earn an additional $50 bonus per oceanview stateroom or higher. Commission is paid 7 to 10 days after final payment.
Do I need special training to sell Holland America cruises?
While not required, completing the Holland America Line Academy training gives you significant advantages. The four core courses earn you Silver status, $50 onboard credit, 10 CLIA credits, and access to FAM trips. Training is free through GoHAL.com and takes just a few hours to complete.
What makes Holland America different from Carnival or Royal Caribbean?
Holland America targets a more mature demographic seeking refined experiences, cultural enrichment, and classic elegance. They have smaller ships (1,432 to 2,650 guests), focus on fine dining and live music, and offer longer destination-focused itineraries. No waterslides or high-energy entertainment – think country club atmosphere versus theme park at sea.
What's the typical age of Holland America passengers?
The average passenger is 50+ with many in the 60+ range, especially on longer cruises. However, Holland America markets to mindset rather than age, attracting travelers who value sophistication, culture, and relaxation over activities and party atmospheres. Shorter cruises see broader age ranges including families.
How do I access FAM trips with Holland America?
Complete all four core courses in the Holland America Line Academy first – that's the prerequisite for FAM eligibility. Work with your Business Development Manager to develop a sales strategy and express interest in FAMs. There's no specific sales threshold; they're looking for active partners. Check OneSource.com for posted FAM opportunities.
What's included in Holland America's Have It All package?
The Have It All premium package bundles shore excursion credits ($100-$300 per person depending on cruise length), beverage package, specialty dining, and Wi-Fi for the first two guests. Available on cruises 6+ days, it costs $60 per person per day when added to existing bookings. Travel agents earn commission on the total package price.
Can I transfer an existing booking to my agency?
Yes, if the booking was made within the last 60 days and is not yet paid in full. Contact Holland America to request the transfer. This lets you service clients who booked direct but now want travel agent support for repricing, changes, and ongoing assistance.
What destinations does Holland America specialize in?
Alaska is their flagship destination with 75+ years of experience, their own lodges, and a glacier guarantee. They also excel in Europe (Mediterranean, Northern Europe, Norwegian Fjords), Caribbean (with their private island Half Moon Cay), and around-the-world voyages. They sail all seven continents with over 500 itineraries.
How does the Mariner Society loyalty program work?
Guests automatically enroll after their first cruise and earn Cruise Day credits based on days sailed. Suite guests get double points, plus bonus credits for onboard spending. Five tiers (Star through 5-Star) unlock progressively better perks including onboard credits, free specialty dining, priority boarding, free laundry, and spa passes. Status is lifetime – never resets.
What's the Group Advantage Program (GAP)?
GAP offers tour conductor berths and amenity points for group bookings. Small groups (24 or fewer) get tour conductor berths for every 10 paid guests through the Connections program. Earn points to redeem for specialty dining, shore excursion credits, bonus commissions, wine tastings, cocktail parties, and more. Special packages exist for weddings, family reunions, and culinary groups.
How does Holland America compare to Celebrity and Princess?
All three are premium lines with quality service and food. Celebrity skews slightly younger with contemporary design; Holland America is more classic and traditional. Princess (Holland America's sister line) casts a wider net with more family appeal, while Holland America focuses on mature travelers. Holland America emphasizes live music and cultural programming most strongly.
What's the best Holland America ship class for first-time clients?
The Pinnacle Class (Rotterdam, Nieuw Statendam, Koningsdam) offers the newest ships with the most amenities, including five specialty restaurants and modern features. For a more intimate experience, the R Class (Volendam, Zaandam) provides cozy, classic cruising with access to smaller ports. Vista Class (Noordam, Westerdam, Oosterdam, Zuiderdam) is the middle ground with four ships offering solid amenities at competitive prices.
How do I register as a Holland America travel agent?
Visit OneSource.com to register your agency. You'll need to provide your agency credentials, IATAN or CLIA number, and business information. Once approved, you gain access to booking tools, training resources, and FAM opportunities. Then complete the Holland America Line Academy core courses at GoHAL.com to unlock additional benefits.
What should I tell clients about dining options?
Main Dining Room meals are included with flexible or traditional seating times. Specialty restaurants cost extra but offer elevated experiences: Pinnacle Grill (steakhouse), Canaletto (Italian), Tamarind (Pan-Asian), Rudi's Sel De Mer (French seafood), and Morimoto (sushi). The Global Fresh Fish Program sources 80 types of fresh fish from local suppliers at each destination. Lido buffet, poolside grills, and 24-hour room service are included.
How do Personal Cruise Consultants differ from travel agents?
Personal Cruise Consultants (PCCs) are salaried Holland America employees. They help with bookings but only promote Holland America products. Independent travel agents can recommend any cruise line, compare prices across multiple suppliers, and provide unbiased advice. Agents often have more flexibility to resolve issues and get clients better deals since they're not tied to a single cruise line.
Wrapping It All Up
Here's the bottom line: Holland America is a solid choice for travel agents who want to serve a specific, lucrative market segment. You're not competing with everyone selling mass-market cruises. You're positioning yourself as the expert for travelers who value quality, culture, and service over crowds and chaos!
The commission structure is competitive, the training is thorough, and the product practically sells itself to the right clients. With 150 years of history, a fleet of beautifully designed ships, and itineraries spanning all seven continents, you've got plenty to work with.
Start by completing those four Holland America Line Academy core courses to unlock your benefits and FAM opportunities. Build a relationship with your BDM. Get out there and experience a ship firsthand when you can. And then match this sophisticated product to clients who'll appreciate what Holland America does best!
The travelers are out there looking for exactly what Holland America offers – they just need you to connect the dots. Focus on Alaska, Europe, and those longer immersive itineraries. Highlight the food, the music, the service, and Half Moon Cay. Explain the value of the Have It All package and Mariner Society benefits.
Most importantly, set proper expectations about what Holland America is and isn't. It's not a floating theme park, and thank goodness for that. It's a refined, elegant way to explore the world with exceptional food, service, and cultural enrichment. For clients who want that experience, there's really no better choice!
Now get out there and start booking some Holland America cruises. Your clients will thank you, and your commission statements will too!
