Holland America Line Sets New U.S. Bookings Mark with Record Black Friday Weekend Sales

Rhea-AI Summary

Holland America Line (CCL) set a new U.S. Black Friday weekend bookings record on Dec. 4, 2025, reporting 19% more bookings than its prior Black Friday–Cyber Monday high in 2023.

Bookings were strongest for Alaska summer 2026 cruises and Alaska Cruisetours, with additional bookings for near‑term Caribbean sailings and South America cruises as far out as 2028. The promotion ran through Dec. 4 offering up to 30% off fares with a $25 deposit. The record followed Holland America’s float appearance in the 99th Macy’s Thanksgiving Day parade, which highlighted its Alaska product.

Positive

• Bookings +19% vs Black Friday–Cyber Monday 2023
• Strong demand for Alaska summer 2026 itineraries
• Alaska Cruisetours showing notable customer interest
• Promotion: up to 30% off fares through Dec 4, 2025
• $25 deposit incentive to lower booking friction
• Brand visibility via 99th Macy's Thanksgiving Day parade float

Negative

• None.

Insights

Commercial Travel Analyst

Holland America reported a clear retail booking beat: U.S. Black Friday weekend bookings rose 19% versus its prior 2023 record.

Strong demand clustered in Alaska itineraries for summer 2026, plus both near-term Caribbean sailings and long-lead South America bookings into 2028. The promotion included up to 30% off fares and a $25 deposit, which likely boosted conversion during the Black Friday/Cyber Monday window that ran through Dec 4, 2025.

Revenue quality depends on yield and cancellation dynamics; deep promotional discounts and low deposits can lift volume but compress margins and raise churn risk. Operational capacity for Alaska and Cruisetour logistics will determine whether higher bookings translate to profitable sailings.

Watch forward-booking retention, average booking fare (net of discounts), and cancellation/rollover rates over the next 3–6 months to gauge whether this demand sustains into the 2026 season. Also monitor announced load factors and any changes to deposit or cancellation policy ahead of embarkation periods in summer 2026.

Alaska cruises lead the bookings as guests look to experience the Great Land's majestic glaciers, wildlife sightings and authentic Alaska experiences

SEATTLE, Dec. 4, 2025 /PRNewswire/ -- Holland America Line broke its Black Friday weekend sales record in the United States, with 19% more bookings than its previous high watermark, set in 2023 for the same period from Black Friday to Cyber Monday.

Bookings were especially strong among guests planning summer Alaska vacations in 2026, choosing cruise options as well as Alaska Cruisetours, which combine a voyage with an immersive overland journey to Denali National Park. Guests also booked cruises as close in as Caribbean for later this month and as far out as South American cruises in 2028.

"This holiday season, we are seeing guests prioritize the experience itself in booking travel, looking for leisurely vacations that build connections and create shared memories," said Beth Bodensteiner, president, Holland America Line. "Breaking Black Friday records again tells us people value the carefully crafted journeys we create and the award-winning 'best service' at sea we deliver."

The record Black Friday bookings came a day after Holland America Line cruised through the 99th Macy's Thanksgiving Day® parade with a float showcasing its industry-leading Alaska experience. Holland America's Alaska cruises include a visit to one or more of Alaska's iconic glacier destinations and more wildlife viewing than any other cruise line.

Holland America's Black Friday/Cyber Monday incentives run through December 4 with up to 30% off cruise fares and a $25 deposit.

For more information about Holland America Line, consult a travel advisor, call 1-877-SAIL HAL (877-724-5425) or visit hollandamerica.com.

Find Holland America Line on X (formerly Twitter), Facebook, Instagram and the Holland America Blog. You can also access all social media outlets via the home page at hollandamerica.com.

About Holland America Line [a division of Carnival Corporation and plc (NYSE: CCL and CUK)] 

Holland America Line has been exploring the world for more than 150 years with expertly crafted itineraries, extraordinary service and genuine connections to the destinations. Offering a perfectly-sized ship experience, its fleet of 11 vessels visits nearly 400 ports in 114 countries around the world and has shared the thrill of Alaska for more than 75 years — longer than any other cruise line. Savour the Journey isn't just a tagline, it's a reinforcement that the cruise line provides experiences too good to hurry through, connecting travelers to the world and each other. Award-winning enrichment programming, entertainment and cuisine that brings each locale on board, including a revolutionary Global Fresh Fish Program, put Holland America Line at the forefront of premium cruising.

CONTACT:	Bill Zucker
PHONE:	800-637-5029, 206-626-9890
EMAIL:	pr@hollandamerica.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/holland-america-line-sets-new-us-bookings-mark-with-record-black-friday-weekend-sales-302633198.html

SOURCE Holland America Line

FAQ

What record did Holland America Line (CCL) set on Dec 4, 2025?

Holland America Line reported 19% more bookings over its prior U.S. Black Friday–Cyber Monday record from 2023.

Which itineraries drove Holland America Line's Black Friday 2025 bookings?

Bookings were especially strong for Alaska summer 2026 cruises and Alaska Cruisetours.

What Black Friday/Cyber Monday incentives did Holland America Line (CCL) offer in 2025?

Promotions ran through Dec 4, 2025 with up to 30% off fares and a $25 deposit.

Did Holland America Line promote its Alaska product during Thanksgiving 2025?

Yes, Holland America showcased its Alaska experience with a float in the 99th Macy's Thanksgiving Day parade.

How far out are bookings mentioned in the Holland America Black Friday release?

Guests booked near‑term Caribbean sailings and South America cruises as far out as 2028.