Harding+ CEO Chris Matthews went undercover as a passenger on Princess Cruises and Carnival Cruise Line to observe the retail experience firsthand.
His findings highlighted the importance of customer service and the benefits of new technology.
Harding+ now operates more than 300 shops on more than 80 ships across 12 cruise lines.
Passengers aboard recent Princess Cruises and Carnival Cruise Line sailings may have unknowingly shared their shopping experience with a retail CEO in disguise.
Chris Matthews, who leads cruise retailer Harding+, took an “undercover boss” approach, booking himself as a guest to see how onboard shopping really works when no one knows the boss is watching.
While he didn’t actually wear a disguise, Matthews sailed twice, deliberately avoiding name tags, meetings, or special treatment.
His goal was to observe everything from the first “hello” at the door to how crew run retail events. He also struck up conversations with guests to hear unfiltered feedback.
The trips revealed a lot, according to Matthews, who saw how new stock-tracking technology was freeing crew from the backroom to spend more time with customers.
Passengers consistently pointed to the friendliness of staff as a highlight of their cruise experience, he noted.
“You can’t steer a guest-led strategy from a spreadsheet,” Matthews said. “Any retail CEO will tell you that listening to guests and colleagues is critical.”
But he admitted it’s hard to do in cruise retail because one can’t just walk into a store unannounced.
“Going undercover gave me a raw, honest insight into what’s working and what we can make even better,” he said.
The undercover experiment followed the company’s 18-month program where Harding+ required office staff to spend a week at sea working onboard in shipboard stores.
Harding+ CEO Chris Matthews went undercover on two cruises.
The verdict? Harding said, “The signs we have got it right are strong across the business for our next stage of growth.”
He added that he was excited to see retail teams sailing with Princess Cruises and Carnival Cruise line “delivering all that we stand for in the best ways for guests.”
The company now plans to send more executives on similar undercover missions across the fleets.
Harding+ Retail Presence
Harding+ has become one of the largest players in cruise retail, operating more than 300 shops across more than 80 ships across 12 cruise lines worldwide, including many of those under the Carnival Corporation umbrella.
The company took over all onboard retail on Princess Cruises in 2021, moving shop management away from the cruise line’s team to Harding+ in one of the largest transitions of retail operations at the time.
Today, the cruise line features a mix of fine jewelry counters, high-end watch boutiques, beauty and fragrance brands, and logo shops selling Princess Cruises merchandise.
Photo Credit: Harding
Stores also include duty-free liquor and tobacco, fashion accessories, and rotating popup events tied to new products.
Meanwhile, Carnival Cruise Line has become Harding+’s biggest partner. By 2023, the company was operating shops on more than half of the Carnival fleet, overseeing duty-free outlets and branded boutiques.
The cruise line’s ships feature familiar labels like Pandora, TAG Heur, and Swarovski, alongside Carnival Cruise Line-branded apparel and souvenirs and new limited-edition partnerships.
Harding+ also runs liquor and spirits shops, cosmetics and skincare counters, and event-led promotions.
Matthews did not reveal which ships he sailed with or the itineraries he enjoyed.
A viral photo of a Carnival luggage mat being used as a flag has piqued interest across the internet.
While the image appears to be photoshopped, it is a good reminder that luggage mats are not free gifts.
This isn’t the first time a guest has appropriated a luggage mat for another purpose.
Cruise fans show off their favorite cruise line in different ways, from t-shirts and hats to jewelry, decorations, and even tattoos.
One Carnival Cruise Line fan has even raised a “flag” to their favorite FUN cruise line. (Hint – it’s not a flag.)
A photo of their enthusiasm has been circulating online and has even come to the attention of brand ambassador John Heald.
So what’s the flag? A luggage mat. That’s right, one of the “Unpack and Choose FUN” luggage mats that cabin attendants spread out on guests’ beds on embarkation day.
The mats’ real purpose is to protect bedding from the dirt and grease that luggage might smear on white comforters, helping reduce laundry needs.
Apparently, however, the mats can also make very recognizable and eye-catching flags.
The guest has mounted a Carnival luggage mat as a flag in their yard. Yes, indeed, they literally ran it up the flagpole.
To keep the heavy vinyl mat “flying,” they appear to have rigged clips, while other guests examining the photo believe it to be a Photoshopped or AI tweak. The lack of shadows and perfectly straight top edge does support the fake photo conclusion.
Either way, Heald noted that the makeshift flag did serve a purpose.
“Taking off my Brand Ambassador hat for a moment I have to say that this is also a brilliant piece of advertising for the Fun Ships,”he quipped.
He does go on to admonish guests who might consider similar pranks, however. The luggage mats do belong to Carnival Cruise Line and are not swag for guests to keep.
“Please STOP STEALING THE LUGGAGE MATS FFS,”he urged.“You will be charged and perhaps face other consequences.”
Carnival Choose Fun Mat
Heald did delete the post and photo he’d shared shortly thereafter, perhaps to be sure other guests wouldn’t consider it an endorsement of the illicit activity.
This is not the first time a guest has allegedly heisted a luggage mat for a purpose other than safeguarding bedding.
It is unclear whether or not that guest was eventually charged for removing the luggage mat from their stateroom. To be clear, luggage mats are not free gifts for guests to take home.
What Would Make a Good Carnival Flag?
Cruise ships use a variety of signal flags as well as fly flags to indicate their country of registry. But what would make a good, fun flag for the cruise line itself?
Meaningful symbolism for what the flag is representing.
Limited number of colors that contrast well.
No writing or seals of any kind.
Distinctive and easily recognized, or related to but not copying other flags.
So, would a luggage mat be a good flag for Carnival Cruise Line? The design is simple, but there is no symbolism other than the cruise line’s whale tail.
That whale tail is distinctive and easily recognized, and certainly isn’t copied from other flags. The red, white, and blue colors are also characteristic of Carnival and a good choice for a flag.
The luggage mat, however, is pretty much all writing, and therefore not a great flag design.
How would you design a fun flag for Carnival Cruise Line fans to fly? Share your creations on the Cruise Hive boards!
A cruise guest who just boarded Allure of the Seas on August 21 was upset to find that the Solarium Bistro buffet would be closed for most, if not all, of their sailing.
The popular dining venue is being utilized by Fresh Kosher Cruises, which requires kosher meals for the members of its current group cruise.
The disappointed cruiser felt prior notice of the closure should have been given, but Royal Caribbean is not required to do this.
When you’re looking forward to dining at a specific restaurant or craving a specific meal, few things are more disappointing than finding out it won’t happen.
Unfortunately, this was the unpleasant surprise waiting for passengers who boarded Royal Caribbean’s Allure of the Seas in Rome, Italy, on August 21, 2025.
Guests who were looking forward to eating at the Solarium Bistro Deck 15 were disappointed to learn that the buffet-style restaurant would be closed for at least several days for a private group.
“Just boarded Allure of the Seas from Rome. The Solarium Bistro is closed for the entire cruise for a private function,”one of the up to 5,484 passengers vented on Reddit.
Allegedly, the Mediterranean-themed restaurant has been reserved by Fresh Kosher Cruises, which embarked on a group cruise on August 17 and will be onboard until the Oasis-class shipreturns to Barcelona, Spain, on August 24.
This is likely the cruise line’s way of accommodating the group’s strict dietary restrictions, because as the name suggests, the participants must keep kosher.
This means that in addition to using kosher ingredients, meals must be prepared in a kosher kitchen that only uses kosher utensils and appliances to avoid cross-contamination with non-kosher foods.
The ship is operating multiple itineraries simultaneously, so there is a good chance the restaurant will reopen for the second half of the poster’s sailing, which disembarks in Rome on August 28.
In the meantime, the guest will have to make do with more than two dozen restaurants onboard, many of which are included in the cruise fare.
The main dining room, Park Cafe, Cafe Promenade, Dog House, Coastal Kitchen, El Loco Fresh, Sorrento’s, and the Windjammer Buffet are all free of charge.
Should Royal Caribbean Give Advance Notice?
This cruise guest wasn’t just upset that the restaurant was closed, but also that Royal Caribbean did not give advance notice when they surely knew of the reservation ahead of time.
Royal Caribbean welcomes Fresh Kosher Cruises onboard its ships several times each year, so this isn’t exactly a surprise from the cruise line’s perspective.
“I was hoping to have all breakfasts and dinners there as we are without our kids and wanted to avoid the Windjammer. Wish RC would have let us know in advance that the only adult only area was closed, as we would have picked a different sailing,”they complained.
As one point of clarification, the Solarium Bistro is actually family friendly. The guest is confusing the venue with the Solarium, which is an adults only indoor-outdoor retreat.
Solarium Bistro on Harmony of the Seas
That said, the Solarium Bistro is a smaller restaurant that is known for being quieter, less crowded, and for serving healthier options since it sticks to a more limited Mediterranean-inspired menu.
Other cruise fans largely agreed with the posting passenger that they would be upset to learn the Solarium Bistro was closed without advance notice, and sometimes even book sailings with the specific venue in mind.
“While I think that people with dietary restrictions deserve to cruise, removing a venue for an entire sailing should be disclosed. For my latest sailing, I specifically checked that the solarium bistro was available for reservations before final payment,” one cruiser said.
“Having a group rent out a venue for one evening or meal is one thing. Having a venue closed out for the entire sailing (especially a popular venue) would make me really annoyed,” another echoed.
However, Royal Caribbean is allowed to close portions of the ship without notice for a variety of reasons without giving prior notice, such as operational needs, mechanical issues, or safety.
This is one of the common terms and conditions that cruise guests agree to when they book their sailing, both with Royal Caribbean and the other mainstream brands.
With no shortage of other eateries onboard, it’s not like anyone will be going hungry either.
Norwegian Dawn’s upcoming 7-night Caribbean sailing, which embarks in Tampa on November 16, will have a different ending than initially expected.
The final port call of the cruise will now be Cozumel, Mexico, instead of Costa Maya, Mexico.
Norwegian Cruise Line did not provide a reason for the change, but some suspect it has to do with the construction of Royal Caribbean’s Perfect Day Mexico on Costa Maya.
There’s still months to go before Norwegian Dawn will arrive in Tampa to spend the winter cruising the Caribbean, but Norwegian Cruise Line is already changing things up for her first sailing of the season.
The Dawn-class flagship’s first Tampa-based sailingof the winter will embark on November 16, 2025, but the itinerary won’t look the same as when guests first booked it.
Costa Maya was supposed to be the final port call of the cruise on November 21, sort of like the grand finale before disembarking in Tampa on November 23.
But for unspecified reasons, the powers that be have decided that the 2,340-guest ship will spend that day docked in Cozumel, Mexico, instead.
The 92,250-gross ton vessel will be docked from 9 a.m. to 5 p.m. local time, giving cruisers ample time to enjoy the sunny beaches, picturesque coral reefs, and Mayan Ruins that Cozumel is famous for.
At this time, no other ports of call on the November 16 sailing have been adjusted, nor have Norwegian Dawn’s subsequent 7-night Caribbean itineraries.
Many of the following itineraries actually include stops at both Costa Maya and Cozumel, which as of the time of publication, are still going ahead as planned.
As embarkation dates get closer, the cruise lines are constantly monitoring and tweaking as updated information about factors like port availability is released.
In this case, port congestion likely isn’t the culprit, as cruise tracking data showsthat Norwegian Dawn was the only vessel scheduled to visit Costa Maya on November 21 – and the port can welcome four large ships at once.
But one port-related reason that cruise guests suspect could be behind the change is that Royal Caribbean’s highly anticipated private destination, Perfect Day Mexico, is currently under construction in Costa Maya.
“It was only a matter of time before this itinerary change came through. It’s probably for the best with all of the construction going on at Costa Maya,” one impacted passenger expressed.
As part of a $292 million deal, Royal Caribbean purchased the actual cruise port and 34 of the surrounding properties. The deal officially closed in July.
Notably, Royal Caribbean did confirm that the cruise port would remain open during construction and beyond to all cruise lines.
The only area that will be exclusive to Royal Caribbean guests is the future Perfect Day resort.
Port Canaveral is considering a parking rate increase from $17 to $20 per vehicle, per day.
If approved, the new fee would take effect from October 1, 2025.
This would be the first parking fee increase for the popular cruise port since 2017.
Parking at a cruise port can be a substantial expense, particularly for a longer sailing. It is one guests must budget for, however, if they will be driving to the ship’s homeport.
Later this year, guests driving to Port Canaveral may need to budget a bit more for parking fees. The port’s commissioners are now discussing the coming fiscal year, which includes a parking fee increase as part of the proposed budget.
The increase would raise parking rates to $20 per vehicle per day, up $3 per day from the current $17 rate. This would be an increase of 17.6%.
The last time Port Canaveral raised rates was in 2017. At that time, the parking fee was increased from $16 to $17 per day, a 6.3% increase.
If approved, the new fee would take effect from October 1, 2025.
When parking at Port Canaveral, guests pre-pay as they enter the parking facility, and no reservations are available.
Full-day fees are charged for both the day of arrival as well as the day of departure, regardless of what time cruisers actually park their vehicles or leave the cruise port.
Discussion of the increase began at the commission’s August 20 meeting. The proposed increase will not be voted on until the next meeting, scheduled for September 24.
If expected guest figures are reasonably accurate, the increased parking rate could generate as much as an additional $12.8 million in revenue for Port Canaveral.
That money could then be turned into additional projects to continue updating and expanding the port. This could include cruise terminal and parking facility projects to accommodate the dramatic increase in both ships and guests at Port Canaveral.
Cruise operations are far and away the largest part of the port’s budget, bringing in more than $175 million annually. This is in comparison to cargo operations, which are bring in roughly $24 million.
During the upcoming fiscal year 2026 (from October 1, 2025 through September 30, 2026), Port Canaveral is expected to have 994 cruise ship homeport calls and 89 day port visits.
Royal Caribbean is the port’s largest cruise line with three ships homeported year-round: the brand-new, just-named Star of the Seas, the ultimate weekend with Utopia of the Seas, and classic cruising with Adventure of the Seas.
Explorer of the Seas and Harmony of the Seas offer seasonal cruising from Port Canaveral.
Vehicles at Port Canaveral, Florida (Photo Credit: JHVEPhoto)
Carnival Cruise Line has four year-round vessels from the Space Coast: Mardi Gras, Carnival Freedom, Carnival Glory, and Carnival Vista. Seasonally, Carnival Venezia offers sailings from Port Canaveral.
Norwegian Cruise Line, Princess Cruises, and Celebrity Cruises all offer seasonal options from Port Canaveral, though they do not homeport ships there year-round.
How Much Parking Costs at Other Florida Homeports
While an extra $3 per day (a total of $24 extra for a 7-night sailing) may not seem significant, this rate increase would bring Port Canaveral’s parking fees closer to the fees charged at other Florida homeports.
At PortMiami, for example, rates range from $20-35 per vehicle per day, depending on the parking garage used.
At Port Tampa Bay, parking ranges from $75-96 per 4-night cruise or up to $155 for a 7-night sailing, with pre-pay and valet options available. Rates can vary depending on sailing date and type of parking space.
Port Everglades in Fort Lauderdale charges $20 per day per vehicle, or $25 per day for oversized vehicles.
In Jacksonville, JaxPort parking rates range from $85-170 per sailing for a 5-night cruise, or from $136-272 for 8-night sailings.
At all parking facilities at all cruise terminals, rates are subject to change. Guests driving to homeports should always check parking information shortly before their departure date to be sure of the most updated information and applicable rates.
Today, Holland America Line is owned by Carnival Corporation & plc, the world’s largest cruise company. Carnival Cruise Line is also a subsidiary of Carnival Corporation.
The current president of Holland America is Beth Bodensteiner, who reports to Carnival Corporation’s CEO, Josh Weinstein. Bodensteiner took over in December 2024 after the previous company president, Gus Antorcha, moved to take over the role at Princess Cruises.
This guide will explain everything you need to know about Holland America Line’s ownership, leadership, and more!
Since Holland America Line is a subsidiary of Carnival Corporation, the cruise line and its fleet of 11 cruise ships are led by the company president, Beth Bodensteiner.
This means Holland America Line itself doesn’t have a separate CEO, but as company president, Bodensteiner reports to Carnival Corporation’s board of directors and acting CEO, Josh Weinstein.
Bodensteiner took over the president position on December 2, 2024. She is a 20-year veteran of Holland America Line and previously served as the cruise line’s Senior VP and Chief Commercial Officer.
Beth Bodensteiner
Through these roles, Bodensteiner proved her leadership skills, but it was her involvement in getting the brand through the financial difficulties of the post-pandemic period that really put her in the spotlight.
Bodensteiner took over the role as company president from Gus Antorcha, who held the position from 2020 to 2024. Today, he serves as the president of Princess Cruises, a sister company to Holland America that is also owned by Carnival Corporation & plc.
Prior to Antorcha’s stretch as president, the cruise line was led by Norwegian-born Stein Kruse. (A fitting name for someone working in the cruise industry!) Kruse assumed the role in 2013 before retiring in 2020.
The current company president, Beth Bodensteiner, may not be a household name, and she doesn’t often present herself as the face of Holland America, but she is well known within the industry.
Even as far back as 2015, Bodensteiner appeared in the Puget Sound Business Journal’s “40 Under 40” list. In her previous role as Senior VP, she also spearheaded Holland America Line’s YODA System, which increased bookings and helped manage inventory across the entire company.
While Carnival Corporation’s headquarters are in Miami, Florida, Holland America’s home office is in Seattle, Washington. Holland America may employ staff around the globe, but Beth and the rest of the leadership team get to enjoy life in the Pacific Northwest.
The Carnival Corporation acquired Holland America in 1989. Prior to that, Holland America Line was a fully independent cruise line that was founded back in 1873 as the Netherlands-America Steamship Company.
At the time of the takeover, Carnival Corporation was the fastest-growing cruise company in the world. After going public in 1987, Carnival began expanding and buying other cruise lines.
In February of 1989, Carnival agreed to purchase Holland America Line, then known as Holland America Line and Westours Inc., for roughly $625 million, or around 1.2 billion Dutch guilders.
As part of the purchase agreement, Carnival Corporation agreed to keep Holland America as a distinct brand under the Carnival umbrella, rather than just absorbing its ships and other assets.
In fact, at the time of the takeover, a spokesperson for Carnival Corporation even explained that Carnival had “no intention of ‘Carnivalizing’ the Holland America ships” or adding any of their signature elements into their fleet.
The thinking here was that ships under the Holland America banner would have a distinct style and focus on sailing Alaska during the summer months, while Carnival-branded ships would stick to the Caribbean itineraries throughout the year.
While the acquisition meant Holland America Line was no longer an independent cruise line, ownership under the Carnival Corporation meant they were able to expand their fleet and upgrade their existing ships.
These efforts to expand the fleet with much larger ships stepped up in the late 1990s, when work began on two Rotterdam-class ships: the MS Volendam and MS Zaandam. Each had a capacity of nearly 1,500 guests, and represented a big step up for the Holland America fleet.
Not only did the takeover mean that Holland America’s fleet was expanded, but the focus also changed.
When they purchased the cruise line, Carnival Corporation also took over Westours, which was a smaller tour company owned by Holland America.
Westours was a small branch of the company that focused almost exclusively on Alaska cruises, while the rest of the Holland America fleet toured the Caribbean and Europe.
Carnival saw the takeover as an opportunity to have the entire fleet begin focusing on Alaska and the Pacific coasts of Canada and the United States.
This focus helped spread awareness of the Holland America Line name in North America. Once established, the cruise line’s focus expanded beyond Alaska, and Holland America began offering cruise itineraries in other markets.
By 1997, Rotterdam VI, the biggest ship in the fleet at the time, set sail from Holland America’s newly introduced private island in the Bahamas, Half Moon Cay. This marked the beginning of Holland America’s move towards being a brand that would focus more on premium service and experiences.
In my experience, I’ve found them quite similar to Cunard Line, where the focus is more on luxury and traditional cruising experiences.
History of Holland America
Holland America Line in Rotterdam (Photo Credit: trabantos / Shutterstock)
Holland America dates back to April 18, 1873. It was first founded in Rotterdam, Netherlands, as the Netherlands-America Steamship Company (NASM).
As a passenger and cargo line, its first ship, Rotterdam, sailed from the Netherlands to New York City for its maiden voyage in 1874. In addition to carrying freight, the ship also carried immigrants and visitors between Europe and North America.
After the Second World War, Holland America began shifting its focus towards more leisurely transatlantic travel and European cruises. Through the 1950s and 1960s, they gained a reputation for fine dining, and their ships became known for their unique green and white paint.
In the late 1960s, the company rebranded its passenger arm as Holland America Cruises. When 1971 arrived, they bought Westours to strengthen and increase the size of the company and gain a foothold in the Alaska cruise market.
In 1975, Holland America ran the very first Alaska Inside Passage cruise with its ship Prinsendam. Then in 1987, they acquired 50% ownership of Windstar Cruises, which would eventually be fully acquired by Carnival Corporation as part of the Holland America purchase two years later.
After Carnival acquired Holland America in 1989, it continued evolving, right into the 2000s. Adding Vista-class and Signature-class ships to the fleet was a significant step forward.
In 2004, they made world headlines by offering adventure cruises that crossed the Amazon River. They also added a world voyage in 2008, which visited 39 different ports in 29 countries.
Today, Holland America Line is one of the most recognizable cruise lines anywhere. With 11 cruise ships that sail throughout the entire world, it has made major steps since its early days in Rotterdam.
Is Holland America a high-end cruise line?
Dining Room on Holland America’s Zaandam Ship (photo Credit: WESLEY FOULDS)
Holland America Line markets itself as a premium cruise line. The branding tends to have a more upscale vibe to it than you get with the mass-market family fun ships operated by Carnival Corporation under the Carnival banner.
With that said, it’s not quite as luxurious as the most premium brands, like Regent or Silversea. Still, in my own experience, the focus is on excellent cuisine, classic décor, embracing the culture of the destinations its ships visit, and providing spacious staterooms and suites.
While there’s still plenty to do on Holland America cruise ships, their entertainment options lean more toward gyms, spas, nice restaurants, and live music, rather than theme park-style attractions.
Even some of the signature features on a Holland America cruise have a sophisticated feel, like art auctions, fine dining, and their unique EXC Talks, where local experts provide educational lectures about the regions the ships visit.
Holland America Line Dutch Tea (Photo Credit: Holland America)
All of this is to say the target demographic tends to be older and more affluent travelers, rather than young families traveling on a budget. With that said, I’ve seen plenty of younger passengers enjoying Holland America cruises, so don’t feel like you’ll be bored or out of place if you’re looking for fun and relaxation.
Prices start in the hundreds of dollars for two-day trips to places like the Bahamas. A typical 7-day cruise package usually runs about $800 to $1,500 per person.
If you want to get into the really high-end side of things, you can spend well over $10,000 for their long-duration itineraries, like their 93-day Grand Australia & New Zealand Experience.
While they also offer cruise voyages in Asia, Australia/New Zealand, South America, and even Antarctica, their most common routes include the Bahamas, New England, Caribbean, Europe and the Mediterranean, Hawaii, and, true to their past, Alaskan summer cruises.
What is Holland America’s net worth?
Since Holland America Line is part of Carnival Corporation, it doesn’t have its own market value or public net worth. However, their parent company is worth just shy of $38 billion.
How many ships does Holland America own?
Holland America operates 11 cruise ships. Most of those ships can be classed as mid-sized cruise ships, with passenger capacities ranging from 1,432 to 2,650 guests.
All of HAL’s cruise ships are currently spread across four different classes:
Rotterdam Class:MS Volendam (1999), MS Zaandam (2000)
Vista Class:MS Zuiderdam (2002), MS Oosterdam (2003), MS Westerdam (2004), MS Noordam (2006)
Signature Class:MS Eurodam (2008), MS Nieuw Amsterdam II (2010)
Pinnacle Class:MS Koningsdam (2016), MS Nieuw Statendam (2018), MS Rotterdam (2021)
If you haven’t noticed, all of the ships carry names that reflect the cruise line’s historical ties to the Netherlands. MS Rotterdam is the seventh ship in the company’s over 150-year history to bear the name.
One thing I’ve noticed whenever I’ve traveled on any Holland America cruise ship is that they are maintained to a high standard-even the older vessels. This reflects the cruise line’s commitment to providing passengers with a quality and upscale experience.
Margaritaville at Sea is relaunching its unlimited, non-consecutive Paradise Pass.
The Silver Pass focuses on 2- and 3-night trips from Palm Beach with casino credits, onboard discounts, and reduced rates for additional guests.
The Ultimate Gold Pass covers 4- to 7-night itineraries from Tampa with larger credits and deeper discounts.
If you’re a passenger who keeps booking cruise after cruise, Margaritaville at Sea is betting a pass may make it easier to book multiple cruises.
The Florida-based cruise line is bringing back its “Paradise Pass” program, giving frequent cruisers the option to lock in unlimited trips for a single, upfront price.
This time, however, the program comes in two versions.
The Silver Pass is aimed at shorter escapes, covering 2- and 3-night sailings mostly designed as weekend getaways. The Ultimate Gold Pass extends the offer to longer 4- to 7-night itineraries across Mexico and the Caribbean.
Both tiers apply to departures from the line’s Florida homeports of Port of Palm Beach and Port Tampa Bay and are now available for sailings scheduled through December 31, 2026.
“Margaritaville at Sea is bringing back its much-loved Paradise Pass program with two brand-new and exciting options – the Silver Pass and the Ultimate Gold Pass,”the company said in its August 21, 2025, announcement.
At the core of the press is the promise of unlimited, non-consecutive sailings for the holder and one guest in an oceanview stateroom. Bookings can be confirmed up to 30 days before departure, giving passengers a wider window to secure cabin assignments.
The program also includes discounted rates for family and friends sailing on the same trip and offers a way to add additional guests to a passholder’s cabin at set rates.
Two Passes Unveiled
The relaunch of the Paradise Pass is split between the two tiers, with the Silver Pass including an oceanview stateroom for two guests, along with a $25 casino match/free play credit on each sailing.
Passholders also receive 5 percent discounts on both onboard purchases and pre-cruise enhancements. Outside of the pass window, they can claim an additional 10 percent off retail bookings.
The Silver option also includes 10 percent off fares for friends and family sailing on the same trip, and passholders have the ability to upgrade at the pier, when space allows.
2026 Paradise Pass Program
Those traveling with larger groups can add a third or fourth guest to their cabin at $99 per adult and $59 per child.
Meanwhile, the Ultimate Gold Pass, doubles the casino credit to $50 per sailing and discounts increase to 10 percent on onboard purchases and enhancements, and 20 percent on retail bookings outside the pass window.
Gold passholders also receive 20 percent off fares for friends and family sailing with them, plus a one-time Free Express Pass.
These passholders can also secure a Breezy Balcony upgrade for $299 and additional guests can join for $249 per adult and $99 per child.
The Silver Pass starts at $799 while the Ultimate Gold Pass starts at $1,499.
From Palm Beach, most sailings on the 52,926-gross-ton Margaritaville at Sea Paradise are quick trips to the Bahamas, including Freeport and Nassau, and are a better fit for the Silver Pass.
From Tampa, the 85,619-gross-ton Margaritaville Islander expands the brand’s reach to Mexico and the Western Caribbean, offering itineraries that range from 4 to 7 nights.
These are better suited for the Ultimate Gold Pass with sailings that include stops in Cozumel, Costa Maya, and Progreso in Mexico, as well as other Western Caribbean ports.
Currently, Paradise is on a quick adventure to Freeport, Bahamas, and alternates that itinerary with one that calls in Nassau, as well as a slightly longer version that visits both Bahamian ports.
Islander is currently sailing a 7-night route that includes Cozumel and Costa Maya but extends to Roatan, Honduras, and Belize City. Some voyages call in Ocho Rios, Jamaica, and George Town, Grand Cayman.
Carnival Cruise Line has secured an off-site parking lot at the Port of Long Beach due to limited parking availability at the cruise terminal.
The cruise line issued a detailed set of parking instructions that guests booked to sail on Carnival Panorama’s August 24, 2025 departure must follow.
Free shuttle service will be provided to bring guests into the port after parking their cars off site, however, the cruise line advises guests to use alternate transportation that will not require parking.
For at least the second time this summer, guests booked to sail on a Carnival Cruise Line ship out of Long Beach, California, are being warned about limited parking availability at the facility.
In an alert sent to guests booked to sail aboard Carnival Panorama’s August 24, 2025 cruise to the Mexican Riviera, the cruise line advised that an off-site parking area has been arranged.
Detailed instructions about accessing the lot are included in the notice, but the line also strongly recommends that passengers use an alternate transportation option that will not require parking at all.
The notice provided no specific reason for the alert, however, the 3,000-guest Carnival Radiance, will have departed the Port of Long Beach two days before Carnival Panorama departs.
It seems likely that guests aboard the two mega-ships, which will not return before Carnival Panorama departs, will have secured many of the port’s available parking spots.
Carnival Panorama guests were advised to arrive at the terminal at their scheduled time and drop off luggage and any traveling companions. While in the drop-off line, they will receive directions to the off-site lot as well as an entry and identification card.
Guests should be prepared to pay the $20 per day parking fee — by credit card only — upon entry to the off-site lot.
“A dedicated agent will be available to process your card payment, as only card payments will be accepted. Parking accommodations will be in place for guests with mobility limitations,” Colleen Oliverio, vice president of guest services for Carnival Cruise Line, wrote in her notice to guests.
Once guests secure their parking spaces, free shuttles will bring them back to the cruise terminal. The final shuttle will leave the parking lot 30 minutes before the final boarding time.
The shuttles will also return guests to the off-site lot at the conclusion of the voyage.
Off-Site Parking Lot Has Vehicle Limitations
The notice points out that the off-site parking lot cannot accommodate any vehicle taller than 6-feet, 6-inches, nor can it accept any oversize vehicles.
Also, any guests sailing on back-to-back cruises aboard Carnival Panorama may not use the off-site lot at all, since it is available only for the length of a single voyage.
The August 24, 2025 departure is a 6-night cruise calling at Cabo San Lucas and Ensenada, Mexico. The ship’s next sailing is an 8-night Mexican Riviera voyage departing on August 30, 2025.
Warnings about limited parking and the cruise line’s off-site lot had been issued in June 2025, when a similar situation unfolded at Long Beach. The instructions for Carnival Panorama’s June 21, 2025 sailing were identical to this latest alert.
Parking issues were not the only concerns for cruisers departing from Long Beach in summer 2025. On August 3 and 4, 2025, guests booked to sail on Carnival Panorama and Carnival Firenze, also homeporting at Long Beach, were warned about the closure of the Shoemaker Bridge, a main route into the port.
An 83-year-old Scottish man died of natural causes aboard Marella Voyager while on a cruise in Italy.
Italian authorities conducted an investigation and confirmed there was no foul play, clearing the ship to continue its Mediterranean itinerary.
Passenger fatalities on cruise ships are not uncommon given the tens of millions who sail annually.
What began as a sunny port day in Naples quickly turned tragic for passengers aboard Marella Cruises’ Marella Voyager when an 83-year-old Scottish man suddenly collapsed in the pool and died.
The ship had just tied up in the port of Naples, Italy, on August 19, 2025, when fellow travelers witnessed the man become unwell. Despite urgent efforts by the crew and the ship’s medical team, the man could not be revived.
“I can confirm that sadly a passenger passed away of natural causes onboard Marella Voyager,” a spokesperson for the cruise linetold news outlets.
The cruise line extended its thoughts tothe passenger’s family and said its care team is providing assistance.
The 1,912-passenger ship, which had departed Palma de Mallorca, Spain, on August 16, was enjoying its second port of call after Olbia, Sardinia, on a 7-night “Treasures of the Mediterranean” itinerary.
Local authorities reportedly boarded the vessel to conduct an investigation. Their review confirmed the man died of natural causes and Marella Voyager was cleared to resume its scheduled itinerary, albeit a little late for its originally scheduled 5 p.m. departure.
The 77,302-gross-ton ship carried on to Civitavecchia, Italy; Ajaccio, Corsica, and Palamos, Spain, and will return to Palma de Mallorca on August 23, 2025.
The British Foreign, Commonwealth & Development Office said it is supporting the man’s family and coordinating with the British Embassy in Rome.
Cruise Deaths Remain Rare
Hosting tens of millions of passengers annually – 34.6 million passengers in 2024 alone – passenger deaths on cruises are statistically rare.
Earlier this year, Newsweek reported that “hundreds” of cruise-related deaths occur annually, working out to be about one death per 150,000 guests. Other estimates suggest around 200 deaths each year across the entire industry.
Morgue
A long-term review of data from 2000 and 2019 documented 623 deaths at sea across 78 ocean and river cruise lines, with nearly nine in 10 being passengers.
Among the leading causes of death, 18 percent passed due to unspecified natural causes and 16 percent due to cardiac incidents.
Marella Voyager is the newest ship owned by parent company TUI Cruises, having debuted in 2023. TUI is a joint venture between Germany’s TUI Group and Royal Caribbean, with Marella Cruises recently announcing it will build two new cruise ships in 2030 and 2032.
While this is the first noted passenger death aboard the vessel, modern cruise ships are built with facilities to manage such situations. Most crew ships include a small morgue for passenger deaths that occur at sea, designed to preserve dignity until the ship can reach port.
In the case of the Scottish man’s passing, crew were able to contact health officials in Naples, and the passenger would have been transported to a local hospital.
The identity of the passenger has not been released out of respect for the family.
Cruise Hive extends its deepest sympathies to the man’s family during this difficult time.
