Holland America Upcycles Ship Carpets Into Souvenir Coasters for Guests
By turning shipboard carpet waste into collectible coasters, Holland America Line spotlights how cruise operators are adopting circular design to address sustainability within the travel sector.
Holland America Line has unveiled a pioneering initiative to repurpose carpet waste from its cruise ships into sustainable retail products, setting a new benchmark in the cruise industry's approach to circular design. Developed in partnership with Danish carpet manufacturer Dansk Wilton, the first product launched under this program is a set of four souvenir coasters crafted from upcycled carpet materials. These coasters, touted as the industry's first recycled carpet product available for sale, will be sold exclusively in Holland America Line's onboard shops across its fleet by October 2025.
Transforming Shipboard Carpet into Functional Guest Products
The coasters were made from approximately 3,300 pounds of carpet waste sourced during refurbishment projects on three ships, Oosterdam, Eurodam, and Nieuw Amsterdam, over the past two years. A total of 12,000 coasters were produced using Dansk Wilton's ReBond material, an advanced upcycled textile that is also integrated into Holland America Line's architectural signage. The company emphasizes that this program demonstrates the viability of circular design in transforming waste generated by the cruise industry into functional and guest-friendly products.
In a press statement, My Nguyen, Holland America Line’s director of interior design, shared enthusiasm for the collaboration, stating, “This project reflects our ongoing journey toward more sustainable practices. These coasters are a tangible example of how discarded resources can be given a second life in the very environment they came from. We are proud to be the first in the industry to partner with Dansk and innovate carpet waste into beautiful usable products that our guests can enjoy.”
Collaboration with Dansk Wilton and Sustainability Efforts
The project is aligned with Dansk Wilton’s Re:Shape initiative, which aims to creatively recycle and repurpose carpet waste. ReBond textile technology, a hallmark of the Re:Shape program, transforms carpet offcuts into products that contribute to a more sustainable future. The coasters, as the first fruits of this collaboration, exemplify this effort to minimize waste while heightening consumer awareness about sustainability in the travel industry.
Holland America Line and Dansk Wilton are reportedly planning to expand their offerings to include additional products, such as notebooks, postcards, "Do Not Disturb" door signs, artwork, and other items that creatively integrate repurposed materials. These additions will also join the company’s retail portfolio, further extending their commitment to an environmentally-friendly approach.
Addressing Sustainability Challenges Within the Cruise Sector
The broader implication of Holland America Line's recycled coasters lies in showcasing how the cruise industry can adopt sustainable practices without compromising the quality of passenger experience. According to the company, integrating circular design principles into operations not only minimizes the environmental footprint but also provides unique souvenirs that guests can take home as tangible reminders of their journey aboard its ships.
With this initiative, Holland America Line encourages its passengers to engage actively in sustainability efforts. It is part of a systematic approach by companies within hospitality and travel sectors to align with increasing consumer interest in eco-conscious experiences. The move highlights how sustainability can evolve from being a back-end operational process to a front-end feature that attracts travelers.
Frequently Asked Questions (FAQs)
What are Holland America Line’s new coasters made from?
The coasters are crafted using Dansk Wilton's ReBond textile material, which is an innovative upcycled fabric made from discarded cruise ship carpet waste.
Which ships contributed to the recycled carpet materials?
The materials for the coasters were sourced from three Holland America Line ships, Oosterdam, Eurodam, and Nieuw Amsterdam, during dry-dock refurbishment projects conducted over the past two years.
How many coasters have been produced so far?
A total of 12,000 coasters have been manufactured using approximately 3,300 pounds of discarded carpet collected from Holland America ships.
What other products will be made using recycled materials?
Future product offerings include notebooks, postcards, "Do Not Disturb" door signs, artwork, and other sustainable items as part of Dansk Wilton’s Re:Shape initiative.
When will the coasters be available for purchase?
The coasters will be sold exclusively in Holland America Line’s onboard retail stores across its fleet and are expected to become widely available by October 2025.
