Hapag-Lloyd Cruises launches new spring 2025 campaign, marking the next stage of its brand relaunch
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- Written by Teijo Niemelä Teijo Niemelä
- Category: Top Headlines Top Headlines
- Published: 25 April 2025 25 April 2025
Following the successful launch of its new brand identity at the turn of the year, Hapag-Lloyd Cruises is consistently pursuing its strategic direction in spring 2025. The new campaign will run from April 22, 2025 (media) and April 28, 2025 (sales) until mid-June and is a continuation of the successful Wave Season campaign.
The aim is to further sharpen the brand identity, inspire new target groups and, at the same time, activate them with attractive booking incentives. The 2025 spring campaign focuses on individual travel experiences of the highest standard, with a focus on destinations such as the USA & Caribbean, the Indian Ocean, Antarctica, the South Seas & South America, and Scandinavia in winter. The campaign centers on moving motifs, emotional imagery, and the ships that were once again named the world's best cruise fleet by Insight Guides 2025 with a five-star rating.
Emotional itineraries – new stories for new guests
The voyages take passengers to destinations including the icy worlds of Antarctica, the island paradises of the South Seas, and the colorful markets and cultures of Southeast Asia. The far north is also increasingly coming into focus with selected voyages to the Nordic countries. “We are deliberately focusing on a strong connection between brand and destination,” says Clas Eckholt, Vice President Commercial TUI Cruises. “Every region has its own magic – and our ships provide the perfect setting to experience it intensively and individually.” The focus remains on setting standards in luxury cruising while meeting the growing expectations of a new, younger target group.
Strong brand presence with a focus on variety of experiences
The new campaign and the claim “Unforgettable with all your senses” reflect the core brand message of Hapag-Lloyd Cruises: unparalleled variety, excellent service, and emotional travel experiences of the highest quality. Whether on the luxury ships Europa and Europa 2 or on the three Hanseatic expedition ships, every voyage is characterised by individuality, a spirit of discovery, and enjoyment with all the senses. Ines Bizi, Director of Marketing at Hapag-Lloyd Cruises. “Our guests don't just travel – they experience with all their senses. The new spring campaign picks up on precisely this need and brings the unique spirit of our ships and destinations to life across all channels.”
The campaign will run across all digital and analogue media: digital out-of-home (DOOH), social media, online video, CTV, print, CRM, and via a dedicated landing page at www.hl-cruises.com/senses. Parallel to the media launch, sales activation will also start on April 28 with customized POS materials, social media packages, and a comprehensive campaign folder for travel agency partners. Selected voyages on the five ships of the Hapag-Lloyd Cruises fleet – the Europa, Europa 2 and the three expedition ships Hanseatic inspiration, spirit and nature – will be advertised with a price advantage of up to 35% until June 16, 2025.
Photo: Hanseatic nature in Chilean fjords. Photo credit: Hapag-Lloyd Cruises
Windstar Cruises reveals decor of new Star Seeker's public venues
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- Written by Teijo Niemelä Teijo Niemelä
- Category: Top Headlines Top Headlines
- Published: 16 April 2025 16 April 2025
Windstar Cruises has offered a sneak peek at the interior design of Star Seeker’s dining and lounge venues – the social hubs of the yacht. These exclusive images of Amphora Restaurant, Main Lounge, and Yacht Club reveal how inspired design transforms the guest experience aboard this intimate 224-passenger yacht. The first-ever Star Class new build promises an extraordinary journey when it sets sail on its maiden voyage in December 2025, followed by a christening celebration in Miami on January 15, 2026.
Amphora Restaurant (artist rendering above): Culinary magic awaits in Windstar’s signature dining venue, where elegant multi-course dinners meet ocean views. Guests can choose their perfect setting, whether it’s dining under the stars or in a sophisticated interior atmosphere any time of day. As the official cruise line of the James Beard Foundation, Amphora regularly showcases exclusive dishes from celebrated James Beard Foundation chefs with no reservation needed. During the day, the restaurant takes on a more casual flair, where breakfast and lunch offerings include a vibrant buffet with live cooking stations and freshly prepared á la carte selections tailored to each guest.
Basil + Bamboo: A delightful culinary journey awaits at Windstar’s newest specialty venue, Basil + Bamboo, where Mediterranean and Asian flavors meet in perfect harmony. Unlike specialty dining venues on most cruise lines, this one is complementary and serves up an exotic fusion of flavors each evening in an intimate setting. Reservations are recommended.
Yacht Club (artist rendering on the top): The social heart of Star Seeker beckons guests from sunrise to starlight. By day, this beloved gathering spot serves handcrafted coffee creations alongside quick bites for breakfast or a casual lunch. As evening falls, the space transforms into an intimate lounge where travelers unwind with cocktails and conversation, all accompanied by subtle melodies.
Main Lounge (artist rendering above): The vibrant pulse of Star Seeker comes alive in this central gathering space. By day, guests immerse themselves in enrichment presentations, port talks, and spirited trivia battles. When evening arrives, the lounge transforms into an entertainment hub where live music and performances create the soundtrack for unforgettable voyages. And the much anticipated and quite genuine crew (talent) show takes place every voyage – a Windstar tradition.
“Designing our first new build has been an exciting project for us,” said Stijn Creupelandt, chief operating officer, Windstar Cruises. “Every detail of the yacht’s layout has been carefully considered to maximize versatility and enhance our signature Windstar small ship experience.”
In addition to the dining venues above, fire meets flavor at Star Grill, an open-air haven that serves premium smoked, grilled, and barbecued meats, fresh seafood and vegetables for memorable lunch and dinner services. For ultimate convenience, complimentary 24-hour room service delivers directly to guest suites, including Amphora’s full dinner menu for those evenings when private dining feels just right.
Ultimately, Star Seeker is a new twist on Windstar’s much loved Star Class yachts, with public spaces designed to serve daytime and evening roles to bring people together in the casual, welcoming atmosphere the cruise line is known for. Following its Miami christening on January 15, 2026, Star Seeker will chart an impressive course – from Caribbean shores to Alaska’s majestic coastlines in summer, before venturing to Japan and the exotic landscapes of Southeast Asia, with a special focus on Thailand and Vietnam’s hidden treasures.
Fincantieri and Viking announce the world's first hydrogen-powered cruise ship and sign contracts for two new units
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- Written by Teijo Niemelä Teijo Niemelä
- Category: Top Headlines Top Headlines
- Published: 08 April 2025 08 April 2025
Fincantieri and Viking announced today the first cruise ship in the world to be powered by hydrogen stored onboard for both propulsion and onboard electricity generation, the Viking Libra. The vessel is currently under construction at the Fincantieri Ancona shipyard, with delivery scheduled for late 2026.
With a gross tonnage of approximately 54,300 tons and a length of 239 meters, the Viking Libra, will accommodate up to 998 guests in 499 staterooms. Designed with sustainability in mind, the ship will be capable of navigating and operating with zero emissions, allowing it to access even the most environmentally sensitive areas. This marks a new state-of-the-art hydrogen propulsion system that, combined with advanced fuel cell technology, will be capable of producing up to six megawatts of power, and will set a new benchmark for the industry's decarbonization efforts. Viking’s subsequent ocean ship, the Viking Astrea, which is also currently under construction at the Ancona shipyard and scheduled for delivery in 2027, will also be hydrogen-powered.
The success of this joint initiative with Viking is made possible by Fincantieri’s capability to integrate disruptive new technologies on board. A key contributor to this effort is Isotta Fraschini Motori (IFM), Fincantieri’s subsidiary specializing in advanced fuel cell technology, which will provide tailor-made solutions for the Viking Libra. The vessel will feature first-of-a-kind solutions to load and store hydrogen directly onboard the ship thanks to a containerized system to overcome supply chain constraints. Hydrogen will power polymer electrolyte membrane (PEM) fuel cells system specifically optimized for cruise operations, designed and produced by IFM. This achievement reinforces IFM’s role as a leader in the adoption of green fuels and cutting-edge energy systems for the maritime and land application sectors.
Fincantieri and Viking also today announced that they have signed an agreement for the construction of two new cruise ships for delivery in 2031, plus an option for two additional vessels, based on the successful features of the previous units, which Fincantieri has already built for this shipowner in its Italian yards. The value of this agreement, subject to financing and other typical terms and conditions, is considered as large. The new ships will be built according to the latest environmental rules and navigation regulations and will be equipped with the most modern safety systems. The new vessels will be placed in the small cruise ship segment, the gross tonnage is about 54,300 tons and they will accommodate 998 passengers on board in 499 cabins.
"With the Viking Libra, we are not only delivering the world's first cruise ship powered by hydrogen stored on board, but we are also reinforcing our commitment to shaping the future of sustainable maritime transportation," said Pierroberto Folgiero, CEO and Managing Director of Fincantieri. “This milestone marks a defining moment in our journey towards net-zero, fully aligned with our Business Plan, and underscores Fincantieri’s role as a catalyst for the industry's green transition. Beyond shipbuilding, we are driving a systemic evolution by integrating cutting-edge technologies, fostering supply chain innovation, and creating a model for the widespread adoption of hydrogen in the maritime sector. Furthermore, we are thrilled about Viking’s decision to expand its fleet with the order of two additional ships, which reaffirms the strength of our partnership, and the trust placed in our expertise. This new order is a testament to our shared vision for a more sustainable cruise industry, as together we continue to set new standards for innovation and responsible shipbuilding."
“From the outset, we have designed our river and ocean ships thoughtfully to reduce their fuel consumption, and we are very proud that the Viking Libra and the Viking Astrea, will be even more environmentally friendly,” said Torstein Hagen, Chairman and CEO of Viking. “Viking made the principled decision to invest in hydrogen, which offers a true zero-emission solution. We look forward to welcoming the world’s first hydrogen-powered cruise ship to our fleet in 2026.”
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