12 KEYNOTE Always improving Holland America Line president Beth Bodensteiner explains to Rebecca Gibson why partnerships, listening to guest feedback, focusing on decarbonisation and investing to improve everything from ships to private island destinations is crucial for driving future success When Beth Bodensteiner’s young children first saw the water surrounding Holland America Line’s private Bahamian island RelaxAway, Half Moon Cay, they were completely awestruck. “They thought we must have dyed the water – they just couldn’t believe it could be so crystal-clear and such an amazing blueish-green colour in real life,” she says. This is just one of many “fantastic” memories Bodensteiner has made on cruises with her children over the years. “I’ve got some awesome videos of them dancing the night away at BB King’s in a blissfully ‘uncool’ adolescent moment, completely unconcerned with how they looked and instead experiencing pure joy at being with their family,” she reminisces. “Those family moments are one of the things that makes cruising so special.” Bodensteiner’s memories of family trips during her own childhood sparked her lifelong love of travel. “I grew up in a family that loved travelling,” she says. “We mainly took road trips and we were raised to appreciate the journey just as much as the destination. For me, one of the many benefits of cruising is that you can take your time, explore along the way and be surprised by what you see on the journey.” Guests can enjoy many moments of surprise when cruising with Holland America Line, one of eight brands owned by Carnival Corporation. The company was founded in Rotterdam, Netherlands, on 18 April 1873 and primarily transported European immigrants to the USA. It sailed its first vacation cruise in 1895 and is now a premium cruise brand operating 11 ships that take more than 800,000 guests on over 500 voyages per year to destinations in all seven continents. Bodensteiner began her career at Holland America Line in 2002, starting as a public relations coordinator before rising through the ranks in various marketing and management roles to become senior vice president and chief commercial officer. She began her role as president in December 2024. “I found the cruise industry through a colleague who told me about the fun work her family member was doing to plan ship inaugurals,” she says. “I fell in love with it because of my first boss – a creative, dynamic public relations professional who really showed how much fun you could have while working hard and producing amazing results.” Bodensteiner and her team are working hard to sustainably grow Holland America Line’s business by enhancing everything from the ships to the onboard experience, the itineraries, its private island destination and its lodge at Denali National Park in Alaska, USA. “We want to ensure the experiences we offer continue to evolve while remaining true to what makes our brand distinctive,” says Bodensteiner. “Ongoing ship refurbishments allow us to create greater consistency across the fleet while revitalising public spaces and modernising our signature elegant aesthetic. Oosterdam and Westerdam recently emerged from dry docks with refreshed dining venues, entertainment spaces, bars and lounges, along with updated and additional staterooms. Koningsdam is receiving improvements to accommodate more families. Stay tuned for fleet updates – there are a lot more to come.” Holland America Line is also enhancing RelaxAway, Half Moon Cay ahead of the 2026-2027 Caribbean season. It is adding a new beach club, shops, pickleball courts and food trucks, while also upgrading beach facilities, refreshing dining venues and enhancing services on the island. “These investments are about deepening the moments of effortless enjoyment and leisure at our private island,” says Bodensteiner. “We want the island to be the ultimate relaxing beach escape.” Similarly, the brand is investing $70 million on a multi-year project to “ One of the many benefits of cruising is that you can take your time”
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