Hapag-Lloyd Cruises launches new campaign and unveils fully bilingual five-star fleet - Get updated on what's happening in tourism!

Hapag-Lloyd Cruises has entered a new phase of brand communication with the launch of its “WORLD. WIDE. WONDERFUL. Book your 2026 dream cruise now.” campaign, running from 16 September to 31 October 2025. Designed to bring the fleet’s unmistakable on-board feeling to life, the campaign combines emotional imagery with exclusive offers across more than 26 cruises.

For the first time in its history, the entire Hapag-Lloyd Cruises fleet will operate bilingually in German and English starting in January 2026. This significant step opens the full spectrum of luxury and expedition itineraries to international guests, while preserving the hallmark intimacy and elegance of the brand.

Elevating the brand experience

“The new campaign is a logical continuation of our brand relaunch earlier this year and places even greater emphasis on our unique on-board experience,” said Clas Eckholt, Vice President Commercial at TUI Cruises. “Our guest satisfaction ratings consistently exceed 90%, and we now aim to introduce this feeling to new international audiences as well.”

The Hapag-Lloyd Cruises fleet—EUROPA, EUROPA 2, and the three expedition ships HANSEATIC nature, HANSEATIC inspiration, and HANSEATIC spirit—has once again been awarded the highest five-star rating by Insight Guides Cruising & Cruise Ships 2025 (formerly the Berlitz Cruise Guide), confirming its status as the world’s best cruise fleet.

A bilingual luxury promise

Two ships, EUROPA 2 and HANSEATIC inspiration, have already been offering bilingual service. From 2026, all cruises across the five-ship fleet will feature seamless communication in both German and English.

“Guests seeking personalised experiences combined with luxury will find their ideal partner in Hapag-Lloyd Cruises,” said Eckholt. “This step ensures international travellers can enjoy our signature service, culinary excellence, and unique itineraries with bilingual service on board—without compromising intimacy or authenticity.”

Creative campaign implementation

“Our campaign is more than an offer—it is an invitation,” explained Ines Bizi, Director of Marketing. “We invite travellers to immerse themselves in a world where every moment touches, inspires, and lingers. Using new visuals and emotional storytelling, we aim to inspire both loyal guests and new customers.”

On the three manoeuvrable expedition ships, the focus is on spectacular natural and adventure worlds such as the Arctic. Meanwhile, the EUROPA and EUROPA 2 highlight service, gastronomy, and lifestyle. In addition to digital and social media activities, 26 cruises are being promoted with early booking discounts available until 31 October 2025.

Support for travel agencies

“Elaborate campaign tools are available for our travel agency partners,” said Elvir Johic, Director Sales at Hapag-Lloyd Cruises. “With brochures, digital flip books, social media templates, and brand videos, we provide everything needed to inspire guests and translate the uniqueness of our cruises into tangible sales opportunities.”

Campaign materials include:

·         A 36-page brochure with cover letter

·         An animated flip book with integrated films and images

·         Social media templates

·         A 20-second brand video tailored for agencies

All materials can be accessed via the Agent Compass portal.

Sample cruises from “WORLD. WIDE. WONDERFUL.”

EUROPA 2 (EUX2619): La dolce vita meets the Adriatic – from Rome to Dubrovnik, 16–25 August 2026 (9 days), from €5,990 pp.

EUROPA (EUR2613): Midsummer in Norway – from Hamburg to Travemünde, 12–26 June 2026 (14 days), from €7,290 pp.

HANSEATIC nature (NAT2615): Expedition Svalbard circumnavigation – 6–18 July 2026 (12 days), from €13,540 pp.

HANSEATIC spirit (SPI2617): Expedition northern Canadian Arctic & west Greenland – 22 August–9 September 2026 (18 days), from €16,190 pp.

HANSEATIC inspiration (INS2612): Expedition Northwest Passage – 6 August–4 September 2026 (29 days), from €26,490 pp.

(All fares based on double occupancy, early booking discount valid until 31 October 2025; details at www.hl-cruises.com.)

Image Credit: © Hapag Lloyd Cruises