Hapag-Lloyd Cruises is launching a new phase of brand communication with its “WORLD. WIDE. WONDERFUL. Book your 2026 dream cruise now.” campaign set to run from 16 Sep to 31 Oct 2025. The aim of the campaign is to bring the fleet’s unmistakable on-board feeling to life and to inspire guests emotionally. The campaign will use specially produced photos and videos that showcase the unique Hapag-Lloyd Cruises spirit, the special ambience on board and the diverse experiences available. Parallel to the emotional brand staging, more than 26 cruises with all five small ships of the luxury and expedition fleet will be advertised. Luxury that speaks to the world — now in English and German across the entire fleet.: starting 2026, Hapag-Lloyd Cruises will be conducting every cruise bilingually – in German and English – thus opening the entire fleet and complete cruise itinerary to international guests. For this reason, the “WORLD. WIDE. WONDERFUL.” campaign will focus on cruises throughout the coming year showcasing a wide spectrum of destinations from the polar regions to the Mediterranean. Travel agency partners will be provided with comprehensive promotional materials for targeted support.
With its “WORLD. WIDE. WONDERFUL.” campaign extending from 16 Sep to 31 Oct 2025, Hapag-Lloyd Cruises is focusing on an emotionally staged brand experience. “The new campaign is a logical continuation of our brand launch at the turn of the year and shows how we are placing even greater emphasis on the unique Hapag-Lloyd Cruises on-board experience. The latter is one of our strengths, with our satisfaction ratings of over 90%, confirmed by our guest returning surveys post cruise. Naturally, we wish to introduce this feeling to new guests as well,” says Clas Eckholt, Vice President Commercial at TUI Cruises.
The Hapag-Lloyd Cruises fleet comprises the two luxury ships EUROPA and EUROPA 2 as well as the three expedition ships HANSEATIC nature, HANSEATIC inspiration and HANSEATIC spirit. All five small ships have once again been awarded the highest rating of five stars by Insight Guides Cruising & Cruise Ships 2025, formally the Berlitz Cruise Guide, and are considered the best cruise fleet in the world. Two ships of Hapag-Lloyd Cruises – EUROPA 2 and HANSEATIC inspiration – have already been operating in both German and English; and from Jan 2026 onwards, the entire fleet will conduct bilingual cruises, thus opening the entire fleet to discerning guests from around the world – without altering the core of what makes the Hapag-Lloyd Cruises fleet unique. “Guests who are seeking personalised experiences combined with luxury will find the ideal dream cruise provider with Hapag-Lloyd Cruises. For more than 130 years, the fleet has stood for luxury. This development ensures that international guests can enjoy access to our range of individualised and signature luxury experiences – with bilingual service and seamless communication on board – without compromising on intimacy, elegance or authenticity,” emphasises Clas Eckholt.
Creative implementation and campaign content
Ines Bizi, Director of Marketing at Hapag-Lloyd Cruises, adds: “Our campaign is more than an offer – it is an invitation. An invitation to leave everyday life behind and immerse yourself in a world where every moment touches, inspires and lingers. We offer experiences that are not only seen, but felt with all the senses. Using new key visuals and emotional imagery, we create inspiration that inspires both long-standing guests and new customers alike.”
On the three manoeuvrable expedition ships, the focus is on the spectacular natural and adventure worlds of the Arctic, whilst service, cuisine and entertainment are the central themes on the small luxury ships EUROPA and EUROPA 2. The campaign’s media activities are accompanied by online marketing and direct guest communication measures. A total of 26 cruises are highlighted, with emphasis on the current early booking discount available until 31 Oct 2025. Starting with selected Mediterranean routes on the luxury fleet and discovery routes to the East and West Arctic on the expedition fleet, the campaign also includes routes in the Baltic Sea, the British Isles, cruises to the North Cape as well as the extraordinary expedition through the Northwest Passage.
Support for travel agencies
“Of course, we provide our partners in travel sales with all the necessary and new materials and tools for the “WORLD. WIDE. WONDERFUL.” campaign, supported by the early booking incentive, enabling them to advise their customers professionally. The campaign supports sales, inspires travel dreams and makes the uniqueness of our ships and cruises immediately tangible: all those who have already been on board with us immediately associate this feeling with an emotional world of experience. And for all those who have yet to enjoy it, we make this special momentum tangible,” says Elvir Johic, Director Sales at Hapag-Lloyd Cruises.
- Travel agencies benefit from a comprehensive package of campaign materials:
- 36-page campaign brochure including cover letter
- Animated flip book brochure with many integrated films, images and links
- Social media templates
- Brand video (20 seconds, special version for travel agencies)
The campaign can be used directly in consulting and sales promotion, as all materials are effortlessly available via the “Agent Compass” agency portal in the ordering service.
Sample cruises from “WORLD. WIDE. WONDERFUL.”:
- EUROPA 2 (EUX2619): La dolce vita meets the scenic Adriatic: from Civitavecchia (Rome) to Dubrovnik via Naples, Capri, Messina, Syracuse, Kotor, Split and Korcula (16 Aug to 25 Aug 2026, 9 days). Bookable in the PLATINUM fare from € 5,990 per person, double occupancy (excluding travel package, including early booking discount until 31 Oct 2025). For more information, visit: www.hl-cruises.com/EUX2619
- EUROPA (EUR2613): Midsummer in Norway: from Hamburg to Travemunde (Germany) via the Eidfjord, Alesund, the North Cape, Tromso, Leknes (Lofoten), Svartisen, Stavanger, Arendal, Oslo (12 Jun to 26 Jun 2026, 14 days). Bookable in the GOLD fare from € 7,290 per person, double occupancy (excluding travel package, including early booking discount, valid until 31 Oct 2025). For more information, visit: http://www.hl-cruises.com/EUR2613
- HANSEATIC nature (NAT2615): Expedition Svalbard circumnavigation via Kvitoya: from Longyearbyen to Tromso via Prins Karls Forland, Liliehook Glacier, Liefdefjord, Lomfjord, Alkefjellet, Kvitoya, Nordaustlandet, Barents Island, Hornsund and other destinations (6 Jul to 18 Jul 2026, 12 days). Bookable in the PLATINUM fare from € 13,540 per person, double occupancy (cruise only, including charter flights, including early booking discount, valid until 31 Oct 2025). For more information, visit: www.hl-cruises.com/NAT2615
- HANSEATIC spirit (SPI2617): Expedition northern Canadian Arctic and west Greenland: from Kangerlussuaq to Kangerlussuaq via Canada (including Baffin Island, Devon Island, Beechey Island, Ellesmere Island, Eureka, Axel Heiberg Island), Greenland (Uummannaq, Ilulissat, Disko Bay, Sisimiut) (22 Aug to 9 Sep 2026, 18 days). Bookable in the PLATINUM fare from € 16,190 per person, double occupancy (cruise only, including charter flights, including early booking discount, valid until 31 Oct 2025). For more information, visit: www.hl-cruises.com/SPI2617
- HANSEATIC inspiration (INS2612): Expedition Northwest Passage: from Seward to Kangerlussuaq via the USA (including Chignik, Unalaska Island, Saint Paul Island, Nome), Canada (including Herschel Island, Smoking Hills, Victoria Island, Beechey Island, Devon Island), Greenland (Uummannaq, Ilulissat, Disko Bay, Sisimiut) (6 Aug to 4 Sep 2026, 29 days). Bookable in the PLATINUM fare from € 26,490 per person, double occupancy (cruise only, including charter flights, including early booking discount, valid until 31 Oct 2025). For more information, visit: www.hl-cruises.com/INS2612
