Ashford’s New Initiatives Designed to Drive Shore-Ex Revenue

Orlando AshfordAmong the news announced by Seattle-based Holland America Line at a press event in Manhattan on Thursday were two information-based tools designed to push destinations and eventual shore excursion purchasing, a key part of the revenue picture for cruise lines.

Through a media partnership, Holland America will add in-depth destination (port) guides to its website, which will then lead users to the Utrip service, matching potential passengers with recommendations by port.

Users can select preferences on five sliders that include history, food/wine, art and more options, with the sliders representing interest scales a potential visitor may have – opting to concentrate more on cuisine than history, for example.

This software will then take the user’s preferences and recommend things to do, including specific shore excursions offered by the cruise line.

“It will simplify the decision-making process,” said Orlando Ashford, president of Holland America line.

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