In a move that highlights the cruise industry’s evolving commitment to sustainability, Holland America Line (HAL) has found an innovative way to upcycle used cruise ship carpets, transforming them into stylish coasters that serve as unique, eco-friendly souvenirs. As cruise travelers become increasingly mindful of ecological impacts, such creative environmental initiatives are shaping the future of maritime tourism.

A Second Life for Ship Carpets

For decades, the cruise industry’s vast ships have periodically replaced and disposed of thousands of square meters of carpet during renovations or routine maintenance. Traditionally, these retired materials would end up in landfills, contributing to significant environmental waste.

Recognizing an opportunity to advance their commitment to the environment, Holland America Line began repurposing this waste stream by salvaging gently used carpet from three vessels over the past two years. The result? More than 12,000 coasters—each with a story to tell—now available for sale as memorable souvenirs aboard HAL ships.

The coasters are professionally trimmed, cleaned, and cut into contemporary shapes, then finished with backing and branding. They are offered in sets and have quickly become popular conversation pieces among environmentally conscious guests and maritime memorabilia collectors.

Advancing Sustainability in the Cruise Industry

This upcycling initiative is the latest in a series of steps cruise lines are taking to address the growing demand for environmentally responsible operations. Throughout the industry, companies are increasingly adopting circular economy practices—designing products and services that reuse, repair, refurbish, and recycle materials wherever possible.

Holland America Line’s efforts align with similar sustainability strategies by industry leaders, such as Carnival Corporation’s reduction in single-use plastics, Norwegian’s commitment to carbon neutrality, and MSC Cruises’ hybrid energy initiatives.

HAL’s Vice President of Sustainability, Orlando Ashford, stated, “We’re proud to lead by example, showing that even the smallest items onboard can be thoughtfully repurposed. Every coaster made from our retired carpets prevents material from entering landfills while offering guests a tangible piece of cruising history.”

Eco-Souvenirs with a Story

The upcycled coasters are not only functional and stylish—they connect guests to the storied journeys of Holland America’s renowned fleet. Each piece is tagged with details about the carpet’s origin and its prior service onboard, creating a powerful narrative for souvenir shoppers.

Today’s travelers actively seek sustainable products, with a 2023 Booking.com report revealing that 76% of global travelers wish to leave the places they visit better than they found them. HAL’s offering appeals directly to this market segment, blending environmental stewardship with authentic cruise experiences.

Alongside carpet coasters, the cruise line continues to expand its eco-friendly retail range with reusable water bottles, shopping bags made of recycled plastics recovered from oceans, and apparel crafted from sustainable fibers.

Broader Impacts Across the Travel Industry

Holland America’s initiative is part of a larger movement sweeping through the global travel and hospitality sectors. Several luxury hotel chains, including Marriott and Hilton, now furnish rooms with upcycled or locally sourced decor. In 2024, the International Maritime Organization (IMO) introduced new emission-reduction directives, pushing passenger ships to implement greener practices across logistics, waste management, and fuel consumption.

The cruise industry’s focus on circularity also fosters creative collaborations with vendors and local communities. Some HAL carpets are being further recycled into insulation materials or donated for social housing construction projects in ports of call.

According to the Cruise Lines International Association (CLIA), over 20 cruise lines have pledged to eliminate single-use plastics by 2025 and are investing heavily in waste-to-energy and recycling technologies. These actions aim to address mounting regulatory and consumer scrutiny while shaping a more sustainable—and marketable—industry future.

Guest Response and Future Plans

The coaster program has been met with enthusiastic support from passengers, many of whom share images and stories of their purchases on social media platforms under hashtags like #HALUpcycling and #EcoCruiseSouvenirs. Sales have been robust, with inventory occasionally selling out on select sailing routes.

Building on this momentum, Holland America Line has indicated plans to widen the range of upcycled offerings. Future product lines may include luggage tags, keychains, or decorative art made from other onboard surplus materials such as linens, uniforms, and ship hardware.

The company is also considering educational programming and behind-the-scenes excursions to help guests better understand its sustainability journey, further engaging eco-conscious travelers and setting a model for industry peers.

Toward Greener Horizons

As international tourism rebounds in the post-pandemic era, sustainable travel is more than a trend—it’s a strategic imperative. Holland America Line’s creative repurposing of ship carpets represents just one part of an industry-wide movement dedicated to responsible operations, guest engagement, and the preservation of the world’s oceans and destinations.

For the modern cruiser, these carpet coasters offer more than a practical memento—they symbolize ongoing progress toward greener horizons, inviting every traveler to become a steward of the seas.

Learn more at Travel Weekly or by visiting Holland America Line’s sustainability hub online.