Holland America Line Breaks Black Friday Record, Alaska Cruises Lead Summer 2026 Bookings, Caribbean and South America Also Surge

Published on December 4, 2025

Holland America Line has shattered its Black Friday weekend sales record in the United States, achieving an impressive 19% increase in bookings compared to its previous high set in 2023 during the same holiday period from Black Friday to Cyber Monday. This surge reflects growing consumer interest in immersive cruise experiences and the strong appeal of destinations ranging from Alaska to South America.

The standout performer in these record-breaking bookings was Alaska, with travelers eagerly reserving summer 2026 cruises. Many guests opted for Holland America Line’s Alaska Cruisetours, which combine a classic cruise with an overland adventure to Denali National Park, offering a unique blend of scenic exploration and wildlife encounters. These tours provide passengers with an opportunity to experience Alaska’s iconic glaciers and abundant wildlife, creating unforgettable vacation memories.

“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.”

While Alaska cruises led the way, Holland America Line saw strong bookings across a variety of destinations and travel dates. Caribbean cruises later this month attracted last-minute planners, while adventurous travelers also made early reservations for South American cruises scheduled as far out as 2028. This wide range of booking horizons underscores the brand’s appeal to both spontaneous travelers and long-term planners seeking extraordinary experiences.

The record-breaking Black Friday sales coincided with Holland America Line’s high-profile presence in the 99th Macy’s Thanksgiving Day® Parade. The cruise line’s float celebrated its renowned Alaska itineraries, emphasizing the immersive glacier and wildlife experiences that have become a signature of the brand. Holland America’s focus on quality shore excursions, wildlife encounters, and scenic exploration continues to differentiate it from competitors in the cruise industry.

Holland America Line’s Black Friday and Cyber Monday promotional campaign, running through December 4, offers travelers up to 30% off cruise fares and a $25 deposit, making it one of the most attractive holiday booking opportunities of the year. The promotion has clearly resonated with travelers eager to secure premium cruise experiences at competitive prices.

Industry analysts note that this surge in bookings highlights a broader trend of sustained demand for high-end, destination-focused cruises, particularly those combining unique itineraries with immersive experiences. Holland America Line’s ability to provide both relaxation at sea and culturally or scenically rich excursions has positioned it as a preferred choice for travelers seeking more than a standard cruise vacation.

With Alaska at the forefront of its booking growth, Holland America Line continues to reinforce its reputation as the cruise line offering the most comprehensive Alaska experience. From glacial vistas to intimate encounters with wildlife and expertly curated land tours, the line has successfully tapped into a market increasingly focused on experiential travel.

As travelers continue to plan future vacations, Holland America Line’s record-setting Black Friday performance signals a strong year ahead for the cruise industry. Guests can look forward to exploring a wide array of destinations, from the icy frontiers of Alaska to the vibrant cultures of South America, all while enjoying the trusted service, comfort, and enriching itineraries that have made Holland America Line a leader in luxury cruising.