Carnival Cruise Line Case Study

In the year 1912 the cruiser “Royal mail ship Titanic” sank and 1500 of the 2207 passengers died after the ship had grazed a huge iceberg. The ship was leaving Southampton on the 10th of April 1912 heading towards New York. Many of the passengers wanted to leave England behind and emigrate to America. The accident was a disaster for the White Star Line.

The growing market of the cruising industry was soon interrupted by the first world war. Liner ships were used as hospital or warships, but also to transport troops of soldiers. Offering pleasure trips was no longer possible, since the global oceans were strongly involved in the war.

As a result, many ships got damaged or even destroyed by striking mines. Cunard Line as well as the White

In 1967 Cunard Line built a boat called Queen Elisabeth the second, which did not have different classes on board. Therefore, all passengers received the same service. Even though Cunard Line was not the first to come up with the idea of eliminating the class differences, it was a great success. Just a few years later, in 1972 Americans formed a company called “Carnival Cruise Line”. It grew steadily based on good publicity and is known as “Carnival Corporation & plc” since 2003. Today it is established as the world’s largest travel leisure company. Further development took place when the Norwegian cruise line was established. Founder of the company where the Americans Knut Kloster and Ted Arison in 1966. To distinguish itself from all the other companies that rose, their idea was to offer so called “free style cruising” trips. Therefore, dress code, specific eating times or certain schedule were not of importance. As a result, people who like travelling but do not want to change their lifestyle by buying new clothes for the life on board, suddenly where attracted to cruising trips. The concept was a big success and by 1979, the cruiser “SS Norway” was shipping passengers under Norwegian cruise line. With 316 meters, it was the longest passenger liner at that time. By the time the second world war was over, eastern Germany (DDR) provided cruising trips for the working class. These trips were meant to motivate workers to increase their output. In reality, mainly people of high state or certain distinction to the state got the chance to take part in one of the sailing trips. Accordingly, only about 280.000 DDR citizens ever entered one of the three cruisers the DDR provided. Furthermore, nobody thought about how to finance the