Holland America Launches Loyalty Program

SEATTLE, Sept. 14 /PRNewswire/ -- For those who have sailed even just once
with Holland America Line, there's now more to enjoy on future cruises.  The
new Mariner Society Rewards Program provides past guests with exciting new
benefits from generous onboard discounts while sailing and special rates on
select cruises to reduced or free third and fourth rates when booking future
cruises.  Benefits are tiered and vary based on a guest's cruise history.

"We wanted to create a program that gives our loyal Mariner members fantastic
perks, cruise values and enhances that sense of pride they feel after having
sailed on several cruises with Holland America Line," said Richard D. Meadows,
CTC, executive vice president, marketing, sales and guest programs.  "We have
one of the highest repeat guest ratios in the cruise industry and our loyal
guests deserve the valuable benefits in our new Mariner Society Rewards
Program."

The Mariner Society Rewards Program offers a four-level progressive membership
with a wide range of cruise and on-board savings and extra values.   All
guests who sail with Holland America Line are automatically welcomed into the
Mariner Society where they receive special offers on upcoming cruises as well
as advance information about new ships and the latest product enhancements. 

Based on past cruises recorded as cruise days, members now enjoy Star
memberships with four different levels offering an ever-widening range of
cruise options and enhancements.  Guests automatically collect additional
"cruise days" or cruise day credits based on their onboard spending or through
the purchase of one of the premium line's suite options.

Star Mariner
Guests who complete their initial cruise with Holland America Line are
automatically enrolled in the Mariner Society's first level, earning cruise
days towards future cruises and an exclusive collectable gift.  Among the
features of Star Mariner status: special offers on select sailings, 50 percent
discount for third and fourth guests on select sailings, hosted sailings with
Holland America Line Ambassadors, a relaxing Welcome Back Embarkation Brunch
on future cruises, a subscription to the Mariner Magazine and a Mariner
Champagne Brunch on future cruises. 

Two-Star Mariner
After 30 cruise day credits earned, Two-Star guests receive all the amenities
of a Star Mariner plus shopping discounts, featuring 15 percent off
merchandise purchased from ShopHollandAmerica.com and 10 percent off logo
apparel items onboard in the gift shops.  Two-Star Mariners also will receive
a complimentary ship photo and be sent an exclusive annual cruise planner and
special recognition pin.

Three-Star Mariner
With 75 cruise days earned, Three-Star guests automatically are given all
Two-Star amenities plus generous new discounts including 10 percent off on
select spa treatments; a 25 percent discount on all wine packages, mini-bar
purchases, Explorations Cafe drinks and alternative restaurant surcharges;
special advanced notice of new itineraries; and a waiver of air deviation
fees.

Four-Star Mariner
At the top of the tiers, with 200 cruise days earned, Four-Star guests enjoy
the benefits of all Star levels below and the bonus of free fare for third and
fourth guests on select sailings; complimentary wine tasting and
laundry/pressing; a 50 percent discount on all wine packages, mini-bar
purchases, Explorations Cafe drinks and alternative restaurant surcharges; a
15 percent discount on logo apparel items onboard in the gift shops; priority
tender service and check-in; priority shore excursion pre-booking; and a free
subscription to Food and Wine magazine or Travel and Leisure magazine.

The new Mariner Society Rewards Program will roll out to the entire fleet by
October 18, 2009.  For more information, consult a travel agent, call
1-877-SAIL-HAL (877-724-5425) or visit www.hollandamerica.com.

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About Holland America Line [a division of Carnival Corporation and plc (NYSE:
CCL and CUK)]
Holland America Line's fleet of 14 ships offers nearly 500 cruises to 320
ports in more than 100 countries, territories or dependencies.  Two- to
108-day itineraries visit all seven continents, and highlights include
Antarctica, South America, Australia/New Zealand and Asia voyages; a Grand
World Voyage; and popular sailings to ports in the Caribbean, Alaska, Mexico,
Canada/New England, Europe and Panama Canal.  A 15th ship, ms Nieuw Amsterdam,
is scheduled to join the fleet in 2010.

Fleetwide, the company features Signature of Excellence enhancements, a
commitment totaling more than $525 million, that showcase the Culinary Arts
Center presented by Food & Wine magazine -- a state-of-the-art onboard show
kitchen where more than 60 celebrated guest chefs and culinary experts provide
cooking demonstrations and classes -- Explorations Cafe powered by The New
York Times, teens-only activity areas and all new stateroom amenities
highlighted by flat-panel TVs and plush Euro-top Mariner's Dream Beds. 

World's Leading Cruise Lines
The highest-rated premium cruise line in the world, Holland America Line 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 and Costa Cruises.  Sharing a passion to please each guest and a
commitment to quality and value, these 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.  

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