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August 2011
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Holland America Line’s 2012 Group Amenities Program Adds New Workshop Category For Educational Group Seminars

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August 30, 2011.

In addition to its industry-leading custom Group Amenities Packages (GAP) for weddings, family reunions and culinary groups, Holland America Line now offers a GAP workshop program intended for educational groups hosting seminars. Holland America Line’s Group Amenities Program caters to these segments by providing them with incentives tailored to each group program. All other groups earn amenity incentives based on GAP points established by the cruise destination, departure date and length.

Holland America Line’s 2012 GAP menu features 41 amenities including private wine tastings, a Champagne Bon Voyage Party, and two different Wine Navigator Packages. Travel Agents “spend” earned GAP points to select personalized amenities for their group. Additionally, the incentive-based program supports travel agents marketing to affinity groups to increase their revenue.

“With these exceptional GAP incentives our goal is to encourage more affinity group bookings by offering unique, customized experiences for guests while at the same time enabling travel agents to maximize their revenue,” said Richard Meadows, executive vice president, marketing, sales and guest programs. “The menu of amenities is so broad — ranging from charity donations to a massage followed by dinner at the Pinnacle Grill — that there’s something for everyone.”

The new workshop program requires a minimum of 15 guests, and the group brings its personal educator and onboard agenda. Workshop groups receive an exclusive selection of amenities, including:
· One cocktail party per group and one Pinnacle Grill lunch. Groups with more than 48 guests can have two cocktail parties in place of the Pinnacle Grill lunch.
· Two group sessions with half-off pricing for all technical equipment required for onboard seminars and workshops, and complimentary pastries and snacks.

Other available 2012 GAP menu amenities include beverage cards, lunch or dinner at the Pinnacle Grill, monogrammed robes and a cocktail party with hot hors d’oeuvres. GAP points are based on a per-person value, and selections must be made 90 days prior to the cruise departure.

For more information on cruise groups and GAP amenities, Holland America Line offers the free guide, “Developing Group Business.” To download or order a printed copy, visit Travel Agent Headquarters at and look under the Sales Tools tab or call 1-800-544-0443. Polar Online can be accessed at the website as well.

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