Hapag-Lloyd to Implement Full Bilingual Operations by 2026

Hapag-Lloyd Cruises is set to become fully bilingual on all five of its ships starting January 2026. This change aims to attract international guests by offering sailings in both German and English. To support this transition, the company is launching a new brand campaign titled “World. Wide. Wonderful. Book your 2026 dream cruise now,” which will run from September 15 to October 31, 2025. The campaign focuses on showcasing the unique onboard atmosphere and highlights over 25 upcoming cruises through specially created imagery and video content.

Clas Eckholt, vice president commercial at TUI Cruises, expressed confidence in the potential reach of this initiative, stating, “Our satisfaction ratings consistently exceed 90%. With this campaign and our bilingual expansion, we are inviting new travelers to experience the unique Hapag-Lloyd Cruises feeling without losing the intimacy and authenticity that define us.”

To further assist travel agencies, Hapag-Lloyd is providing a comprehensive campaign toolkit, which includes a 36-page brochure, an animated flipbook, social media templates, and a 20-second brand video. Additional ready-to-use content will be available via the company’s “Agent Compass” website.

The Hapag-Lloyd fleet is comprised of two luxury vessels, the Europa and Europa 2, alongside three expedition ships: the Hanseatic Nature, Hanseatic Inspiration, and Hanseatic Spirit. These ships are known for their voyages to a diverse array of destinations, from the serene landscapes of the Arctic to the rich cultural heritage of the Mediterranean. The company aims to provide journeys that blend discovery with high-end service, fine dining, and sophisticated entertainment.

In 2026, Hapag-Lloyd plans to venture into regions including Northern Europe, Canada, and Greenland. As an added incentive for travelers, early booking discounts will be available until October 31, 2025.

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