Holland America Line focuses on sophisticated cruises with elegant ships. The company's motto is "Signature of Excellence", which means that travelers are offered a traditional cruise experience in a luxurious setting.

Daytime and evening entertainment programs and activities are organized, ranging from stage shows and film screenings to live music in the piano bar. The main and buffet restaurants are included in your tour price, and there are also specialty restaurants where you can dine for an additional fee. The decor on board is classic and elegant, inspired by Dutch culture and tradition.

The dress code is casual during the day, but many travelers prefer to dress up in the evenings. For formal evenings, a jacket or suit is recommended for men and a dress for women.

Holland America Line typically attracts adult couples or singles who want a traditional, luxurious cruise experience on a slightly smaller ship. The average age on board used to be quite high, but today the company attracts more families with children as the ships offer more activities for children and young people. Most passengers are North Americans, but the number of Europeans is increasing. The company cruises around the world including Canada, Alaska, South America, the Mediterranean and the Caribbean.