At the 28^th annual Marine Hotel Association conference and trade show in Orlando, Florida, Disney Cruise Line President Karl Holz addressed a breakfast gathering about his brand, and pushing forward for excellence.

Holz, who also oversees key-growth businesses for Disney, underscored the vacation company’s philosophy of “if you can dream it you can do it.”

New ships in the Dream and Fantasy have expanded the company’s itinerary reach, but have also raised the level for family vacation entertainment, said Holz.

But more importantly, a culture of excellence is driven by their onboard crew, he said, “our crew culture is our most important asset.”

Ideas at Disney come from “everyone and everywhere,” according to Holz, who was the keynote speaker on Monday morning at the biggest MHA show to date, with over 240 booths and an impressive 1,000-plus pre-registered attendees for the two-day trade show and conference.

“Status quo is not part of our vernacular,” Holz continued, adding that the line will make an exciting announcement on Friday.

Eighty-four percent of passengers on the most recent Disney Fantasy sailing ranked the experience at five-stars, he noted.

“Culture is the core of our success … we can only advance this industry by striving for and achieving excellence in everything we do.”