United Kingdom
United States
Asia Pacific
Cruise line became leader by branding it for value and fun
How did Carnival Cruise Lines “fun ships” become a highly popular mass market product with industry leading profits?
A new study in the recent issue of Cornel Hotel and Restaurant Administration Quarterly details their strategy with a focus on the future.
Said research Robert Kwortnik:
“Carnival’s emergence as a dominant brand in the seascape has been guided by management’s focus on the concepts of fun and value.”
He said the future challenge, however, is for the cruise line to differentiate itself from present-day competitors offering their own versions of the same theme.
He concludes: the cruise line illustrates the difficulties all hospitality managers face when nurturing a maturing brand.
The key, he concluded, is for companies such as Carnival to stay focused on core customers and the experiences they are seeking. Finding out the “brand essence” is critical.
The study can be downloaded for free at www.chr.cornell.edu, according to the university.
Report by David Wilkening
Related News Stories:
David
Bubba O’Keefe on Clarksdale’s Vibrant Music Scene
Commemorating Elvis and Embracing Tupelo’s Culture with Jennie Bradford Curlee
Craig Ray and the Expansion of the Blues Trail
Presenting Mississippi’s Cultural Trails with Katie Coats
Robert Terrell: A Journey Through BB King’s Influence
Rochelle Hicks: Celebrating Mississippi’s Musical Legacy
Exploring Jacksonville with Katie Mitura: The Flip Side of Florida
Tricia Handley-Hughes of Inteletravel announces the location for the TravelQuest 2025 conference
Insights from James Ferrara on Inteletravel’s Growth and Future
Tricia Handley-Hughes on Inteletravel’s Growth and Challenges
Tony from Gatto’s Pizza on Columbus’s Unique Pizza Trail
Sophia Hyder Hock on Global Social Inclusion in Tourism
Dozens fall ill in P&O Cruises ship outbreak
Woman dies after getting ‘entangled’ in baggage carousel
Turkish Airlines flight in emergency landing after pilot dies
Boy falls to death on cruise ship
Protestors now targeting Amsterdam cruise calls