Holland America’s new president lets guests have their say — and hints at a loyalty program overhaul
New leadership at a beloved cruise line would presumably lead to some changes, both in the front office and onboard its ships. At Holland America, where former chief commercial officer Beth Bodensteiner stepped up to lead the line as president in 2025, some shifts are indeed in store — and some are not.
Bodensteiner has been with Holland America for 23 years and worked closely with former president Gustavo (Gus) Antorcha. Recently in Italy, she gave TPG a peek at the line’s future while on board the 1,964-passenger Zuiderdam — a Holland America ship in the midst of an epic 125-day around-the-world voyage.
Such long-haul cruises, known as Grand World Voyages, are a Holland America specialty. They typically last four months or longer and visit dozens of ports around the world. The 2025 edition dropped anchor in Cape Town, Malta and Alexandria, Egypt, to name a few ports; the recently announced 2027 itinerary includes remote ports on the Atlantic islands of St. Helena and Ascension — a route that follows the second voyage of captain James Cook.
“These are guests that sail with us over and over,” Bodensteiner said of the highly traveled, discerning passengers onboard the Grand World Voyage. ”We’ve got to give them something different.”
But not so different that it drives them away or disappoints them.
When asked whether anything fundamental would change about the guest experience under her leadership, Bodensteiner was unequivocal. “Absolutely not,” she said. But she did signal that there might be other, less-foundational enhancements to the Holland America experience, with guest requests and recommendations leading the way.
Related: The ultimate guide to Holland America ships and itineraries
“We have a team that is deeply rooted in data and guest research, and they have loads to implement that speaks to that research,“ she said. “Guests are so happy, which is awesome to see. I think this is directly related to the fact that we’re really listening and paying attention to what they want.”
Data gathering at Holland America includes guest surveys as well as analysis of what guests are gravitating toward and purchasing on board.
That guest-driven to-do list includes an update to onboard entertainment with a renewed focus on production-style shows, sailaway celebrations that reflect the ship’s itinerary (think fresh crab in Alaska), and an expanded guest speaker program for those onboard who want a true destination deep-dive. Other modifications will be destination-specific.
"There’s some changes coming to the way we deliver the Caribbean that are totally different than what we’ve done in other regions,” Bodensteiner said. “Guests want a more relaxing experience, and they want things happening by the pool that are relaxing.” She added that they are not necessarily looking for poolside games and other, noisier resort-style activities.
Other requests have been straightforward and are either implemented already or in the works. Things like more dancing, more string quartets, more pickleball, after-dinner mint service and entertainment every night fall into this category. She also expressed particular pride in the fleet's new Global Fresh Fish program, which sources more than 80 kinds of fresh fish from local ports, rather than importing and shipping them in. The impact on board was immediate — the line saw a rise in how much fish people were ordering.
Related: Holland America is out with another epic cruise
“Our guests care about sustainability, and we do as well," Bodensteiner said. "The other wonderful thing is that this supports our local ports, which is tremendously important to me, as well as to our folks in food and beverage."
A few guest requests and questions go directly to Bodensteiner. One of the perks of sailing on the current Grand World Voyage is that guests, among the brand’s most loyal and highest-spending, get some face time with the president. In the ship’s theater, Bodensteiner fielded questions about everything from the temperature of the dining room (too cold, according to one guest) to the quality of the soup stock. (Bodensteiner passed this one to the food and beverage team, but said she thought the stock was made from scratch.)
There were also requests for things like improved accessibility for guests using mobility aids, and questions about the single supplement — an extra amount that solo passengers pay to occupy a cabin designed for two people.
Bodensteiner also hinted at a future update to Holland America’s loyalty program, the Mariner Society. Calling the current tiering system “outdated,” she said the line is well aware that the program needs changes and will work on it this year.
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- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
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| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
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Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.