On April 18, 2023, Holland America Line (HAL) celebrated its 150th anniversary where it all started in Rotterdam, the Netherlands, and I was there to experience a wide span of the company’s history in an abridged, but fascinating fashion.
Hotel New York
For two nights, I stayed at Hotel New York in what was once HAL’s headquarters and terminal building, for a period of time. From there, the line used to welcome thousands of passengers before their transatlantic crossing to the United States and a whole new life.
Enjoying a comfortable Maaszijde Room high in the building’s western architectural tower, I was able to witness the line’s latest Rotterdam, the seventh ship to carry the name, as it backed into its berth along the Nieuwe Maas river at the city’s cruise terminal. Later in the morning, the hotel hosted a shoreside ceremony in which Gus Antorcha, president of HAL, joined Her Royal Highness Princess Margriet of the Netherlands, Rotterdam Mayor Ahmed Aboutaleb and descendants of the line’s founders to bestow an original company share to the Rotterdam City Archive.
It was moving to see a lineup of dozens of HAL’s current crew members proudly standing along a railing behind the stage and its participants. During the ceremony, a commemorative 150th anniversary bell was donated to Hotel New York for permanent display, and a collectable anniversary gold-foil stamp — featuring Rotterdam VII and the first Rotterdam I, and designed in collaboration with the Netherlands’ PostNL postal service — was also presented.
Rotterdam VII
In the afternoon, I boarded Rotterdam VII — within sight of permanently docked Rotterdam V — for a special gala dinner before Antorcha toasted all attendees (including the ship’s captain Bas van Dreumel and Mai Elmar, executive director of Cruise Port Rotterdam) at a poolside party.
Earlier in the day, I caught up with Rob Coleman, HAL’s new vice president of North America sales and a 24-year veteran of the line. He took his very first cruise onboard Rotterdam V and has cherished photos of his mother and grandparents sailing on the historic fleet.
“From a tradition and a heritage standpoint, I have a unique background,” he said, “We were a Holland America Line cruise family. So, for me personally, I wanted to join the company that is a brand that was so ingrained in my growing up.”
Having now been with Holland America for nearly a quarter century, he feels like the company is part of his DNA and recognizes how significant the brand is to all those it has touched.
"The experience people have when they come onboard our ships is one that is timeless, because they both can step back and see a company that has withstood the test of time but stayed relevant,” he said.
The culmination of the event was a light show illuminating the nearby Erasmus Bridge, Rotterdam VII’s smoke stack and another adjacent high-rise behind a glowing anniversary logo.
Rotterdam V
Touring the 1959-built vessel, which has been a museum and hotel since 2010, it struck me that the ship is in remarkably good shape. I’d recommend that any visitor to Rotterdam embark for at least a day. Staying onboard is fun too, thanks to modern accommodations and great places to eat and drink, not to mention contemporary escape rooms. Guests should note, however, that the cabins are no longer original.
Among excellent available tours, one is self-guided with an automated audio commentary that explores the bulk of the public venues and navigation bridge, all of which are well preserved. Another option is led by a guide to delve deeper into the engine room, ideal for any gear head. Both can be easily combined and are worth checking out to see the interesting technological and aesthetic transitions that have taken place across the 150 years of Holland America Line and the cruise industry as a whole.
The Future
Understanding the storied past from which HAL has emerged highlights what sets it apart from the competition now and into the future. And, when it comes to history, Coleman believes his own background bolsters advisor relations for the brand.
“I think my experience with Holland America Line allows me to be of service in a unique way,” he said. “And I want to take the time to listen and then figure out how to help, especially in what I’ll call a new economy. It’s one that is finding its ground.”
He is happy to report that demand is returning from all channels, but admits consumer buying trends are changing and technology continues to advance.
"Trying to have the booking and the purchase experience be more interactive for guests, that’s all getting more complex,” Coleman said. “So, I want to be of service to the trade and to my team to stay at speed with where we need to go, and I’m open to creative ways that maybe we haven’t tried in the past. It’s a little bit of a clean slate.”
