Segmentation and Target Market: Holland America Line
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- Date Submitted: 10/27/2014 09:12 PM
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Holland America Line has been a recognized leader in the cruising industry of over 140 years. The cruise line visits exotic ports all over the world with award-winning service and five-star amenities. Holland America even offers enrichment programs and extensive activities on and off their ships. The company’s mission statement is, “Through excellence, we create once-in-a-lifetime experiences, every time.” This is quite a bold statement for a cruise line that caters to thousands of guests with varying services every year. Holland America’s fleet of 15 ships varies in size, and are considered to be much smaller and more intimate than other cruise lines like Carnival or Princess. The cruise line is also considered more of a premium line rather than a bargain vacation, so prices are a bit higher than what you would find on the larger ship cruise lines. Yet, the popular company continues to grow and be profitable each year.
The general characteristics of Holland America Line are small to mid-sized ships, large staterooms, fine dining, family oriented, but more so being adult oriented, spa oriented, 4-5 star service, mid-level to high price points, and quality. This makes the majority demographic of Holland America the retired community. Holland America Line also tweaked onboard amenities by offering more dining and entertainment options and shore excursions that match the tastes of an active target audience (Beirne, 2002). The ships do not offer the water slides or climbing walls of other lines, however they do offer a kids program located in a secluded area at the top of the ship. In other words, the cruise line welcomes families whole-heartedly, but do not expect to have a wild party adventure offered by others, but rather a more laid back fun time. The line is judged by the luxury defined by personalized service and highest levels of quality. Those that pay more for a premium company expect the best of everything. Holland America has to show that it...
The general characteristics of Holland America Line are small to mid-sized ships, large staterooms, fine dining, family oriented, but more so being adult oriented, spa oriented, 4-5 star service, mid-level to high price points, and quality. This makes the majority demographic of Holland America the retired community. Holland America Line also tweaked onboard amenities by offering more dining and entertainment options and shore excursions that match the tastes of an active target audience (Beirne, 2002). The ships do not offer the water slides or climbing walls of other lines, however they do offer a kids program located in a secluded area at the top of the ship. In other words, the cruise line welcomes families whole-heartedly, but do not expect to have a wild party adventure offered by others, but rather a more laid back fun time. The line is judged by the luxury defined by personalized service and highest levels of quality. Those that pay more for a premium company expect the best of everything. Holland America has to show that it...