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.

Key Figures

Black Friday bookings growth 19% higher U.S. bookings vs prior Black Friday–Cyber Monday record (2023)

Alaska focus year 2026 season Strong advance bookings for summer Alaska vacations

Long-dated demand Through 2028 Guests booking South American cruises as far out as 2028

Promotional discount Up to 30% off Black Friday/Cyber Monday cruise fare incentives through Dec. 4

Promotional deposit $25 deposit Black Friday/Cyber Monday booking incentive

Macy’s parade participation 99th parade Holland America float highlighting Alaska experience

Market Reality Check

$23.74 Last Close

Volume Volume 18.3M is 9% below the 20-day average of 20.2M, indicating typical activity before this news. normal

Technical Trading 1.6% above 200-day MA of $25.62 and 20.6% below 52-week high of $32.80, closer to the upper half of its yearly range.

Peers on Argus

Momentum scanner shows no sector-wide move. Peers in the travel/cruise space mostly showed modest gains (e.g., RCL, CUK, VIK, TCOM) with one notable decline (EXPE), suggesting pre-news trading in CCL at +0.77% was more stock-specific than a broad sector rotation.

Regulatory & Risk Context

Short Interest

4.54%

0% 15% 30%+

low

Short interest at 4.54% of float with 3.22 days to cover indicates limited short positioning pressure, reducing the likelihood that future moves are dominated by short-covering dynamics.

Market Pulse Summary

This announcement highlights strong demand, with U.S. Black Friday bookings up 19% over the prior record and customers locking in Alaska trips for 2026 and South America cruises through 2028. It reinforces the brand’s focus on Alaska Cruisetours and visibility through events like the 99th Macy’s Thanksgiving Day parade. Investors may watch how promotional offers—up to 30% discounts and $25 deposits—translate into yields and repeat bookings alongside previously noted cost pressures.

Key Terms

Denali National Park technical

"overland journey to Denali National Park."

Denali National Park is a protected area in Alaska known for its stunning wilderness and the towering Denali mountain, the highest peak in North America. It attracts visitors and outdoor enthusiasts from around the world, serving as a symbol of natural beauty and conservation. While primarily a place for recreation and preservation, its name and reputation can also influence regional tourism and economic activity, which may be of interest to investors monitoring natural landmarks' impact on local economies.

Black Friday/Cyber Monday incentives financial

"Holland America's Black Friday/Cyber Monday incentives run through December 4"

Black Friday and Cyber Monday incentives are special offers, discounts, or deals that companies promote during these shopping events to attract customers. For investors, these incentives can influence consumer spending patterns, potentially boosting sales and company revenues temporarily. Understanding these promotions helps gauge how seasonal shopping events may impact a company's short-term performance and overall market activity.

AI-generated analysis. Not financial advice.

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.