Published on
September 18, 2025
By: Paramita Sarkar
Starting January 2026, Hapag-Lloyd Cruises will begin bilingual operations aboard its entire fleet of five ships. This move is aimed at making the cruise line more accessible to international travelers by offering both German and English as the main languages for all onboard services, broadening its reach to a more diverse group of global cruisers.
The company’s decision to implement bilingual cruise experiences is part of a broader strategy to attract a wider audience and offer a more inclusive experience for its guests. Alongside this new operational structure, Hapag-Lloyd Cruises will also roll out a new brand campaign: “World. Wide. Wonderful. Book your 2026 dream cruise now,” inviting travelers from around the world to explore destinations like the Arctic and the Mediterranean on its luxurious vessels. This campaign will run from September 15 to October 31, 2025 and is expected to spotlight the onboard atmosphere of Hapag-Lloyd’s fleet through custom imagery and video content while highlighting over 25 upcoming voyages.
By introducing this bilingual offering, Hapag-Lloyd Cruises hopes to offer its signature luxury cruise experience to a broader audience without compromising the authenticity and intimacy that have been central to the brand’s appeal. The company’s satisfaction ratings consistently exceed 90%, and the bilingual expansion is designed to improve guest experiences and accessibility, ensuring that new travelers can easily immerse themselves in the unique offering of Hapag-Lloyd Cruises.
Who is Affected
The bilingual operations will benefit international travelers who wish to sail on Hapag-Lloyd’s luxury and expedition ships. This shift allows guests from German-speaking countries and English-speaking regions to enjoy a seamless experience throughout their journey, from booking to disembarkation. It marks a significant step for the brand in its effort to accommodate a wider variety of international travelers.
The launch of the 2026 bilingual campaign also affects travel agencies and tour operators, who will be given the resources and tools to promote the new offering effectively. They will receive a comprehensive campaign toolkit, including a 36-page brochure, an animated flipbook, and social media templates, all designed to help them showcase Hapag-Lloyd Cruises’ expanded offerings and exclusive early booking discounts.
With the introduction of these tools, travel agencies will be better equipped to sell Hapag-Lloyd’s luxury voyages, encouraging new customers from all over the world to experience one of the premium cruise experiences the company is known for.
Where This Is Happening
This significant development impacts Hapag-Lloyd’s five-ship fleet, which includes two luxury vessels, the Europa and Europa 2, as well as three expedition ships: the Hanseatic Nature, Hanseatic Inspiration, and Hanseatic Spirit. These ships sail to a wide range of destinations, including the Arctic and Mediterranean, as well as more remote regions such as Northern Europe, Canada, and Greenland. The bilingual services will be available to guests traveling to these diverse regions, enabling them to experience world-class service in their preferred language, whether they’re exploring the wild landscapes of the Arctic or the cultural treasures of the Mediterranean.
The decision to implement bilingual services across the entire fleet also means that the cruise line will be able to more easily cater to multi-national groups traveling together, enhancing the experience for families, friends, and international groups booking their cruises through global agencies.
When Will This Take Effect
The new bilingual operations will officially commence in January 2026, marking a new chapter for Hapag-Lloyd Cruises as they expand their global appeal. The bilingual services will be offered aboard all of Hapag-Lloyd’s ships, ensuring that guests are able to comfortably enjoy a variety of services throughout their cruise, from the booking process to the onboard entertainment. This strategic shift comes just in time for the launch of the 2026 brand campaign, which runs from September 15 to October 31, 2025, offering exclusive early booking discounts.
The campaign is designed to generate excitement for the 2026 sailings, which will include both luxury cruises and expedition voyages to destinations such as the Arctic, Canada, Northern Europe, and the Mediterranean, inviting guests to experience these world-class voyages in a new, more accessible format.
Why This Change Matters
Hapag-Lloyd Cruises’ move to bilingual operations marks an important milestone in the company’s efforts to expand its global presence. By offering German and English as official languages, the company opens up its fleet to a larger international audience, making it easier for travelers from across the world to experience its luxurious and expedition cruise offerings.
The 2026 campaign also underscores the company’s commitment to attracting new travelers and showcasing its growing fleet of ships, which sail to both iconic and remote destinations. The bilingual expansion ensures that Hapag-Lloyd remains competitive in the cruise industry by offering personalized experiences to guests from different linguistic backgrounds while maintaining its reputation for delivering luxurious and authentic cruises.
The campaign also highlights Hapag-Lloyd’s focus on ensuring that each cruise is more than just a voyage; it’s an immersive experience that moves and inspires. From luxurious dining and entertainment to excursions in the Arctic or the Mediterranean, Hapag-Lloyd Cruises provides guests with a chance to explore new destinations in style and comfort.
How Hapag-Lloyd Is Implementing This Change
To support the bilingual operations, Hapag-Lloyd Cruises is working on training its onboard crew, ensuring that all staff members are well-equipped to deliver exceptional service in both German and English. Additionally, the company’s brand campaign will feature specially produced images and videos, offering a glimpse into the onboard experience that Hapag-Lloyd provides.
Travel agencies will be provided with a range of marketing resources, including brochures, social media content, and a brand video, making it easier for them to promote the 2026 bilingual cruises and drive sales. The early booking discounts will also help attract guests to book their dream voyages well in advance.
Accessible and inclusive cruise experience
Hapag-Lloyd Cruises’ new bilingual operations offer a more accessible and inclusive cruise experience for travelers worldwide. Starting in 2026, guests can enjoy luxury and expedition cruises in the Arctic, Mediterranean, Canada, Northern Europe, and more, all while benefiting from personalized service in both German and English. This strategic move ensures that Hapag-Lloyd stays at the forefront of the industry, making its premier destinations and luxury offerings available to an even wider audience.
Image: Hapag-Lloyd Cruises
