Hapag-Lloyd Cruises goes bilingual fleetwide ahead of 2026 itineraries

Hapag-Lloyd Cruises has announced a new global campaign, WORLD. WIDE. WONDERFUL., which will run from 16 September to 31 October 2025 and highlight 26 cruises across its luxury and expedition fleet. 

The campaign coincides with the company’s decision to make all voyages bilingual from January 2026, conducted in both German and English, opening the brand more fully to international travellers.

The campaign is designed to emphasise the onboard experience across the five-ship fleet – the luxury vessels Europa and Europa 2 and the expedition ships Hanseatic nature, Hanseatic inspiration and Hanseatic spirit. 

All five have recently received five-star ratings from the 2025 Insight Guides Cruising & Cruise Ships (formerly the Berlitz Cruise Guide).

Hapag-Lloyd Cruises has long offered bilingual service on Europa 2 and Hanseatic inspiration. From 2026, the approach will extend to the entire fleet, ensuring seamless communication and access for non-German speaking guests while retaining the line’s emphasis on small-ship luxury.

Clas Eckholt, Vice President Commercial at TUI Cruises, said the campaign builds on the brand refresh launched earlier this year.

“It shows how we are placing even greater emphasis on the unique Hapag-Lloyd Cruises onboard experience,” said Eckholt. “Naturally, we wish to introduce this feeling to new guests as well.”

The campaign will be supported with a wide range of sales and marketing material, including a 36-page brochure, social media templates, and short promotional films. Travel agents will have access to all materials through the company’s Agent Compass portal.

Ines Bizi, Director of Marketing, said the new imagery is intended to communicate the brand’s identity more clearly: “Our campaign is more than an offer – it is an invitation. We offer experiences that are not only seen, but felt with all the senses.”

The company said its expedition ships will continue to focus on Arctic destinations, while the luxury ships will sail in the Mediterranean and other cultural hubs. The highlighted cruises also include voyages in the Baltic Sea, the British Isles, Norway’s North Cape and through the Northwest Passage.

Sample cruises from WORLD. WIDE. WONDERFUL.

Europa 2: Civitavecchia to Dubrovnik via Naples, Capri, Messina, Syracuse, Kotor, Split and Korcula (16–25 August 2026, 9 days). From €5,990pp.

Europa: Hamburg to Travemünde via Eidfjord, Alesund, North Cape, Tromsø, Leknes, Svartisen, Stavanger, Arendal and Oslo (12–26 June 2026, 14 days). From €7,290pp.

Hanseatic nature: Svalbard circumnavigation from Longyearbyen to Tromsø, including Kvitøya, Nordaustlandet and Barents Island (6–18 July 2026, 12 days). From €13,540pp.

Hanseatic spirit: Northern Canadian Arctic and West Greenland from Kangerlussuaq roundtrip, visiting Baffin Island, Devon Island, Ellesmere Island, Uummannaq and Disko Bay (22 August–9 September 2026, 18 days). From €16,190pp.

Hanseatic inspiration: Northwest Passage from Seward to Kangerlussuaq via Alaska, Canadian Arctic and Greenland (6 August–4 September 2026, 29 days). From €26,490pp.