Classic rock and Holland America Line might not spring to mind as a natural pairing, but they should.

The Rolling Stone Rock Room is bringing down the house aboard the line’s newest flagship, Nieuw Statendam. The second in the line’s Pinnacle Class, the 2,666-passenger ship entered service in late 2018. Its official naming took place early this year, with Oprah Winfrey serving as godmother. A sellout “Girls’ Getaway” cruise beforehand showcased the power of affinity groups.

Wide-Ranging Appeal

The line’s appeal extends in myriad other directions as well. “We believe we’re the cruise line for explorers, foodies and music lovers,” said Eva Jenner, Holland America’s vice president of sales. “My advice to agents is to look for clients who fall into one of those interest areas.”

New programming is designed to home in on those interest groups. And the Rolling Stone Rock Room is a prime example. The new venue joins the live music lineup at the Music Walk, introduced on the Koningsdam in 2016.

“We’re super amazed about what a hit it is,” Jenner said. “People are dancing and singing with the band. We also have the B.B. King’s Blues Club. They play great rhythm and blues hits. And Billboard Onboard offers five decades’ worth of music. The whole place is rocking. It’s changing people’s perception of Holland America Line.”

Explorations Central

The line is altering notions of cruising in other ways as well. Instead of the traditional shore excursion desk, guests can turn to Explorations Central (EXC), which is now rolled out fleetwide. The resource center offers education, lectures and hands-on programming in a lounge-café environment. Interactive touch-screen Discovery Tables, a “virtual bridge” and EXC guides and experts help immerse guests in their destinations.

On the food front, Holland America features a Culinary Council comprising renowned international chefs. Leading the Council is Chef Rudi Sodamin, whose eponymous restaurant, Rudi’s Sel de Mer, is earning high marks aboard Nieuw Statendam.

With a 146-year history, the line is an industry icon. Preconceived notions, however, can be a double-edged sword. In a year when competitors are introducing high-profile new ships at a rapid clip, the line’s strategy holds firm.

Innovative New Experiences

“We leverage our past but bring a modern twist to the premium cruise experience,” Holland America Line President Orlando Ashford told AGENTatHOME.

“This means embracing world-class service and classic ships but adding new experiences to meet the demands and expectations of today’s premium cruiser. So, we added new and expanded culinary opportunities through our award-winning Culinary Council [and] authentic music. And new ways for guests to immerse themselves into the destination through Explorations Central activities and shore excursions such as exclusive Food & Wine tours.”

The line’s evolution includes a third Pinnacle Class vessel, which is slated to debut in May 2021 and will offer itineraries similar to Nieuw Statendam’s. Construction has begun on a sister ship to Koningsdam and Nieuw Statendam, which will include signature Pinnacle Class features such as Music Walk, the World Stage main theater with a 270-degree wraparound LED screen and Rudi’s Sel de Mer.

The Pinnacle Difference

“These [Pinnacle Class] ships have a slightly different look and feel inside. They showcase lighter woods, more open spaces and offer a wider range of stateroom accommodations,” Ashford said. “But the product is the same and our service is still world-class.

The food you see on Nieuw Statendam is the food you see on Eurodam, for example. Some things, such as the show lounge, have differences. And there are a few additional unique bar venues on Nieuw Statendam such as Notes or Blend.”

He advised agents to keep Holland America in their sights well beyond the next Pinnacle Class vessel. “Our brand has been surprising the travel advisor community with our moves the last several years. They are bold and different for a reason—to attract a strong cruiser base,” he said. “These evolutions over the past several years are what helps tell the new chapter of Holland America Line’s story. And it will continue in the future.”