Holland America Shatters US Booking Record on Black Friday

SEATTLE — Holiday shoppers were not the only ones racing to virtual check-out lines last week. Seattle once again found itself at the center of cruise chatter after Holland America Line revealed that its Black Friday weekend generated the largest three-day booking volume in the company’s U.S. history, according to a press release by Holland America Line.

Black Friday proves golden for cruise demand

The carrier’s revenue team tracks bookings by individual sailings, cabins and passenger segments. Over the traditional four-day shopping window—Thanksgiving through Cyber Monday—the line shattered its previous single-day record and logged its strongest cumulative weekend for U.S. reservations since the brand began keeping digital tabs more than two decades ago. While the company withheld exact figures, executives emphasized that the surge spanned virtually every region it sails, from Alaska and the Caribbean to Europe, Australia and its emerging long-stay “Legendary Voyages.” One noteworthy trend: guests booked earlier and splurged on longer itineraries. The Alaska season, long a bellwether for Holland America, saw a sharp rise in demand for “Have It All” fares, which bundle shore excursions, beverage packages, specialty dining and Wi-Fi. Interest also spiked for Grand Voyages—extended sailings that last several weeks and visit multiple continents—suggesting travelers are ready to commit both time and discretionary income to at-sea experiences.

Why the frenzy now?

Black Friday has morphed into a strategic battleground for cruise lines. After two pandemic-scarred years, operators spent 2022 coaxing passengers back with deep discounts. This year’s approach shifted from fire-sale pricing to value-added offers such as onboard credit, prepaid gratuities or free upgrades. Holland America paired “Have It All” perks with rates that were still noticeably lower than peak-season averages, creating what revenue managers like to call an “irresistible stack.” Company executives pointed to three external tailwinds that likely amplified results:

• Airfare fluctuations: Domestic flight prices moderated this fall, making bundled fly-cruise packages more attractive.
• Strong U.S. dollar: Americans planning Europe cruises found better buying power for shore activities billed in euros or pounds.
• Flexible work policies: Remote and hybrid schedules gave consumers more leeway to consider longer itineraries traditionally limited to retirees.

What travelers booked the most

Bookings data showed several clear winners:

1. Alaska “Dual Glacier” routes that guarantee both Glacier Bay and Hubbard Glacier viewing days.
2. Seven-day Caribbean circuits sailing round-trip from Fort Lauderdale during the winter high season.
3. European cruise-tours, particularly Mediterranean sailings paired with land extensions in Rome or Barcelona.
4. Legendary Voyages, Holland America’s branding for lengthier trips of 25 days or more, including the popular “Australia Circumnavigation.”

“Have It All” keeps winning converts

Cruisers appear increasingly willing to prepay for bundled amenities to avoid onboard sticker shock. The line said uptake of “Have It All” fares grew at a faster clip than base-fare purchases over the weekend blitz. The bundle includes:

• One shore excursion credit per port
• Signature Beverage Package
• Specialty dining in restaurants such as Pinnacle Grill
• Premium Wi-Fi plan

Traveler takeaway

If you covet an Alaska balcony cabin or a Caribbean suite during prime weeks, consider locking in dates sooner rather than later. High-demand sailings now book out six to nine months ahead, and inside cabins often disappear first on Grand Voyages. While flash sales may pop up in January’s “Wave Season,” the best combination of cabin choice and value-add perks tends to appear during Black Friday and Cyber Monday.

Tips for travelers

• Leverage refundable deposits: Holland America typically lets guests cancel or change most sailings up to a stated deadline, preserving flexibility while securing lower rates.
• Use the price-adjustment window: If a fare falls after you book, contact the cruise line or your agent well before final payment; many lines will honor the lower rate.
• Bundle airfare: The company’s FlightEase program occasionally beats third-party portals, especially on international legs where it offers next-day protection if flights delay embarkation.
• Track onboard credit offers: Added perks often cover gratuities or specialty dining, saving $15–$50 per day compared with piecemeal purchasing.
• Consider shoulder season: Early May and late September Alaska cruises cost less and feature fewer crowds while still offering glacier viewing.

Industry implications

Travel advisors say Holland America’s numbers mirror a broader pattern across premium cruise brands. A record Black Friday for one line signals consumers’ growing confidence in committing travel dollars months, even years, before sailing. That confidence allows lines to re-evaluate discount strategies. Instead of slashing base fares, they can emphasize experiential add-ons, higher-tier staterooms and unique itineraries—tactics that ultimately elevate revenue per passenger. The cruise line’s president framed the weekend as a milestone that sets the tone for 2024 sales. “The response from our guests exceeded all expectations,” Gus Antorcha said in the release.

With the Black Friday surge now on the books, Holland America will shift focus to January’s traditional “Wave Season,” when cruise lines unveil packages aimed at early planners. Analysts expect the carrier to lean into its Alaska heritage and to highlight immersive shore excursions—two areas where it holds a competitive edge. For travelers, the lesson is clear: if this holiday’s record numbers are any indication, waiting too long could mean settling for second-choice itineraries or staterooms. — Source: Holland America Line press release