From American Cruise Lines to Holland America Line, cruise companies are celebrating 2025 achievements and record-breaking sales during Black Friday and Cyber Week.
Here’s what travel advisors should know.
Editor’s Note: This page will be updated as more sales and awards records are reported.
American Cruise Lines and Pearl Seas Cruises
American Cruise Lines (ACL) has reported winning 23 awards in 2025, which sets a new record for the company. The awards include a Cruise Critic’s Best for Solo Travelers award; Travel + Leisure’s World’s Best River Cruise Line award; a pair of Conde Nast Traveler Readers’ Choice Awards; and a quartet of USA Today 10 Best Awards. The line’s newest vessel, American Patriot, was even a top finalist for Best New River Cruise Ships in Northstar sister publication Travel Weekly.
A press release from the line shared the following:
"As the year comes to a close and we look ahead to 2026, American would like to express sincere thanks to all the company’s travel advisors and industry partners, and to our employees and crew for their dedication to excellence — ensuring that the 2025 cruise season was a resounding success.”
Additional news to know: ACL corporate cousin Pearl Seas Cruises was bestowed a Travel Weekly Magellan Award for Best Great Lakes Itineraries and a Readers’ Choice Award from Conde Nast Traveler for Best Small Ships.
Azamara Cruises
Azamara Cruises reports that this year’s multi-week sale period marked by Black Friday and Cyber Monday was among its top five best booking windows in the brand’s history. Cyber Monday was especially strong, bringing in the most reservations in one day ever. On that day alone, bookings were up approximately 5% over the prior record.
"Cyber Monday blew past every expectation,” said Dondra Ritzenthaler, CEO of Azamara Cruises. “To see travelers respond at this level, surpassing every projection, tells us that interest in small-ship cruising has never been stronger. Guests continue to seek longer days in port [and deeper cultural immersion, and our curated itineraries and exceptional onboard service deliver just that. Our travel partners are instrumental to our success, and with their support, we were able to achieve these incredible results. This record-breaking performance is a true testament to the strength of those partnerships and the growing demand for the Azamara experience.”
Leading the charge was demand for Alaska, where Azamara will return in 2026. The line’s upcoming Western Mediterranean routes also drew interest, as did its offerings in Australia, Indonesia and Southern Africa. Transatlantic crossings were also popular.
In terms of accommodations, Veranda staterooms were the top-performing cabin category during the promotional period.
Holland America Line
Holland America Line saw record sales over the 2025 Black Friday weekend in the United States, reporting 19% more reservations than its previous benchmark from Black Friday to Cyber Monday in 2023.
The brand cites its Alaskan 2026 voyages as a particularly popular cruise selection, extending to its land extension options into Denali National Park. Also moving the dial during the promotion were 2025 Caribbean cruises sailings as far out as 2028 in South America.
"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 of 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.”
Also marking the holiday excitement was the line’s signature Alaskan-themed float featured during the 99th Macy’s Thanksgiving Day parade.
