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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.

Holland America Line (NYSE: CCL) was named Best Service (Ocean Category) by Cruise Critic for a record fourth consecutive year on Dec 3, 2025. Cruise Critic's editors and traveler reviews highlighted the line's long‑tenured crew, personalized hospitality, and attention to detail across its fleet.

Holland America Line also won 2025 Best Itineraries (Ocean Category), with editors praising diverse Europe homeports, themed sailings, exclusive Alaska Glacier Bay access, cruisetours into the Yukon, and unusual Aleutian routes. The announcement emphasizes traveler recognition rather than financial metrics.

Princess Cruises (CCL) announced that Discovery Princess was named "Coolest Way To See Alaska" in the Good Housekeeping 2026 Travel Awards on December 1, 2025. The award reflects expert reviews, consumer feedback, and real-world testing that highlighted Discovery Princess for innovation, luxury, family programming, and Alaska-themed experiences.

Princess also outlined its largest Alaska season ever for 2026: eight ships, 180 departures, 19 destinations, the debut of Star Princess on weekly Inside Passage sailings from Seattle, and Voyage of the Glacier itineraries between Vancouver and Anchorage (Whittier).

Princess Cruises (NYSE: CCL) announced that Sky Princess, the cruise line's first Royal‑Class ship to homeport in Port Canaveral, arrived on Nov. 30, 2025 and will begin Caribbean sailings from Central Florida through March 2026. The ship will offer six‑ and eight‑day roundtrip Caribbean itineraries, with combined 14‑day options, and is scheduled to return for a November 2026–March 2027 season. Sky Princess accommodates 3,660 guests and displaces 141,000 tons, highlighting Royal‑class features such as award‑winning dining, entertainment, and upscale accommodations. All cruises are on sale and Port Canaveral highlighted improved accessibility via driving, flights, and a Rail & Sail program with Brightline.

Holland America Line (CCL) debuted a first-time Alaska-themed float in the 99th Macy's Thanksgiving Day Parade on Nov. 27, 2025, featuring singer-songwriter Jewel and the largest kinetic sculpture in Parade history. The float depicted glaciers, Denali Lodge, wildlife, and salmon to highlight Holland America Line's Alaska cruises and overland Cruisetours.

The display promoted the Global Fresh Fish Program and CSI certification for sustainably sourced Alaskan seafood, and referenced the line's upcoming 80th anniversary of Alaska exploration in 2027 and its 79th season (summer 2026) itineraries.

Holland America Line (NYSE:CCL) unveiled its 2027–2028 Australia, New Zealand & South Pacific season, sailing Sept 2027–Mar 2028 with itineraries from 14 to 35 days.

Highlights include overnight stays in Melbourne, Cairns and Lautoka, more than 100 wildlife and nature tours, visits to 13 UNESCO World Heritage sites, and extended "Legendary Voyages" such as a 26-day Australia, Coral Sea & Fiji route calling at 14 ports. Sales promotions include a Have It All premium package and a Mariner Society early-booking bonus available for bookings by Feb 16, 2026.

Seabourn (CCL) launched its 2025 Black Friday Sail, offering limited-time value-added benefits on select 2026–2027 luxury ocean and expedition voyages through December 2, 2025. Highlights include up to $2,000 shipboard credit per suite for Penthouse and Premium suites, up to $1,000 shipboard credit per suite for Oceanview/Veranda suites on select sailings, and a two-category Veranda suite upgrade on eligible departures.

Offer applies to select itineraries across all seven continents, with sample voyages listed for Alaska, Antarctica, Iceland, the Mediterranean, and Northern Europe. Terms and applicable sailings are on Seabourn's website; certain restrictions apply.

Princess Cruises (NYSE: CCL) partnered with Mexico City’s Handshake Speakeasy—named North America’s Best Bar 2024–25—to create five exclusive cocktails debuting at sea on Nov 14, 2025.

Three cocktails will appear in the Crooners bar and two will be exclusive to The Sanctuary Collection, starting on Star Princess with rollout across the fleet of 17 ships in the following weeks. The collaboration includes a digital storytelling piece led by Princess global mixologist Rob Floyd and highlights Handshake’s award-winning mixology and flavor-lab approach.

Princess Cruises (NYSE: CCL) unveiled its largest Caribbean and Panama Canal program for the 2027-28 season, featuring 187 departures, 43 itineraries and visits to 31 destinations from five homeports beginning October 2027 through April 2028.

New elements include calls to Celebration Key starting November 1, 2026, Star Princess inaugural homeport season from Port Canaveral, a new Miami homeport, and expanded Panama Canal sailings with 22 departures from September 2027 through April 2028. Bookings are open; Celebration Key cabanas bookable from December 17, 2025.