In 2003 A Kirk Lanterman, Chairman & CEO, Holland America Line, explained why Holland America Line is looking forward to another 130 years of premium business...

Heading into Another 130 years

As Holland America Line celebrates our 130th anniversary this year, we are proud to be the best premium cruise line in the world—operating in Alaska, the Caribbean, South America, Europe, and throughout the world. We have a rich history and are pleased to see growing demand for our product as we launch into our most aggressive growth phase ever.

Holland America has been voted the Number One Premium Cruise Line by readers of Conde’ Nast Traveler, and Travel & Leisure. Our strategic standards – well-trained employees, incredible service and efficiency – enable us to outperform any other premium cruise line and deliver spectacular value to our guests.

What makes a cruise line ?premium? – that segment of the cruise marketplace between mass market and luxury cruises -- is a long list of attributes, but a few characterize Holland America especially well. These are unsurpassed value, world-renowned service and worldwide deployment.

One measurement of the value we provide is a matter of space— there is more space per guest aboard a Holland America ship than with any other cruise line in our class. Then there is the quality of choice in shipboard dining, top talent in entertainment, and the variety of onboard activities.

Our dedication to providing unequalled service to our guests has been consistently recognized: both by our passengers who return to our ships year after year, and by accolades awarded by the travel industry. In 2003, our five-star vessels will carry our passengers to new discoveries worldwide, visiting all seven continents on 447 sailings. Value is also reflected in our carefully-researched itineraries, crafted for guests of all interests and activity levels.

The future of the premium marked is evolving with Holland America, too. Our new ?Vista Class? of ships, including the ms Zuiderdam, launched last December, will carry that standard to the next level and increase our capacity by 73% by 2006. We’ll take delivery of the ms Oosterdam in June 2003, the ms Westerdam in April 2004, ?Vista 4? in October 2005, and ?Vista 5? in Spring 2006. Each ship has 1,848 lower berths, which by size takes these ships to the top realm of the premium cruise category. With each new class of ships we add new features, and these new Vista-class ships have some features that are going to be extremely popular. Some 85 percent of the staterooms offer an ocean view, and two-thirds of those staterooms have private verandahs. The effect of the overall spaciousness, the views, and the verandahs is remarkable. Our idea is to maximize the potential of the ?premium? experience for the entire family, while offering maximum value.

As the cruise industry expands, we expect to see growing demand for our product, especially from Baby Boomers – those with young families as well as those reaching retirement age. This generation sees cruising as a great value. Thus our industry, despite short-term economic uncertainty, can expect to see unparalleled opportunities in the years ahead.

Looking to the future, we will continue to emphasize our core standards of efficiency, quality and dedication to service. Along with this we will continue our commitment to the safety and security of our guests. Our industry has raised the bar of safety and security for every cruise line. Holland America sees this as a top priority, and is determined to lead the industry in this regard also.

As the cruise industry moves forward, we are ready and eager to continue to be the top premium line and an industry leader.

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