Comment: Operators must double down on support for agents

Karen Farndell, director of sales and marketing at Holland America Line,  says growing choice in the cruise sector reinforces the need for suppliers to boost trade engagement

The cruise industry is one of choice. Across multiple operators, there are numerous itineraries and different types of ships all with their own unique selling points and attractions. Some lines specialise in particular destinations, while others focus on segments of the industry – such as luxury, small-ship adventures, or expedition sailings.

No matter what guests want from their holiday, there is a line and itinerary that will deliver it. This is not by luck. The industry has made great strides in recent years in diversifying its product, delivering onboard innovations, new itineraries that take guests deeper into destinations and shore excursions that focus on enrichment and local cultures.

Crucial to this is the accompanying marketing and communications. We’ve put great emphasis on ensuring that guests and travel agents appreciate the large and sometimes subtle differences between each cruise line. This is fundamental to enable the trade to confidently match their clients to the right cruise line and itinerary.

Put simply, the choice has never been greater – and it’s set to increase even further. As revealed by Cruise Lines International Association (Clia) in April, more than 300 ships are due to sail this year, the first time the global Clia member fleet has surpassed this number, with overall capacity up by 3.6% as a result.

That, again, reinforces the need for operators to double down on supporting the trade with educational materials and to focus on awareness. Speaking of which, at Holland America Line, it’s fair to say that we’re somewhat of a hidden gem among UK guests. However, that is all set to change.

In summer 2025, we will sail a full season of round-trip itineraries from Dover, with Pinnacle-class ship Nieuw Statendam offering 10 departures. Itineraries will visit destinations such as the Canary Islands, British Isles, Norway, Iceland, Greenland, Iberia and the eastern Mediterranean.

Such has been the positive response from guests and the trade, that we recently confirmed Nieuw Statendam will again call Dover home in 2026, operating from April to September. This showcases our desire to grow our presence in the market, bringing the HAL experience to more UK guests than ever before.

Homeporting in Dover also shows the strength of the UK cruise sector, reflecting that there are multiple gateways, such as Southampton, Portsmouth Liverpool, Greenock and more, from which guests can depart to explore the world.

For us, Dover is the perfect home for Nieuw Statendam as we put HAL firmly on the UK cruising map, adding yet more choice for experienced and would-be cruisers.