Hapag-Lloyd Cruises opens the Wave Season for the 2026/27 season
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.
(Hapag-Lloyd Cruises opens the Wave Season for the 2026/27 season)
