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Holland America Line Previews New GAP Benefits for Travel Advisors Starting With 2025 Alaska, Europe and Canada/New England Cruises

New Group Advantage Program amenities now available for bookings made for cruises starting in summer 2025 

Seattle, Wash., Feb. 29, 2024Holland America Line is enhancing its Group Advantage Program (GAP) for travel advisors starting with bookings for summer 2025 on Alaska cruises and Cruisetours, Europe and Canada/New England. The additional amenities, which continue to reflect the brand’s premium onboard experiences, will help travel advisors grow their group business and make family reunions, weddings and affinity groups even more enticing to book.  

Holland America Line’s new GAP menu features more than 25 different amenities from which to choose, plus GAP Packages that cater to weddings, family reunions and more.

“Groups are a popular niche for Holland America Line, and we want to continue to help our travel advisors grow this sector with a competitive program and enticing GAP amenities,” said Rob Coleman, Holland America Line’s vice president of North America sales. “We aim to maintain an open dialogue with our travel partners to develop the best program that allows us to be mutually successful in the groups arena and ultimately offer guests a world-class experience on Holland America Line.”

Holland America Line understands that groups come in all sizes, so travel advisors have a variety of options — whether booking an intimate wedding or a large family reunion. The Connections program for small affinity groups is for 24 guests or less, standard groups range from 16 to 32 beds, while large groups are more than 32 beds.

Have It All Early Booking Bonus — For a Limited Time

Guests who book early on 2025 Alaska cruises and Cruisetours, Canada/New England and Europe cruises can take advantage of 60% off Holland America Line’s top amenities included in their fare. When booking with the Have It All Early Booking Bonus, guests receive specialty dining, shore excursions, low fare guarantee and prepaid crew appreciation — plus, free upgrades to premium Wi-Fi and the Elite Beverage Package. Have It All is a commissionable add-on for travel advisors.

Small Affinity Groups Receive Perks with Connections Program

Through Holland America Line’s Connections program, groups of 24 or fewer guests enjoy added incentives. When booking a smaller group, travel advisors can take advantage of a tour conductor berth added for every 10 berths (up to two tour conductor berths) and earn an extra two GAP points per group to be used for a variety of amenities. This program can be combined with additional promotional offerings, and no group deposits are required.

Affinity Groups Receive Special Perks

For family reunion packages, when eight or more staterooms are booked the group receives exclusive amenities in lieu of GAP points. These include a free within-stateroom category upgrade for the head of the family, a $25 onboard credit per person, Pinnacle Grill lunch for all family members and a $20 photo credit per stateroom.

Guests who say “I do” with Holland America Line and book their wedding group of eight or more staterooms receive a free within-stateroom category upgrade for the wedding couple, a complimentary wedding cake for up to 16 guests, a Pinnacle Grill lunch per guest, chocolate-dipped strawberries and a bottle of sparkling wine in each stateroom, and a private wine tasting per guest with wine purchased from Holland America Line’s wine cellar, all in lieu of GAP points.

Culinary and wine groups of 15 or more guests receive one wine tasting event on seven-day voyages and two wine tastings on cruises 10 days or longer. The group can enjoy wine purchased from Holland America Line’s wine cellar or bring their own without a corkage fee during the event. 

Other Amenities Designed to Facilitate Custom Groups

Holland America Line’s culinary excellence is celebrated with GAP amenities that showcase the premium specialty dining experience, including lunch or dinner at Pinnacle Grill, and dinner at Canaletto or Tamarind.

Other available GAP menu amenities include the new $25 or $50 shore excursion credit per person; new $25 or $50 bonus commission per person; Wine Cellar No. 1 with one bottle of wine per stateroom; bon voyage sparkling wine in each stateroom; $20 photo credit; sparkling wine and strawberries; and a cocktail party with hot hors d'oeuvres. 

On the land portion of Holland America Line’s Alaska Cruisetours, GAP amenities include lunch aboard the McKinley Explorer railcar, admission to Diamond Tooth Gerties in Dawson City, boxed lunch on the Tundra Wilderness Tour in Denali and $25 in Denali Dollars.  

GAP points are based on the voyage, and selections must be made 90 days prior to the cruise departure.