Holland America Line opened bookings on May 20, 2026 for its 2028 Grand Voyages, releasing two extended itineraries aboard Volendam and Zaandam that collectively cover six continents. The sailings — the 2028 Grand World Voyage and the 2028 Grand Australia & New Zealand Voyage — prioritize marquee destinations, scenic cruising, and extended port stays across Antarctica, the South Pacific, New Zealand, and Australia.
For hospitality operators and food and beverage professionals working in the cruise and travel sector, the announcement underscores a continuing appetite for long-form, high-engagement travel experiences. Extended voyages of this scale demand sophisticated, regionally inspired onboard dining programs, elevated beverage curation, and consistent service delivery across months at sea — a significant operational challenge and creative opportunity for culinary teams.
Cruise lines have increasingly leaned into destination-driven food and beverage storytelling as a differentiator for premium and luxury passengers. Grand Voyages, which typically attract experienced travelers with high expectations, place particular pressure on executive chefs and beverage directors to rotate menus, source local products at port, and deliver variety without sacrificing consistency over itineraries that can stretch well beyond 60 days.
The Seattle-based line's move to open bookings roughly two years ahead of departure reflects broader industry trends toward early-commitment incentive strategies — a dynamic that hospitality procurement and supply chain teams will need to plan around. Operators supplying cruise lines with specialty provisions, wines, spirits, or branded dining concepts should treat announcements like this as a planning signal. Our hospitality industry coverage has tracked how cruise partnerships increasingly shape land-based supplier strategies.
As covered by Food & Beverage Magazine, consumer demand for immersive culinary travel continues to grow, and cruise itineraries that emphasize regional authenticity are among the strongest drivers of repeat bookings. For operators looking to align with this trend, Holland America's 2028 program is a useful barometer of where premium travel hospitality is heading. For more context on how extended voyages are reshaping beverage programming at sea, the sourcing and service demands are unlike any land-based operation.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
