Holland America Line has opened reservations for its 2028 Canada and New England season, selling seven- to 14-day cruises across two ships from May through October 2028, with departure points in Montréal, Québec City, Boston, New York and Fort Lauderdale.

The Seattle-based line's 153-year-old brand will deploy the 1,432-guest Volendam for the bulk of the program and use the 1,964-guest Zuiderdam for select late-season sailings, including the post-refurbishment ship's regional debut following the second phase of Holland America's Evolution fleet overhaul.

How does this affect travel sellers?

The Canada and New England itinerary is a high-margin shoulder-season product for travel advisors, with cruise lines typically commanding premium pricing for fall foliage sailings. Holland America's early opening window — roughly 18 to 24 months ahead of departure — gives agents first-mover positioning before competitors release 2028 inventory.

The line said the 2028 program features more calls to Montréal than any other cruise operator, a market share claim that, if accurate, concentrates French-Canadian port revenue with Holland America. Travel advisors booking river and small-ship cruises out of Montréal now compete directly with ocean capacity at the same pier.

What is the Evolution program doing for distribution?

The Zuiderdam's regional debut marks the second of six ships in the Evolution program, which Holland America describes as the largest fleet refresh in company history. A newer product typically translates to higher onboard revenue capture, the segment where cruise lines make most of their margin.

Travel sellers should note that the Zuiderdam's October 14, 2028 14-day voyage from Québec City to Fort Lauderdale is the only post-Evolution sailing in the Canada and New England schedule, a single departure that creates scarcity pricing potential.

What does the itinerary mix look like?

The 2028 program includes seven Collectors' Voyages alongside the core sailings. Key departures:

• 14-day Atlantic & Colonial New England: Fort Lauderdale to Montréal, May 13, 2028, aboard Volendam; calls include Norfolk, Boston, Portland, Halifax, Sydney, Prince Edward Island, Québec City and Saguenay
• 11-day Maritimes & New France: roundtrip from Montréal, May 27 and Aug. 29, 2028, aboard Volendam; calls include Québec City, Saguenay, Cap-aux-Meules, Prince Edward Island, Saint-Pierre and Miquelon, and St. John's
• 10-day Québec & Newfoundland: Montréal to Boston, June 7, 2028, aboard Volendam; calls include Québec City, Baie-Comeau, Havre-Saint-Pierre, Corner Brook, St. Anthony, St. John's, Halifax and Portland
• 10-day New France & Newfoundland: Boston to Montréal, Aug. 19, 2028, aboard Volendam; calls include Portland, Halifax, St. John's, St. Anthony, Corner Brook, Québec City and Saguenay
• Nine-day Lighthouse & Harbors: Montréal to New York, Sept. 30, 2028, aboard Volendam; calls include Québec City, Saguenay, Prince Edward Island, Sydney, Halifax and Portland
• 14-day Atlantic Coast & Québec: Québec City to Fort Lauderdale, Oct. 14, 2028, aboard the post-Evolution Zuiderdam; calls include Sept-Îles, Saguenay, Halifax, Sydney, Prince Edward Island, Boston and Norfolk

Seven-day Canada and New England sailings run throughout the season on both ships, rotating between Boston-Montréal, Boston-Québec City and roundtrip Boston.

How is Holland America positioning the product?

"One of the things guests love most about Canada & New England is that you can experience the feel of Europe without crossing the Atlantic," said Paul Grigsby, vice president of revenue planning and deployment for Holland America Line.

The line is leaning into regional programming to differentiate from independent land itineraries. Onboard entertainment, regional dining and destination-focused enrichment aim to extend dwell time and increase pre- and post-cruise hotel bookings sold through advisors.

"From the French influence of Montréal and Québec City to the maritime traditions of Atlantic Canada, the region offers an extraordinary mix of culture, history and natural beauty," Grigsby said. "We also bring those destinations to life onboard through local entertainment, regional dining experiences and destination-focused programming, so the journey is just as immersive as the places we visit."

What should advisors watch next?

Holland America has not disclosed pricing for the 2028 sailings. Travel sellers should expect the post-Evolution Zuiderdam departure to carry a premium over comparable Volendam itineraries, and the September foliage sailings to set the seasonal ceiling. The line's next deployment announcement for 2028 will signal whether the remaining four Evolution refits land before or after the Canada season opens in subsequent years.