Hapag-Lloyd Cruises is kicking off the Wave Season with its “The world awaits you – Book early. Travel with excellence.” campaign, focusing on the booking period between June 2026 and April 2027. The campaign centres around a wide selection of curated luxury and expedition cruises to nine key destinations. Based on the exclusive cruise experience, the campaign invites discerning travellers to secure their preferred route early. Guests can benefit from early booking discounts, valid until 25 Feb and 31 May 2026, respectively, on selected cruises.
Hapag-Lloyd Cruises is launching the start of the Wave Season, a period around the turn of the year that is traditionally used by cruise lovers to plan their upcoming travels. The campaign focuses on inspiring experiences and the brand’s signature combination of individual luxury, a spirit of discovery and conscious route planning. Top-tier service, exceptional cuisine and the diversity and depth of the cruise experience take centre stage, while an early-booking discount on selected cruises rounds off the outlook for the booking season.
Wave Season 2026/27: inspiration for the new travel year
The multichannel campaign launched today by the luxury and expedition cruise operator marks the start of a new travel year. It invites cruise guests to discover the world from new perspectives – from thrilling experiences of nature and refined moments of indulgence to extraordinary activities on board and ashore.
“At Hapag-Lloyd Cruises, we are looking forward to the coming travel season with pride and joyful anticipation, as the multifaceted routes once again highlight the expertise and passion that characterises the entire team,” emphasises Isolde Susset, Managing Director Hapag-Lloyd Cruises. “Each route is an invitation to discover the world in all its variety – with moments that are bound to resonate with guests for a long time. Sometimes quiet and far into the ice, sometimes warm and full of colour in the South Pacific or Central America. Our outlook for the new travel year combines everything our guests appreciate about us: time for individuality, excellent routes and space for authentic discoveries.”
Clas Eckholt, Vice President Commercial TUI Cruises, explains: “Hapag-Lloyd Cruises combines bespoke service, unrivalled comfort and thoughtfully curated itineraries to create extraordinary travel experiences that inspire long after the journey ends. The Wave Season stands for far-sightedness and high standards. Those who decide early not only secure their dream cruise, but an experience that Hapag-Lloyd Cruises offers in this form exclusively. Our guests plan consciously and with high standards. The Wave Season campaign sums up this self-image: choosing early means choosing excellence.”
Campaign presence and sales support
The campaign deliberately focuses on elegantly activating the world of cruise experiences. The following key destinations for the 2026/2027 season are in focus: America, Africa and Indian Ocean, Antarctica and the Chilean fjords, Mediterranean, Atlantic and British Isles, Arctic, Western Europe, Oceania as well as Scandinavia and the Baltic Sea.
The media campaign will be continued with comprehensive tools for travel distribution partners, combined with an early booking incentive, allowing them to provide their customers with professional advice. They will benefit from a comprehensive package of campaign materials, including:
- 52-page brochure for consultations and for sending to end customers, including a covering letter, as well as an animated, digital flip catalog
- Video material on the focus destinations, digital assets and social media templates
- Travel tips for the sample cruises from the nine focus destinations
All materials are available in the media library via the agency portal AGENT COMPASS – so the campaign can be used directly in customer consultations.
Sample cruises from the “The world awaits you – Book early. Travel with excellence.” campaign
Focus on America (Great Lakes, Caribbean, North, Central and South America):
HANSEATIC inspiration (INS2705): Expedition South and Central America with Panama Canal, from Callao to Belem via Ecuador, Colombia, Panama, Curacao, Bequia, Brazil (23 Mar to 11 Apr 2027, 19 days). Eight countries, magnificent natural scenery and a daytime passage through the legendary Panama Canal shape this expedition between South and Central America. The mix of jungle adventures, coral reefs and cultural encounters makes the cruise an experience with contrasting insights. Bookable in the PLATINUM fare from € 12,190 per person, double occupancy (excluding travel to and from departure and arrival points, including early booking discount, valid until 31 May 2026). For more information, visit: www.hl-cruises.com/INS2705
Focus on Africa/Indian Ocean:
MS EUROPA 2 (EUX2628): Islands of the Indian Ocean, from Port Louis (Mauritius) to Mahe (Seychelles) via Madagascar, Reunion, Zanzibar and La Digue (4 Dec to 20 Dec 2026, 16 days). The EUROPA 2 sails to the most beautiful dream islands of the Indian Ocean – with white beaches, coral reefs rich with diverse species as well as exotic landscapes. Encounters with wildlife, excursions to national parks and spectacular aerial views of Reunion’s Piton de la Fournaise volcano round off the cruise. Bookable in the PLATINUM fare from € 10,090 per person, double occupancy (excluding travel to and from departure and arrival points, including early booking discount, valid until 31 May 2026). For more information, visit: www.hl-cruises.com/EUX2628
Focus on Antarctica/Chilean fjords:
HANSEATIC inspiration (INS2702): Majestic Antarctica – breathtaking wildlife paradise, from/to Ushuaia via Falkland Islands, South Georgia and Antarctic Peninsula (24 Jan to 13 Feb 2027, 20 days). This grand Antarctic route navigates through spectacular landscapes of ice and offers exhilarating wildlife moments with penguins, whales, seals and seabirds. Flexible routes, Zodiac rides and expert expedition teams ensure thrilling natural experiences up close. Bookable in the PLATINUM fare from € 18,990 per person, double occupancy (cruise only, including charter flights to and from Ushuaia, excluding travel to and from Buenos Aires, including early booking discount, valid until 25 Feb 2026). For more information, visit: www.hl-cruises.com/INS2702
Focus on Oceania/South Pacific:
HANSEATIC spirit (SPI2704): Expedition South Seas – dream destinations in pastel shades, from Noumea to Tahiti via Vanua Levu, Vanuatu, Fiji, Tonga and Bora Bora (22 Mar to 7 Apr 2027, 17 days). The cruise combines seldom-visited islands with iconic classics of the South Seas. Turquoise lagoons, white beaches, green-covered peaks and cultural encounters with local communities make this route a vibrant discoverer’s experience. Bookable in the PLATINUM fare from € 12,890 per person, double occupancy (excluding travel to and from departure and arrival points, including early booking discount, valid until 31 May 2026). For more information, visit: www.hl-cruises.com/SPI2704
Focus on Scandinavia/Baltic Sea:
HANSEATIC nature (NAT2623): Northern Lights adventure in Norway – nature’s light show, from/to Hamburg via Lofoten Islands, Nordfjord, coastal towns and island realms (26 Oct to 10 Nov 2026, 15 days). At the onset of the Northern Lights season, this route takes guests deep into the Norwegian fjord world – with excellent chances of experiencing intense aurora borealis moments. Dramatic landscapes, possible whale watching and winter activities such as dog- or reindeer-sledding tours round off the adventure. Bookable in the PLATINUM fare from € 8,490 per person, double occupancy (excluding travel to and from departure and arrival points, including early booking discount, valid until 25 Feb 2026). For more information, visit: www.hl-cruises.com/NAT2623
Focus on Arctic:
HANSEATIC spirit (SPI2614): Northwest Greenland Expedition - An intense adventure on both sides of Thule (12 to 24 July, 12 days). Discover Greenland’s vast northwest coast – a region defined by towering glaciers, wide tundra landscapes and the living traditions of Inuit culture. Follow in the footsteps of legendary polar expeditions, with good chances of spotting seals and whales along the way. A varied programme of hikes, settlement visits and Zodiac rides opens up the grandeur of the Arctic, from gentle valley walks to more demanding summit tours. Bookable in the SILVER fare from € 10,590 per person, double occupancy (including charter flights, excluding travel to and from departure and arrival points). For more information, visit: www.hl-cruises.com/SPI2614
Focus on: Atlantic & British Isles:
MS EUROPA (EUR2617): The Legends of Ireland and the Highlands (12 to 24 Jul 2026, 12 days). Unforgettable and wonderfully varied summer days await along the coasts of the United Kingdom. Enjoy Cornwall’s cinematic landscapes, get to know the people and traditions of Ireland, and trace the legends of Scotland for yourself. Bookable in the SILVER fare from € 8,690 per person, double occupancy (excluding travel to and from departure and arrival points). For more information, visit: www.hl-cruises.com/EUR2617
Focus on: Western Europe:
MS EUROPA 2 (EUX2616): From the Elbe to the Mediterranean (14 to 27 Jul 2026, 13 days). A journey from the Atlantic into the Mediterranean, highlighting the cultural and coastal diversity of Western Europe: the white cliffs of Dover, the Isle of Wight, the fortified old town of St Malo and the medieval charm of Dinan, followed by Bilbao’s modern art scene and the historic centres of Porto and Lisbon. Andalusia adds its distinctive character with Cádiz, Marbella and Málaga, completing a route rich in heritage, landscapes and maritime flair. Bookable in the SILVER fare from € 6,990 per person, double occupancy (excluding travel to and from departure and arrival points). For more information, visit: www.hl-cruises.com/EUX2616
Focus on: Western Europe:
MS EUROPA 2 (EUX2622): Turkish cultural treasures and Greek hospitality (16 to 28 Sep 2026, 12 days). A route from Istanbul through the Aegean, combining Turkish coastal cities with Greek island highlights. Stops include Kusadasi, Bodrum, Marmaris, Symi, Crete, Santorini and Naxos, before concluding in Nauplia and Piraeus. Bookable in the PLATINUM fare from € 7,890 per person, double occupancy (excluding travel to and from departure and arrival points). For more information, visit: www.hl-cruises.com/EUX2622
