Today we have a brand analysis on Holland America Line (HAL) for Dutch-American Friendship Day! It functions as a follow-up on our previous analysis of White Star Line, which shows what would not work anymore in today's world. In fact, WSL’s successor is Cunard Line, a subsidiary of Carnival Corporation (world’s largest leisure travel company), just like HAL. HAL is a premium cruise line with a fleet of 11 ships, offering more than 500 cruises.
Fast facts
- Name: Holland America Line
- Type: Subsidiary
- Parent company: Carnival Corporation & plc (since 1989)
- Origin: Rotterdam, the Netherlands
- Founding year: 1873 (148 years ago)
- Headquarters: Seattle, Washington, US
- Key people: Jan Swartz (CEO), Gustavo Antorcha (President)
- Key stakeholders: Employees, suppliers, customers, investors, government agencies, and more.
- Revenue: $2.5 billion in 2021 Q2
- Brand design company: We First
- Areas served: All seven continents.
Branding strategies
HAL has a webpage dedicated to its mission and values to define its brand. Firstly, its service credo:
“We are ambassadors of joy – in service to our guests and to one another.”
Secondly, a list of core values, such as:
“Safeguard Ourselves and Our Environment”
“Curious and Ever-Evolving”
In order to evolve its brand image, HAL created a new brand campaign in 2016. According to one of their blog posts, they introduced a new logo, tagline, and advertising campaign. New advertising methods include both local-market and national television commercials, reaching the audience through different channels.
The campaign appears to be a positive next step for the company. However, mixed opinions can be found in the comments. Some find it refreshing that HAL steers away from the old-fashioned logo, while the majority are disappointed that the new logo shows no trace of its past or traditions.
Differentiation
Premium cruise lines operate in a competitive category and cater primarily to mature travellers and older generational families. One of HAL’s biggest premium line competitors is Celebrity Cruises.
- Price: HAL’s prices are lower, and with similar quality in food and cabins, HAL has an advantage.
- Target audience: HAL’s passengers are generally in their 50s to 70s, whereas Celebrity Cruises attracts people in their 40s to early 50s.
- Onboard activities: HAL aims to position itself as a choice for younger demographics as well, but so far this hasn’t worked out due to fewer activities suited for younger generations.
Brand opportunities
HAL could achieve its desired brand positioning by taking action to attract younger demographics. For example, adding activities that cater more to kids, teens, or even the whole family—without compromising its premium, mature image.
In addition, instead of attempting to bring back the old logo, HAL might consider incorporating elements of its rich traditions into the overall cruise experience to “reflect its unique 140-year heritage.”
Conclusion
To summarize, HAL has maintained a stable brand over the years. Of course, there is always room for improvement in areas such as brand awareness and differentiation. According to one webpage, HAL ranks in the top five in many categories (e.g., “Best Line for Service” and “Best Line for Dining”). However, HAL doesn’t excel in any specific category that would set it significantly apart from other cruise lines.
