The 51-year-old who steered the Lions to Championship safety last term, has previously led Blackpool and Crystal Palace to the top flight via the playoffs.
Holloway believes that Millwall's mentality must change if he is to win a third promotion at The Den.
"It's all about expectation and we have to change our players' expectations. Instead of having a relegation battle, I want us to have a promotion battle," he told News at Den.
"I want to get in the play-offs and I want to get promoted, so to do that you've got to have competition for places.
"I don't know anyone who plays well that thinks that they are playing every week - good clubs have good squads and I want us to be a good club. A young, hungry, fresh Millwall is what I'm after."
Holloway was appointed Millwall boss in January.