David J. Danto

Travel thoughts in my own, personal opinion

eMail: ddanto@IMCCA.org Follow Industry News: @NJDavidD on

Holland America Responded. Apparently, the Fine Print Was the Point. July 2026

Travel companies rarely say, “We were wrong.” Instead, they express regret that you were disappointed, assure you that your comments were carefully reviewed, and explain why nothing that happened was technically their responsibility. That is what Holland America did after our recent Alaska cruise aboard the MS Noordam.

The cruise had several problems, which I detailed in the earlier article here, but the clearest example involved a Holland America shore excursion sold as a “Wilderness Exploration Cruise and Crab Feast.” We expected to take the wilderness cruise, watch crab pots being pulled from the water, and then enjoy the advertised crab feast for lunch. Instead, the operator served several pounds of Dungeness crab at approximately 8:20 in the morning, shortly after most passengers had eaten breakfast aboard the ship and as soon as we arrived at the location. The actual cruise came afterward – and it used a clearly ill tour guide spreading her germs to the participants with no regard for how a cold or virus could affect a cruise if passed-on.

Was eating crab at eight in the morning or being trapped with someone with a cold life-altering tragedies? Of course not. The problem was what those experiences represented. The excursion had been rearranged for the operator’s convenience so it could efficiently process more passengers arriving from multiple cruise ships to make more money. It may have made operational sense, but it produced a ridiculous guest experience.

When we complained aboard the ship, Holland America said the excursion was operated by a third party. That was convenient. Holland America had advertised the excursion, sold it, booked it, charged it to our account, and presumably profited from it. It only became someone else’s excursion when something went wrong.

After the cruise, I wrote to the company and waited. Thirty-seven days after the cruise ended, and only after I asked whether anyone intended to respond, Holland America finally sent a letter. Its conclusion was simple:

“We found that the excursion operated in accordance with its published description.”

The description said that the “tour sequence may vary,” so Holland America determined that the operator was technically permitted to serve the advertised crab lunch at breakfast. That answer perfectly illustrates the difference between addressing a customer’s concern and defending against it.

I asked whether this was a reasonable experience. Holland America answered that it was contractually permitted. I asked whether this was how the company wanted its passengers treated. Holland America answered that the operator had complied with the description. I asked Holland America to take responsibility for something it sold. Holland America replied that it sent my feedback to the third party.

The company also described the lack of ownership, communication, and follow-through as my “perception.” It was not a perception. We complained aboard the ship and were told it was someone else’s responsibility. We wrote after the cruise and received no response until I followed up. When Holland America finally replied, it again declined to address whether the experience was acceptable.

This was never primarily about compensation. Holland America could have refunded a few dollars or offered a future cruise credit that I probably would never have used. What mattered was whether the company could acknowledge that something may comply with the fine print and still be wrong. A reputable company should be able to say, “The operator may have followed the literal description, but this is not the experience we want our customers to receive.”

Holland America could not bring itself to say that. Instead, it produced a polished non-apology filled with sympathy, appreciation, and carefully worded regret, but no admission that anyone had made a poor decision.

That is the larger lesson. Travel companies have become very good at sounding accountable while accepting no accountability. They narrow the question, cite the rules, pass the complaint to one of its vendors when it can, and characterize the customer’s documented experience as a perception. Everything sounds professional. Nothing is resolved. No empathy truly exists if it involves any ownership.

Travelers should keep that in mind before booking shore excursions through a cruise line. Whenever practical, book directly with a reputable local operator or through a service with clear reviews and customer protections. At least then everyone understands who is responsible.

Alaska remains one of the most extraordinary places we have ever visited. I strongly recommend seeing its glaciers, mountains, wildlife, and waterways. I also continue to recommend doing so with another cruise line.

Before Holland America responded, I could have viewed this as one poorly managed excursion aboard one aging ship. After reading the company’s response, I understood that the refusal to accept responsibility was not limited to the people onboard. It was the official answer.

Here is Holland America’s response in full, with personal, booking, and case information removed:

July 8, 2026

Mr. David Danto

RE: Case: [CASE NUMBER REDACTED]

Dear Mr. Danto:

Thank you for your patience while we completed our review of the concerns outlined in both your correspondence and your published article regarding your recent voyage aboard Noordam.

First, I would like to apologize for the delay in our follow-up. We recognize you took considerable time to document your experience and share detailed feedback, and we appreciate the opportunity to review your comments.

We have carefully considered your observations regarding your shore excursion experience, Neptune Suite benefits, dining, onboard amenities, package expectations, and the manner in which your concerns were addressed during the voyage. While there were many positive aspects of the cruise that you acknowledged, it is equally clear that the overall experience fell short of the expectations you held when selecting Holland America Line for your Alaska vacation. We are very sorry to have disappointed you.

In reviewing the circumstances surrounding the shore excursion concerns you raised onboard, we found that the excursion operated in accordance with its published description and that your feedback was reviewed by the shipboard Shore Excursions team and sent to the tour operator. We regret that our review and follow-up did not leave you with confidence that your concerns were fully considered.

We recognize that many of your frustrations center less on any individual issue and more on your perception that concerns raised during the voyage were not met with the level of ownership, communication, or follow-through you expected. We understand how this contributed to your overall disappointment and appreciate your willingness to share that perspective.

Thank you again for taking the time to provide thoughtful and candid feedback regarding your experience. Comments such as yours are reviewed by our operational teams as part of our ongoing efforts to evaluate and improve the guest experience.

We wish you all the best in your future travels.

Sincerely,

Brett Swofford

Senior Manager, Guest Relations

Apparently, ‘reserving the right to vary the experience’ does not just describe the excursion.

It describes the entire Holland America cruise line to passenger relationship.

After decades of candid travel commentary – from loyalty program “magic tricks” to hotel check-in roulette – I’ve decided to turn some of that honesty into apparel. These aren’t novelty shirts; they’re the exact truths every road warrior wishes they could say out loud. Whether you’re quietly muttering “My loyalty points devalued while you read this shirt” or admitting “If delays build character then I’m the whole movie’s cast” you’ll find plenty of familiar sentiments… and more. Everything is produced by a reputable outfit, with black tees that work under a sport jacket plus hoodies and wicking travel gear for life on the road. The site also has my honest and snarky takes on technology trade shows. Take a look at Tinyurl.com/TechAndTravelWear. Even if you’re not buying they’re fun to read and commiserate – and if you do buy something, maybe I’ll break even. If you want a style you don’t see, just email me and I’ll add it.

This article was written by David Danto and contains solely his own, personal opinions.

All image and links provided above as reference under prevailing fair use statutes.

Copyright 2026 David Danto

++++++++

As always, feel free to write and comment, question or disagree. Hearing from the traveling community is always a highlight for me. Thanks!