This cruise planner's biggest tip? Travel where only ships can go.

Published in Travel and Leisure on Tuesday, August 5th 2025 at 6:41 GMT by USA TODAY
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Holland America Line's Paul Grigsby shares how he got his start in the cruise industry, and his tips for first-timers.

The Quiet Revolution on Holland America: A Cruise Line Reclaiming its Soul Through Storytelling and Authentic Experiences

Holland America Line, a name synonymous with classic cruising for over 150 years, is undergoing a quiet but profound transformation. It’s not about flashy new gimmicks or chasing the latest trends in onboard entertainment; instead, it's a deliberate effort to reconnect with its heritage as a transportation company bridging continents and fostering cultural exchange, all while appealing to a modern traveler seeking deeper meaning and connection. This shift is spearheaded by President Gus Antorcha and Chief Experience Officer Beth Dooley, who are actively reshaping the cruise line’s identity around storytelling, immersive experiences, and a renewed focus on culinary excellence rooted in global traditions.

The article centers around an interview with Antorcha and Dooley, revealing the philosophy behind this revitalization. For decades, Holland America, like many cruise lines, felt pressured to compete for attention through increasingly elaborate onboard activities – rock climbing walls, water slides, extravagant stage shows. While these amenities have their place, they often diluted the essence of what made Holland America unique: its history as a Dutch shipping company transporting immigrants and goods across the Atlantic, connecting Europe with North America and beyond. This legacy fostered a culture of exploration, discovery, and appreciation for diverse cultures – values that had become somewhat obscured by the pursuit of mass appeal.

Antorcha emphasizes that the current strategy isn't about abandoning entertainment entirely but rather prioritizing experiences that resonate on a deeper level. He describes it as "reclaiming our soul," returning to the core principles that defined Holland America’s early years while adapting them for today’s discerning traveler. This means moving away from generic, mass-produced entertainment and towards curated programs that celebrate global cultures and offer opportunities for genuine connection.

A key element of this transformation is the “Global Discovery” initiative. This isn't just a marketing slogan; it represents a fundamental shift in how Holland America designs its itineraries and onboard experiences. It’s about going beyond simply visiting ports – it’s about immersing guests in the local culture, history, and traditions. This includes partnerships with local artisans, chefs, musicians, and storytellers who share their knowledge and passion directly with passengers.

Beth Dooley, as Chief Experience Officer, is instrumental in bringing this vision to life. She champions the idea of “experiential storytelling,” believing that travel should be more than just sightseeing; it should be a journey of personal discovery. She’s actively working to weave narratives into every aspect of the cruise experience – from the food served in the dining rooms to the lectures offered in the ship's libraries, and even the design of the public spaces.

The culinary program is undergoing a significant overhaul, moving away from standardized menus towards regional specialties inspired by the destinations visited. This isn’t just about offering different dishes; it’s about telling the story behind those dishes – where they originated, how they are traditionally prepared, and what cultural significance they hold. Holland America has partnered with renowned chefs to develop these culinary experiences, ensuring authenticity and quality. For example, on voyages to Southeast Asia, passengers might participate in a cooking class led by a local chef, learning to prepare traditional Thai or Vietnamese dishes using fresh, regional ingredients. Similarly, itineraries exploring the Mediterranean will feature demonstrations of pasta-making techniques from Italian grandmothers and wine tastings showcasing lesser-known varietals from family-owned vineyards.

The emphasis on storytelling extends beyond food. Holland America is incorporating more lectures and presentations by historians, anthropologists, and local experts who provide context and insight into the destinations visited. These aren’t your typical dry historical recitations; they are engaging narratives that bring history to life and foster a deeper understanding of different cultures. The line is also exploring partnerships with museums and cultural institutions to offer exclusive behind-the-scenes tours and access for passengers.

The design of the ships themselves is being subtly adjusted to reflect this new focus on authenticity and connection. While maintaining the classic Holland America aesthetic – known for its comfortable elegance and understated luxury – designers are incorporating elements that evoke a sense of place and history. This includes using natural materials, showcasing local artwork, and creating spaces that encourage interaction and conversation. The goal is to create an environment that feels less like a generic cruise ship and more like a floating embassy of global culture.

Antorcha acknowledges the challenges in shifting perceptions. Holland America has long been associated with a certain demographic – often older, affluent travelers seeking a relaxed and traditional cruising experience. While this core audience remains important, the line is also actively trying to attract younger cruisers who are looking for more than just sun and cocktails; they want authentic experiences, cultural immersion, and opportunities to connect with like-minded individuals.

To reach this new generation of traveler, Holland America is leveraging digital platforms and social media to share stories about its destinations, onboard experiences, and the people behind them. They’re showcasing the unique perspectives of local experts and passengers alike, creating a sense of community and inviting potential cruisers to join in on the journey.

The article highlights that this isn't a sudden change but an ongoing evolution. It represents a long-term commitment to redefining what cruising means – moving beyond superficial entertainment towards meaningful experiences that enrich lives and broaden perspectives. Holland America is betting that by embracing its heritage, celebrating global cultures, and prioritizing storytelling, it can not only reclaim its soul but also attract a new generation of travelers who are seeking something more than just a vacation; they’re looking for an adventure – a journey of discovery that will stay with them long after they return home. The success of this strategy hinges on the ability to authentically deliver on these promises, ensuring that the "Global Discovery" initiative is not merely marketing hype but a genuine reflection of the cruise line's commitment to enriching its passengers’ lives through travel and cultural exchange.

Ultimately, Holland America hopes to be known as more than just a cruise line; they aspire to be a facilitator of global understanding and connection – a floating platform for sharing stories and celebrating the diversity of our world.

Read the Full USA Today Article at:
[ https://www.usatoday.com/story/travel/2025/08/05/holland-america-cruise-paul-grigsby-interview/84485953007/ ]

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This cruise planner's biggest tip? Travel where only ships can go.

The Quiet Revolution on Holland America: A Cruise Line Reclaiming its Soul Through Storytelling and Authentic Experiences