Holland America Line’s new sales strategy is paying dividends for the cruise line which is reporting ‘robust’ Kiwi growth, as visiting senior vice president Rob Coleman leans into the traditions and appeal of a HAL ship.
HAL recently appointed its own sales manager, Belinda Clark, a move Coleman says has proved ‘an absolute game changer’ in the Kiwi market.
Sales are up and Coleman says Clark has been able to leverage her ‘deep trade partnerships’ to further grow the brand’s presence. “There’s a lot of wholesaling and bundling that’s pretty unique to New Zealand, and we’re seeing some great results.”
HAL’s sales to Europe are going ‘particularly well’, while Japan, too, is generating more sales, he says. HAL’s significant (and expanding) Alaska presence is also attracting more Kiwis. Clark says the line’s cruise tours, in particular, have been popular, with agents earning commission on both the land and cruise portions of the tour.
HAL’s revamped ‘Savour The Journey’ tagline celebrates the hallmarks of its traditional Dutch offering, ‘and really talks about how we are the masters of leisure travel’, he adds.
When asked who the target HAL demographic is in 2025 Coleman, who first sailed with the brand as a child, says there’s an easier answer. “It’s about matching the personality and the experience clients want to have versus a particular age in particular…” Coleman says HAL cruisers range from ‘relaxing silvers and explore couples’ to multi-generational groups.
There are 11 medium-sized ships in the fleet ‘and instead of filling them with amusements we’re filling their days with occasions and experience’, he adds. HAL has also seen its solo cruiser sales increase in response to the growing trend.
. . . Agent Rates”
HAL has become easier and easier for agents to sell, adds Coleman. “Our legendary voyages, our longer sailings, we have really found our niche; and sales are robust, from New Zealand and other parts of the world,” adds Coleman.
HAL has more trade incentives planned this year, and in addition Clark says the cruise line has launched new agent rates. “It’s firm space and there’s some great rates for qualifying agents,” she adds.
See more details on the rates HERE
