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First-time Holland America Line passengers are rarely first-time cruisers. On average, Holland America cruisers have taken more than two prior cruises on other lines. Many take a cruise every year.
To build customer loyalty, a regular newsletter is sent to past passengers. This newsletter, Mariner, keeps past passengers informed about new ships and destinations – and features special offers available only to Holland America alumni.
Past passengers are a significant source of business for Holland America Line. Many cruises, particularly long expensive ones, sell out quickly after they are announced in the Mariner newsletter.
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