Holland America Line's Slogans & Taglines

Holland America Line is a British-American-owned cruise line founded in 1873 as the Netherlands-America Steamship Company (NASM) in Rotterdam. Originally a transatlantic passenger and cargo carrier transporting European immigrants to the United States, it offered its first vacation cruise in 1895 and shifted to full-time leisure cruising in 1971. Acquired by Carnival Corporation in 1989, the company is headquartered in Seattle, Washington, and operates a fleet of 11 mid-size ships offering itineraries across all seven continents, including Alaska, the Mediterranean, the South Pacific, and the Amazon. Core offerings encompass Legendary Voyages of up to nearly two months, Land & Sea Programs, culinary experiences through the Culinary Arts Center and Pinnacle Grill, and the private island Half Moon Cay.

Brand messaging has evolved from the 1962 tagline Sail a happy ship to the quality-focused promise A Signature of Excellence used throughout the 2000s. In 2016, the company introduced Savor the Journey, which was revitalized in 2025 as Savour the Journey: Experiences with us are too good to hurry through, underscoring its commitment to leisurely, immersive travel and world-class hospitality.