I've cruised Carnival, MSC, Norwegian, Celebrity, Royal Caribbean, Holland America and Virgin Voyages. Of those, I prefer HAL and Virgin. I'm basing this on my experience with longer cruises. Since I've only done the current 14 day on Virgin, I can't talk about what the experience is like on their more typical 4-7 day itineraries.
Here are my thoughts about who wins, loses or ties in what I consider key categories.
Crew/Service - Holland America, by a hair. Both lines have a "no tipping" policy. Both brag about great service. In my experience they are similar. Crew is friendly, helpful and service oriented on both lines. But, Virgin embarkation in Barcelona was a cluster. Waiting in the sun for more than 30 minutes to embark in Las Palmas was a turn off. And, I've skipped several shows because there are lines to get in 30-60 minutes before the show. That's a hard no from me.
Food - Virgin, by a hair. I'm enjoying the variety of "specialty" restaurants on board Virgin, although I do miss a sit-down table service lunch option on board, like the Main Dining room on HAL. I've had great meals on both lines and also a few clunkers. For me, the Test Kitchen, Gumbae and the take-away fridge in the Galley tip the scales to Virgin. Holland has classic food loved by us geezers but Virgin has some unique and creative options that I'm loving. Holland America needs to try the tacos in the Gallley, then revisit their sad "taco bar". The downside with Virgin is the difficulty in getting reservations for the "specialty restaurants". And, I do miss free afternoon tea on HAL.
Bottom line, both are cooking for thousands so you're not going to get gourmet food. But if you want tasty eats, you can't go wrong on either line.
Balcony Cabins - Tie. Again, a close call. Balconies are of similar size. So are the cabins. Virgin gets HUGE points for the hammock chair on the balcony. But why no closet door? And, if there are two people in the cabin, one is going to be sitting on the bed, since there's only one chair. And, the bathroom is functional for one but so tiny. And, storage is fine for two for a seven day cruise, but is limited.
Virgin gets points, though for the walk-in shower with giant rainfall shower head and hand-held wand for those of us who think using a giant rainfall shower head is like being water-boarded. Plus, the weird configuration of the beds takes up valuable cabin space when you opt for one bed. I do prefer the firmness of the Virgin bed and it doesn't feel like two beds shoved together (although it is.) I also really miss bedside table drawers.
Virgin also scores with technology. I love the control pad and all the cool lighting/drape modes. When I walk into my cabin at night, the lights automatically come on. Virgin is light years ahead of HAL when it comes to technology.
In terms of decor, it's like comparing a Kimpton to a Ritz Carlton. Different but which you prefer comes down to personal taste.
Pools - Holland America. The pools on Virgin are, at best, cocktail pools. Great for standing in them with a cocktail but you cannot swim in them.
Loyalty Programs - Holland America. The highest level on Virgin matches mid-tier on Holland. Then again after five four-day cruises, you have top status on Virgin. You have to cruise 400 days on HAL to get free laundry.
Itineraries - Holland America, by a mile. Virgin tried longer itineraries when they first began but their target market wasn't buying. Holland has world cruises and unique itineraries around the world, with a much bigger fleet. Virgin has newer ships (a big plus) but they're big, so can't go to smaller ports. And, they've made a business decision to focus on 4-7 day itineraries. Shorter than I prefer.
Accessibility - Holland American, by a mile. I haven't found a way to get to decks 16 and 17 without taking the stairs. HAL focuses on seniors and makes it easy to navigate the ship in a wheel chair or scooter. The downside? There are often a lot of wheelchairs and scooters.
And, let's talk seating. Almost every other passenger has mentioned the rather unique and challenging seating. Lots of daybeds. Lots of deep couches that mean you can't bend your legs.
Overall Vibe - Virgin, by a mile. Virgin doesn't allow passengers under the age of 18. They cater to a younger crowd, although on this Transatlantic, there are a lot of us who qualify for AARP. Still, there's a good mix of 20-somethings to seniors, which I enjoy. HAL can feel a bit like a retirement home on their longer cruises, although they are working to attract a younger crowd.
I also love that there are no announcements. Other than announcements in public areas about crew drills, it is like staying in a hotel, with no one waking you up to announce you've docked.
I also love the diversity on Virgin. I was trying to imagine Bingo with the Diva on a HAL ship. I suspect the many HAL cruisers from The Villages would have a collective stroke. Tattoos? Colorful hair? Fine with me.
And, there's no Cruise Director. Instead, there's the Happening Cast. They lead activities and are around, just making sure everyone is having fun. Seriously, the Halloween bash? With free face make-up to get you in the mood? Stellar.
Entertainment - Virgin. This is not your grandparents entertainment. Expect games and cultural references that Boomers won't get. Expect risque humor. Some "bad" words. And, entertainment that breaks the stereotypical cruise ship fare.
The App - Virgin, by a mile. HAL has a history of nautical experience going for it but they need a lot of work on their technology, from their website to the app. It is not helpful to have a messaging system if there are no notifications that you have a message.
Virgin also invested a lot in lighting and cabin technology. Even on the newest HAL ships, there seems to be no interest in the types of technology that would appeal to generations past Boomers.
Public Areas - Holland America. HAL gets the nod because of the Crow's Nest. And, the Lido, which can be covered during bad weather. Virgin has a lot of areas to hang out, but I haven't found many with comfortable seating and a view.
Bottom line, I'll happily cruise both lines again. I'd love to cruise Virgin more but until they add some longer itineraries, I'll stick with HAL. And, will look forward to next year's Transatlantic cruise on the Scarlet Lady.