Holland America Line funnels.
Photo © Aaron Saunders
This is exactly what Holland America Line is doing with its latest round of Signature of Excellence enhancements - a world-class upgrade the line started back in 2004.
The Ryndam has just returned from its latest 17-day Signature of Excellence refurbishment in Freeport, Bahamas and is now continuing with its Western Caribbean cruises departing roundtrip from Tampa. The ship now boasts the same impressive features as its fleet-mates, including Canaletto, the popular restaurant introduced onboard the Eurodam. Each evening, a section of the Lido is transformed through the use of glass partitions into a world-class Italian venue. While this can be thought of as an alternate dining option, Canaletto carries no additional surcharge, though reservations are recommended.
Refreshing decor in the new Spa Suites.
Photo courtesy of Holland America Line
Staterooms across all categories also received new looks and furnishings, as well as the addition of the extremely popular Lanai staterooms. Sixteen staterooms near the bow on the Verandah deck were also re-categorized as Spa Staterooms which feature enhanced amenities like special room service menus, spa treatments, slippers, a yoga mat, an organic cotton bathroom, and more. Their convenient location to the spa allows for preferential access.
The Ryndam did not however receive The Retreat, the line's brand new pool-area concept. This is planned for the ship, but will be done at a later date. The area includes a giant LED screen for watching movies during the evening, a new bar, and a pizzeria.
From the Deck Chair recently had the opportunity to talk with Holland America Line's Executive Vice President of Marketing, Sales and Guest Programs about the recent enhancements to their ships, and to better understand how the line is implementing these changes to ensure guests experience A Signature of Excellence.
From the Deck Chair: It's been quite a year for you. Actually, it's been a very busy six years for you - it seems as if Holland America Line hasn't had a moment to rest since the Signature of Excellence enhancements were first introduced in 2004. Can you take us through the past year?
Holland America Line (HAL): It's been an exciting year for Holland America Line. It began with the Oosterdam. The refurbishments that we had previously done on the Westerdam and Zuiderdam were also made to their sister ship, the Oosterdam. These included the addition of 34 new staterooms, a new Explorations Café, the addition of a screening room, a completely renovated Pinnacle Bar, upgrades to the shops and other improvements.
ms Oosterdam tied up at Canada Place, Vancouver BC.
Photo © Aaron Saunders
HAL (continued): While the Oosterdam was being refitted in Palermo, the Veendam was in Freeport undergoing an extensive series of Signature of Excellence upgrades including a new Mix lounge area, show lounge, additional staterooms aft, the creation of a new Lanai category stateroom and a new aft pool area called the Retreat. ms Rotterdam completed these same drydock enhancements in December.
In January, ms Prinsendam underwent the addition of 21 new staterooms with an expanded aft pool area and new pool bar. ms Zaandam completed a technical drydock with a refurbishment of some public areas and the addition of Merabella shops. In February, ms Ryndam [underwent] Signature of Excellence enhancements including the Mix lounge, show lounge, and a new Canaletto restaurant. The additional staterooms and Retreat pool will come in a couple years.
The new Martini Bar area in MIX.
Photo courtesy of Holland America Line
The Holland America Logo adorns classic wooden deckchairs.
Photo © Aaron Saunders
FTCD: Was this a huge logistical challenge to perform these renovations?
HAL: Really, it is planning when and how you can implement drydocks. But it’s not a huge challenge for us since this is our business and we regularly bring ships into drydock.
FTDC: How difficult was it to complete these drydocks in such a short amount of time?
HAL: It requires focus and dedication. As you can imagine, any wasted time can impact your completion. So, we have a great team of folks to oversee the planning, logistics and progress. And of course, the shipyard has skilled workers and their management team, too. We are heading to our third of the latest Signature of Excellence drydocks but really, we’ve done these drydocks in the past so have a good level of experience to plan, anticipate and manage through to the end result on time.
FTDC: Much has been written about the renovations to the Veendam's aft pool, covering everything from the extension of the deck itself to the re-arrangement of the pool itself. The biggest complaint, asthetically, from a lot of people has been the odd overhang and 'ducktail' that adorn the stern.
HAL: It is really somewhat logical. We made plans to add additional verandahs so the pool deck would become larger. The thing one must be aware of in this is weight and the ship’s draft. That’s why we go to the table with engineers and the shipyard to be sure that what we would like is feasible. And it was. Technically, it’s fairly easy as shipyards go. You cut the sections apart from hull add the new section and then weld it back together. Well, of course one has to be sure all the wires and connections are taken care of, too. But ship yards know how to address all of this.
ms Veendam after her refit.
Photo courtesy of Holland America Line.
FTDC: The Veendam is a ship of many firsts for Holland America. It was the first ship to have a British Captain, as well as the first ship in the history of the line to be registered outside the Netherlands (this was changed in 2006). Was there any particular reason Veendam was chosen to be first in line to recieve this major refit?
HAL: Just timing of drydocks. It was due up first and we could make the plans.
FTDC: The Amsterdam, Zaandam, and Volendam are noticeably absent from the refurbishment timeline..
HAL: These are more recent ships and currently not in the plans for the current enhancements. But they receive those items and programs that are part of Signature of Excellence in general such as soft goods in staterooms, Explorations Team, new culinary programs, and more.
New Lanai Staterooms feature sliding doors opening onto the promenade deck.
Photo courtesy of Holland America Line
FTDC: The new Lanai staterooms that open up to the promenade deck are without a doubt one of the most innovative features of these renovations. Additional balcony staterooms and inside staterooms have also been added in some cases. Do these refits serve a dual purpose by continuing to improve the passenger experience, while at the same time perhaps improving the economies of scale?
HAL: As with all our Signature of Excellence initiatives, our main objective is to continue to enhance our guest experience by blending innovation and premium touches to deliver a cruise experience that is unparaelled.
In the Rotterdam dry dock, as well as Veendam earlier this year and upcoming dry docks on Ryndam, Statendam and Maasdam, we had the opportunity to not just add more verandah staterooms (which are always popular) but to create new categories with the lanai and spa staterooms. The lanai staterooms have been incredibly popular and offer an experience that isn’t available on other lines with the opportunity to walk directly from your stateroom onto the teak promenade deck.
Of course we ultimately experience some economies of scale but we invested $42 million in improvements to the Rotterdam to add 44 staterooms, create 39 new Lanai cabins, 23 new “spa staterooms” and add The Retreat, Mix, Showroom at Sea, Canaletto and more. Our significant investment in the Signature of Excellence program – over $525 million to date – is all about enhancing the guest experience and delivering the latest innovations and services to our guests.
One other thing to mention is that this on-going investment reinforces our commitment to our mid-size fleet, which we believe is important to the premium cruise experience we deliver.
FTDC: One thing that most impressed me about these renovations was how dramatically some of the public rooms would be changing - and not in a bad way, either. It seems to have modernized them in a very classy, elegant way and allowed some of the look and feel of the Vista class ships to creep into the earlier vessels. How did you determine what areas would change, and what they would develop into?
HAL: It’s really about listening to your guests through surveys, comment cards and focus groups. And then watching the latest trends for the premium traveler.
The new MIX area onboard the MS Rotterdam.
Photo courtesy of Holland America Line
Mix, for example, really takes advantage of providing a vibrant center with three niche bars to cater to specific interests but allow a very social setting for everyone to enjoy. (Martinis, Champagne and Spirits &Ales) Our guests are looking for an upscale, trendy spot where they can gather together and be part of this exciting new ambiance.
Showroom at Sea onboard the MS Rotterdam
Photo courtesy of Holland America Line
The new show lounge concept – Showroom at Sea - expands upon the latest entertainment trends to create more than a glitzy show. It’s a modern-day take on the classic nightclub, featuring state of the art technology and a different show and themed environment nightly.
Comprised of cast members with credits such as Les Miserables and Rent on Broadway, National Tours of Mamma Mia and performances with the Tokyo Philharmonic, the shows include “Street Singin’,” “Encore,” “Live from the Stardust Lounge,” and “Bob Mackie’s Broadway.” Our guests will be wowed by this fresh approach to entertainment and the complete transformation of the showroom.
The inviting new pool area called The Retreat.
Photo courtesy of Holland America Line
One of the key highlights...is The Retreat, a new resort-style pool area on the aft of the Lido deck. The main focus of the new pool experience is a shallow area with forty-four lounge chairs where guests can relax and dip their fingers and toes in the water. Built-in benches create another place for guests to relax and dangle their legs in the refreshing water. The Retreat is a totally new approach for us to this area of the ship. We’re creating an area where guests can relax outside in a sophisticated environment, and we’re adding other fun and convenient features such as a whirlpool, a band and DJ stand and even a pizzeria.
FTDC: That's a very unique idea. Thank you for taking the time to chat with us about these new enhancements.
While some lines focus seemingly on building bigger ships than the next guy, it is nice to see Holland America's commitment to their smaller vessels continue in the form of extensive enhancements meant to bring these ships into the 21st century. This is one of the greatest advantages of the line, in that passengers who prefer their ships smaller can sail these ships without sacrificing any of the amenities of the larger Vista class ships. Other unique features, such as the Lanai staterooms, may be enough to encourage passengers who have traditionally preferred larger ships to try a voyage on a ship like the Veendam.
With the Statendam's drydock in April, the last remaining S-Class vessel to receive these refurbishments will be the ms Maasdam. A firm favorite among the Holland America fleet, Maasdam will enter drydock in April 2011 where she will emerge with the same features and fresh appearance as her fleetmates.
Among the most impressive enhancements are things not even directly related to the ships themselves. The line has introduced a new Ship Flicks program, featuring over 1,000 DVD titles. Guests' picks are sent to their staterooms upon request, and can be re-ordered as they wish.
Club HAL has also seen expansion to provide kids of all ages with even more choices than ever before, and significant improvements have been made to the line's enrichment programs. Guests can learn to blog, take cooking lessons from culinary experts around the world, hear lecturer's speak on the many ports of call, or simply take part in enhancing their own well-being with the line's Explore Well-being Program.
We look forward to seeing what unique and interesting improvements Holland America Line will think of next. For more information on Holland America, their ships and destinations, as well as their Signature of Excellence program, pay a visit to the Holland America Line website.
Aaron Saunders would like to personally thank Erik Elvejord, Director of Public Relations at Holland America Line for his time, assistance and patience in acquiring photographs for this article and answering his many questions, as well as Richard D. Meadows and the entire Holland America team for their time and thoughtful responses. The assistance of both of these fantastic gentlemen is greatly appreciated.
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