"Signature of Excellence" Initiative

Hi Everyone,

I received this press release from Holland America and thought it
would be of interest. If you have missed any of my news' postings,
they are available on my web site.

Best regards,
Ray
LIGHTHOUSE TRAVEL
800-719-9917 or 805-566-3905
http://www.lighthousetravel.com


Holland America Line to Invest $225 Million in 'Signature of
Excellence' Initiative

Strengthens Company's Leadership Position in Premium Cruise Industry

SEATTLE, Nov. 10
In a move to strengthen its position as the premium cruise leader,
Holland America Line will invest $225 million in unparalleled product
and service enhancements on its fleet of 12 five-star ships. Called
"Signature of Excellence," this comprehensive initiative will center
around five main components of Holland America Line's cruise
experience: dining; accommodations; service; activities; and
destinations.
(Photo: http://www.newscom.com/cgi-bin/prnh/20031110/SFM085-a
http://www.newscom.com/cgi-bin/prnh/20031110/SFM085-b )
In announcing the "Signature of Excellence" initiative, Holland
America Line chairman and CEO A. Kirk Lanterman said, "This nearly
quarter of a billion dollar commitment is the most significant product
investment in our industry. The groundbreaking initiative will clearly
cement our leadership position and our promise of delivering the best
premium cruise experience available."

The "Signature of Excellence" initiative will be directed by newly
appointed Holland America president and chief operating officer, Stein
Kruse. "We are evaluating and assessing just about every aspect of our
operation to ensure that we provide our guests with a truly
extraordinary experience and tremendous value," said Kruse. "Holland
America clearly sets the industry standard in premium cruising, and we
need to challenge ourselves diligently and deliberately to ensure our
excellent product of today is even better in the future. With
'Signature of Excellence' we will ensure that our premium product is
well matched to meet the expectations of tomorrow's sophisticated
travelers."

Enhancements, and in some cases construction, associated with the
"Signature of Excellence" initiative will begin in late 2003 and are
scheduled to be fully completed on all Holland America ships within 24
months. All shipboard work will occur during regularly scheduled
dry-docks. Many of the "Signature of Excellence" enhancements will be
incorporated on the company's 13th and 14th ships that are under
construction in Italy. The 1,848-passenger Vista class ship ms
Westerdam is scheduled for delivery in April 2004 and a yet unnamed
vessel joins the fleet in January 2006.

Enhanced Dining Experience

Long known for the most extensive menus at sea, Holland America Line
will further differentiate its dining experience with additions such
as the new Pinnacle Grill, even more personalized service and two more
dining times in the main dining room, enhanced Lido dining and
services, and a groundbreaking new Culinary Arts Program.

The Pinnacle Grill is a popular alternative restaurant that is
currently featured on eight ships and will be added to the remaining
ships. The Pinnacle Grill serves Pacific Northwest specialties
including aged, prime beef and superb seafood items, as well as fine
wines, all in a romantic, upscale atmosphere -- complete with
distinctive Bulgari china and elegant Riedel stemware.

The popular Lido -- a casual alternative dining experience, features
breakfast, lunch and dinner in a relaxed, buffet and food-court style
-- will be further enhanced with made-to order dinner entrees and
table-side waiter service at dinner.

A new Culinary Arts Program will be an interactive experience that
will appeal to gourmet food and wine lovers, and will be conducted in
specially designed "Culinary Arts Theaters" on-board the ships.

More Luxurious Accommodations

Already offering the most spacious and elegant accommodations in
premium cruising, Holland America will enhance its staterooms with
even more luxurious items.

All staterooms will be outfitted with Premium Plush Euro-Top
mattresses, 100 percent Egyptian cotton bed linens, extra-fluffy
towels and deluxe terry bathrobes. New amenities will include massage
showerheads, lighted magnifying make-up mirrors and stylish new hair
dryers. Guests will also be welcomed with a complimentary fresh fruit
basket and an elegant stainless-steel ice bucket and serving tray for
use with in-cabin beverages.

In addition, all suites will be outfitted with comfortable duvets on
the beds; fully-stocked mini-bars; VCRs or DVD players and access to a
well-stocked video/DVD library; and personalized stationery.

"Signature of Excellence" will further enhance the "suite life" with
the expansion of the Neptune Lounge. Currently available on seven
Holland America Line ships, this industry-leading concierge lounge
will be extended to all the ships in the fleet. The exclusive Neptune
Lounge is a private retreat for Deluxe Verandah Suite and Penthouse
Suite guests, where they can relax, read and socialize, as well as
take advantage of the personalized services from the Neptune Lounge's
concierge.

Continued Superb Service Levels

Holland America, renowned for its superb service, will enhance its
service level even further with many additional touches, including
early embarkation and a state-of-the-art Greenhouse Spa experience.

The company recently announced an early embarkation program across its
12-ship fleet that features boarding as early as 11:30 a.m. and a
leisurely disembarkation process at the end of the voyage. In
addition, other service enhancements include a convenient folio
posting of nominal, optional gratuities, as well as automatic service
charge postings to bar-bills, thus simplifying the sometimes confusing
cruise tipping system.

The famed land-based Greenhouse Spa, already existing on Vista-class
ships, will be added to the other ships in the fleet. Guests can
choose from a variety of Signature Treatments designed especially for
Holland America Line. To accommodate the Greenhouse Spa features, spa
and fitness facilities will be expanded, adding several treatment
rooms, a thermal suite and a hydro-pool.

Exciting and Unique Activities

In order to provide guests with new and unique enrichment experiences,
Holland America Line will introduce a number of enhancements including
the aforementioned Culinary Arts Theater, Exploration and Enrichment
programs and an upgraded HAL Kids Center.

A new Sidewalk Cafe/Exploration Center will be the hub of the
enrichment programs and will provide a multi-dimensional venue focused
on destination, relaxation and entertainment choices. In addition,
Holland America will expand its lecture series with more diverse
offerings.

A more comprehensive Kids Center and Youth Program will offer
age-specific activities designed to provide kids with entertaining
choices and parents with peace of mind knowing their children are
enjoying supervised fun.

Unmatched Destinations

Holland America will stay true to its tradition of exploration by
offering the best itineraries in the industry. The company will
enhance its robust shore excursion program to include more "Medallion
Shore Excursions." These, one-of-a-kind, exclusive experiences are
available in many ports and range from private tours of estates in the
Caribbean to big game photo tours in Africa to private helicopter
tours over Hong Kong.

Holland America Line's Half Moon Cay, the highest-rated private island
in the Caribbean, will feature new options such as horseback riding, a
stingray lagoon experience, a new Kids Aqua Park and a Wave Runner
Park.

"This unprecedented initiative will significantly raise the bar in
premium cruising and ensure that the Holland America Line experience
is unmatched," continued Kruse. "More details about 'Signature of
Excellence' enhancements will be announced in the next few weeks. We
are committed to ensuring that 'Signature of Excellence' becomes a
hallmark of the Holland America Line tradition and will support it
with the most extensive advertising and marketing campaign in the
company's history."

About Holland America Line

In 2004, Holland America's fleet of 13, five-star, premium ships will
offer nearly 500 sailings from 15 North American home ports, including
new departures from Norfolk, VA; Baltimore, MD; and Boston, Mass.
Recent additions to the fleet include the 1,848-passenger Vista ships,
ms Zuiderdam and ms Oosterdam. In April 2004, the third Vista sister,
ms Westerdam joins the fleet. The fleet will visit all seven
continents in 2004, while increasing the number of cruises to popular
destinations like Alaska (139 cruises scheduled), the Caribbean (191),
Europe (58) and Canada/New England (26).

Holland America excels in service, amenities and special programs.
Known for consistent and attentive service, its ships have one of the
highest staff members to guest ratio. Spacious staterooms average 25
percent larger and verandahs twice as large as those on other lines'
ships. Menus are among the most extensive at-sea. Dining choices
include formal elegance, alternative specialty dining in the Pacific
Northwest-themed Pinnacle Grill, casual fare and complimentary 24-hour
room service.

The winner of the 10th consecutive "Best Overall Cruise Value" award
from the World Ocean & Cruise Liner Society (WOCLS), the line offers
the only trip cancellation program in the industry that offers cash
back for canceling for any reason prior to 24 hours before departure.
For more information, consult a professional travel agent.

World's Leading Cruise Lines

The highest-rated premium cruise line in the world in the 2003 Travel
& Leisure magazine "World's Best" Awards, Holland America is a member
of the exclusive World's Leading Cruise Lines alliance, which also
includes Carnival Cruise Lines, Princess Cruises, Cunard Line,
Seabourn Cruise Line, Costa Cruises and Windstar Cruises. Sharing a
passion to please each guest and a commitment to quality and value,
the member lines appeal to a wide range of lifestyles and budgets. The
World's Leading Cruise Lines offer exciting and enriching cruise
vacations to the world's most desirable destinations. Conde Nast
Traveler magazine readers also ranked Holland America Line as the top
premium cruise line in the world in the much-anticipated 2003 Readers'
Choice Awards.



Best regards,
Ray
LIGHTHOUSE TRAVEL
800-719-9917 or 805-566-3905
http://www.lighthousetravel.com

Hi Ray,

It's nice to see that HAL is finally going to admit that tipping is expected
on their ships and are going to accept tips on the bar bills. It's about
time. Their current statements about tipping are truly confusing.

Maybe we'll get even better service when those people that don't tip are
told that it is expected.

Tobieon an Island in the Pacific


"Ray Goldenberg" wrote in message
...
Hi Everyone,

I received this press release from Holland America and thought it
would be of interest. If you have missed any of my news' postings,
they are available on my web site.

Best regards,
Ray
LIGHTHOUSE TRAVEL
800-719-9917 or 805-566-3905
http://www.lighthousetravel.com

The company recently announced an early embarkation program across its
12-ship fleet that features boarding as early as 11:30 a.m. and a
leisurely disembarkation process at the end of the voyage. In
addition, other service enhancements include a convenient folio
posting of nominal, optional gratuities, as well as automatic service
charge postings to bar-bills, thus simplifying the sometimes confusing
cruise tipping system.


Release Date: 11/3/2003


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Outgoing mail is certified Virus Free.
Checked by AVG anti-virus system (http://www.grisoft.com).
Version: 6.0.536 / Virus Database: 331 - Release Date: 11/3/2003

Subject: "Signature of Excellence" Initiative

experience with additions such
as the new Pinnacle Grill, even more personalized service and two more
dining times in the main dining room,

Shades of Carnival.......two more dining times in the main dining room keep the
pax in revenue generating areas more hours of the day.

Babette

On 10 Nov 2003 18:58:39 GMT, (OcnGypZ) wrote:


Shades of Carnival.......two more dining times in the main dining room keep the
pax in revenue generating areas more hours of the day.

Hi Babette,

The other way to look at it is that it provides the guests more
choices in dining times.

Best regards,
Ray
LIGHTHOUSE TRAVEL
800-719-9917 or 805-566-3905
http://www.lighthousetravel.com

Was on Maasdam in 2002 and am booked for Feb 2004. No confusion about tips
the first time. Bar staff in Crows nest probably got bigger tips from our
group than the automatic add on tip of other lines because service was
excellent. Does anyone know how much of this program will be implemented on
this ship for our Feb. 2004 cruise out of Norfolk?
"Ray Goldenberg" wrote in message
...
Hi Everyone,

I received this press release from Holland America and thought it
would be of interest. If you have missed any of my news' postings,
they are available on my web site.

Best regards,
Ray
LIGHTHOUSE TRAVEL
800-719-9917 or 805-566-3905
http://www.lighthousetravel.com


Holland America Line to Invest $225 Million in 'Signature of
Excellence' Initiative

Strengthens Company's Leadership Position in Premium Cruise Industry

SEATTLE, Nov. 10
In a move to strengthen its position as the premium cruise leader,
Holland America Line will invest $225 million in unparalleled product
and service enhancements on its fleet of 12 five-star ships. Called
"Signature of Excellence," this comprehensive initiative will center
around five main components of Holland America Line's cruise
experience: dining; accommodations; service; activities; and
destinations.
(Photo: http://www.newscom.com/cgi-bin/prnh/20031110/SFM085-a
http://www.newscom.com/cgi-bin/prnh/20031110/SFM085-b )
In announcing the "Signature of Excellence" initiative, Holland
America Line chairman and CEO A. Kirk Lanterman said, "This nearly
quarter of a billion dollar commitment is the most significant product
investment in our industry. The groundbreaking initiative will clearly
cement our leadership position and our promise of delivering the best
premium cruise experience available."

The "Signature of Excellence" initiative will be directed by newly
appointed Holland America president and chief operating officer, Stein
Kruse. "We are evaluating and assessing just about every aspect of our
operation to ensure that we provide our guests with a truly
extraordinary experience and tremendous value," said Kruse. "Holland
America clearly sets the industry standard in premium cruising, and we
need to challenge ourselves diligently and deliberately to ensure our
excellent product of today is even better in the future. With
'Signature of Excellence' we will ensure that our premium product is
well matched to meet the expectations of tomorrow's sophisticated
travelers."

Enhancements, and in some cases construction, associated with the
"Signature of Excellence" initiative will begin in late 2003 and are
scheduled to be fully completed on all Holland America ships within 24
months. All shipboard work will occur during regularly scheduled
dry-docks. Many of the "Signature of Excellence" enhancements will be
incorporated on the company's 13th and 14th ships that are under
construction in Italy. The 1,848-passenger Vista class ship ms
Westerdam is scheduled for delivery in April 2004 and a yet unnamed
vessel joins the fleet in January 2006.

Enhanced Dining Experience

Long known for the most extensive menus at sea, Holland America Line
will further differentiate its dining experience with additions such
as the new Pinnacle Grill, even more personalized service and two more
dining times in the main dining room, enhanced Lido dining and
services, and a groundbreaking new Culinary Arts Program.

The Pinnacle Grill is a popular alternative restaurant that is
currently featured on eight ships and will be added to the remaining
ships. The Pinnacle Grill serves Pacific Northwest specialties
including aged, prime beef and superb seafood items, as well as fine
wines, all in a romantic, upscale atmosphere -- complete with
distinctive Bulgari china and elegant Riedel stemware.

The popular Lido -- a casual alternative dining experience, features
breakfast, lunch and dinner in a relaxed, buffet and food-court style
-- will be further enhanced with made-to order dinner entrees and
table-side waiter service at dinner.

A new Culinary Arts Program will be an interactive experience that
will appeal to gourmet food and wine lovers, and will be conducted in
specially designed "Culinary Arts Theaters" on-board the ships.

More Luxurious Accommodations

Already offering the most spacious and elegant accommodations in
premium cruising, Holland America will enhance its staterooms with
even more luxurious items.

All staterooms will be outfitted with Premium Plush Euro-Top
mattresses, 100 percent Egyptian cotton bed linens, extra-fluffy
towels and deluxe terry bathrobes. New amenities will include massage
showerheads, lighted magnifying make-up mirrors and stylish new hair
dryers. Guests will also be welcomed with a complimentary fresh fruit
basket and an elegant stainless-steel ice bucket and serving tray for
use with in-cabin beverages.

In addition, all suites will be outfitted with comfortable duvets on
the beds; fully-stocked mini-bars; VCRs or DVD players and access to a
well-stocked video/DVD library; and personalized stationery.

"Signature of Excellence" will further enhance the "suite life" with
the expansion of the Neptune Lounge. Currently available on seven
Holland America Line ships, this industry-leading concierge lounge
will be extended to all the ships in the fleet. The exclusive Neptune
Lounge is a private retreat for Deluxe Verandah Suite and Penthouse
Suite guests, where they can relax, read and socialize, as well as
take advantage of the personalized services from the Neptune Lounge's
concierge.

Continued Superb Service Levels

Holland America, renowned for its superb service, will enhance its
service level even further with many additional touches, including
early embarkation and a state-of-the-art Greenhouse Spa experience.

The company recently announced an early embarkation program across its
12-ship fleet that features boarding as early as 11:30 a.m. and a
leisurely disembarkation process at the end of the voyage. In
addition, other service enhancements include a convenient folio
posting of nominal, optional gratuities, as well as automatic service
charge postings to bar-bills, thus simplifying the sometimes confusing
cruise tipping system.

The famed land-based Greenhouse Spa, already existing on Vista-class
ships, will be added to the other ships in the fleet. Guests can
choose from a variety of Signature Treatments designed especially for
Holland America Line. To accommodate the Greenhouse Spa features, spa
and fitness facilities will be expanded, adding several treatment
rooms, a thermal suite and a hydro-pool.

Exciting and Unique Activities

In order to provide guests with new and unique enrichment experiences,
Holland America Line will introduce a number of enhancements including
the aforementioned Culinary Arts Theater, Exploration and Enrichment
programs and an upgraded HAL Kids Center.

A new Sidewalk Cafe/Exploration Center will be the hub of the
enrichment programs and will provide a multi-dimensional venue focused
on destination, relaxation and entertainment choices. In addition,
Holland America will expand its lecture series with more diverse
offerings.

A more comprehensive Kids Center and Youth Program will offer
age-specific activities designed to provide kids with entertaining
choices and parents with peace of mind knowing their children are
enjoying supervised fun.

Unmatched Destinations

Holland America will stay true to its tradition of exploration by
offering the best itineraries in the industry. The company will
enhance its robust shore excursion program to include more "Medallion
Shore Excursions." These, one-of-a-kind, exclusive experiences are
available in many ports and range from private tours of estates in the
Caribbean to big game photo tours in Africa to private helicopter
tours over Hong Kong.

Holland America Line's Half Moon Cay, the highest-rated private island
in the Caribbean, will feature new options such as horseback riding, a
stingray lagoon experience, a new Kids Aqua Park and a Wave Runner
Park.

"This unprecedented initiative will significantly raise the bar in
premium cruising and ensure that the Holland America Line experience
is unmatched," continued Kruse. "More details about 'Signature of
Excellence' enhancements will be announced in the next few weeks. We
are committed to ensuring that 'Signature of Excellence' becomes a
hallmark of the Holland America Line tradition and will support it
with the most extensive advertising and marketing campaign in the
company's history."

About Holland America Line

In 2004, Holland America's fleet of 13, five-star, premium ships will
offer nearly 500 sailings from 15 North American home ports, including
new departures from Norfolk, VA; Baltimore, MD; and Boston, Mass.
Recent additions to the fleet include the 1,848-passenger Vista ships,
ms Zuiderdam and ms Oosterdam. In April 2004, the third Vista sister,
ms Westerdam joins the fleet. The fleet will visit all seven
continents in 2004, while increasing the number of cruises to popular
destinations like Alaska (139 cruises scheduled), the Caribbean (191),
Europe (58) and Canada/New England (26).

Holland America excels in service, amenities and special programs.
Known for consistent and attentive service, its ships have one of the
highest staff members to guest ratio. Spacious staterooms average 25
percent larger and verandahs twice as large as those on other lines'
ships. Menus are among the most extensive at-sea. Dining choices
include formal elegance, alternative specialty dining in the Pacific
Northwest-themed Pinnacle Grill, casual fare and complimentary 24-hour
room service.

The winner of the 10th consecutive "Best Overall Cruise Value" award
from the World Ocean & Cruise Liner Society (WOCLS), the line offers
the only trip cancellation program in the industry that offers cash
back for canceling for any reason prior to 24 hours before departure.
For more information, consult a professional travel agent.

World's Leading Cruise Lines

The highest-rated premium cruise line in the world in the 2003 Travel
& Leisure magazine "World's Best" Awards, Holland America is a member
of the exclusive World's Leading Cruise Lines alliance, which also
includes Carnival Cruise Lines, Princess Cruises, Cunard Line,
Seabourn Cruise Line, Costa Cruises and Windstar Cruises. Sharing a
passion to please each guest and a commitment to quality and value,
the member lines appeal to a wide range of lifestyles and budgets. The
World's Leading Cruise Lines offer exciting and enriching cruise
vacations to the world's most desirable destinations. Conde Nast
Traveler magazine readers also ranked Holland America Line as the top
premium cruise line in the world in the much-anticipated 2003 Readers'
Choice Awards.



Best regards,
Ray
LIGHTHOUSE TRAVEL
800-719-9917 or 805-566-3905
http://www.lighthousetravel.com

Ray Goldenberg wrote:

Hi Everyone,

I received this press release from Holland America and thought it

In announcing the "Signature of Excellence" initiative, Holland
America Line chairman and CEO A. Kirk Lanterman said, "This nearly
quarter of a billion dollar commitment is the most significant product
investment in our industry. The groundbreaking initiative will clearly
cement our leadership position and our promise of delivering the best
premium cruise experience available."


All of the announced enhancements are very nice; but what they really
need to enhance is the way they deal (or don't deal) with problems on
board. They need to learn a lesson from the other cruise lines, and the
hospitality industry in general, about decentralizing the manner in
which problems are dealt with. Currently, the guest relations staff and
even the Hotel Manager are under the thumb of corporate headquarters,
when it comes to dealing with passenger problems. This is just bad
management.

Howard

OcnGypZ wrote:

experience with additions such
as the new Pinnacle Grill, even more personalized service and two more
dining times in the main dining room,


Shades of Carnival.......two more dining times in the main dining room keep the
pax in revenue generating areas more hours of the day.

Could you please clarify this? I don't understand what offering more
dining times has to do with keeping passengers in revenue-generating
areas more hours of the day. Perhaps the fact that I've never cruised
Carnival is contributing to my confusion.

Thanks.

Karen Selwyn

Could you please clarify this? I don't understand what offering more
dining times has to do with keeping passengers in revenue-generating
areas more hours of the day.

I have never cruised on HAL, but I have cruised on Carnival. They
have two dining rooms. Dinner is still early seating or late seating.
One dining room opens 30 minutes before the other one, at each
seating.

I believe it helps the people who work in the kitchen.

Becca -----just guessing...

GGC http://www.ggc2004.com/
Norwegian Dawn http://www.cruisemaster.com/dawn.htm
Sleazy3 http://www.cruisemaster.com/sleazy3.htm
MOAGC http://www.motherofallgroupcruises.com/

You know, Ray, this title "Signature of Excellence" is really insipid. I wonder
how much they paid for that?

My own little word processing thesaurus has come up with the folliwing
alternatives:

Brand
Emblem
Label
Mark
Cross
Seal
Sign
Badge
Imprint

of

Quality
Value
Greatness
Integrity
Character
Merit
Eminence
Hospitality

Kevin Griffin
--
The Cruise People Ltd, London
http://www.cruisepeople.co.uk
Isn't it High Time you were on the High Seas?