HAL will launch a new consumer/trade awareness campaign with new trade and consumer ads, new slogans, programs, on board activities and amenities. The jist of the campaign, I am told, is to convey the message that "it's not your Grandparent's Cruise Line" anymore.

More dining options, more late night activities, more contemporary entertainment. And you can expect to find the 70's "wonder band" SRO performing on the Zaandam. And this will just be the
start.

HAL is gunning for the baby boomer set and desperately wants to woo younger
passengers to their fleet. They'll offer a wider variety of 7 night
Caribbean cruises, and as we know, the Westerdam will launch a series of 5
and 8 night Caribbean cruises starting in January 2001.

And, I managed to sneak a peek at HAL's upcoming "Cruise 9000" series ships, the first of which is scheduled to debut in 2002. These ships WILL be HAL's most magnificent to date. HAL die hards will love them and they most certainly will help HAL attract the more contemporary passenger they're working so hard to attract right now. Dare I say it, but these ships are just as magnificent if not more so than Celebrity's "Millennium Class".

More details will be forthcoming from Holland America and as soon as I have more information I will let you know.

Regards,

Holland America Line ships provide what I think cruising is all about – a chance to forget everyday responsibilities; do nothing and not feel guilty; experience new places and meet new faces – all these things because YOU want to do them.

Heaven forbid that ALL Holland America Line ships try to emulate those ‘rah, rah, rah’ Lines with someone pressuring and cajoling you to join in this or that from the crack of dawn until you fall, exhausted, into bed. I think it’s probably possible to do that on a HAL ship but have no desire to prove it.

Many so called ‘baby boomers’ (50+ I guess) certainly appear to have ample disposable income but they too are coming to the realization that the flesh may be willing but the spirit (stamina) is weak. Had a long conversation with just such a couple last week – they took a 7 day cruise and went ashore only once – they checked out the ‘rah,rah,rah’ activities and late night venues but admitted that they enjoyed much more the quiet after dinner drinks and conversations with new found friends. They’re back to the grind now, well refreshed, and, presumably, aiming to make more money.

A Cruise Line’s survival depends on adapting and changing with the times – as does our own. It is to be hoped that HAL will not go overboard with its ‘wooing of the younger set’ strategy.

I doubt very much that everyone will agree with my 'take' on this but there it is.
It will be interesting to read the feed back!

I agree wholeheartedly with everything you say about HAL as they are today. Heaven forbid that they try and compete for the younger crowd. The younger crowd cannot afford to sail as many times a year as we more mature folk and I really think that HAL should cater to their constant cruisers.Maybe I am wrong in thinking this way but that's the way I feel.

After all,the younger folk have their "late-night rave" every night after llpm in the Crow's Nest.So I reckon HAL already caters to them.

I,for one,would cease to sail with HAL if they change their policies.As it sits now,I know that I can really relax and thoroughly enjoy myself on HAL.

HAL is not trying to turn themselves into Carnival! HAL is in a period of evolution. There is a misconception that HAL is staid, stodgy and essentially a floating nursing home.

HAL is just trying to shake that image. They will still be catering to their die hard fans, more mature cruisers and be offering a schedule of longer cruises (ten days plus. They will still offer all of the simpler, quiet enjoyment but offer more OPTIONS to their passengers.

But HAL must do something to attract a more contemporary crowd (40-60) if they are to fill all of their new ships. What they will be doing is offering more variety and more options which is what that age group demands. They will also be updating their entertainment and offering more late night entertainment options for those who want them.

Most of the changes will take place on the seven night cruises to allow HAL to better compete with the likes of Princess, Celebrity and RCI.

HAL is commited to maintaining their high standards and provide the same, high quality, premium product. That will not change.

Yes indeed many boomer ARE grandparents but I would bet you are as lot different than YOUR grandparents. And I think that's what HAL is trying to get at.

Regards,