on 23 July 2007
This is a fascinating account of the US-based Cruise business. Now in its second edition, the authors contrast their views of a decade ago with where the business is today. The strongest part of the book in my view is the discussion of the different ways the cruise lines have built - and plan to continue to build their businesses. Interestingly the clarity of the strategic thinking varies from the clear and focussed (Carnival) to some other, weaker, waffle. Reading this it becomes clear that Carnival's growth to number one has been no accident. Other parts of the book are not as strong (the history section has some schoolboy howlers) or not as interesting to this reader (how to run a Travel Agency). Nonetheless, an invaluable insight into the cruise business, and a lot better than some of the other gossip-driven 'histories' out there.
on 28 May 2007
This is a difficult book to pigeonhole. Part history, part travel
agent sales manual, part business book - its a fascinating
combination of how cruise lines see themselves and who and how they
market themselves. One theme running throughout is an obsession with
expanding the market. Sections cover some of the backstage parts of
ship operation and the chapter on how cruise lines position
themselves is quite interesting.
Many might be familiar with the term demographic for a subsection of
the population. Well the book develops that further for potential
cruise passengers to include the concept of psychographic - the kind
of state of mind/ outlook of the target markets. In many cases it is
this that cruise marketing is addressing more than demographics per
se. A good example might be Royal Caribbean's 'Get out there'
campaign targetting active families wanting to try new things in a
If you want pictures, you want texts on the ships themselves or the
inside story on backroom deals in the cruise line, this isn't the
book for you. But it is a very balanced (all lines get their place
and positive coverage - not carnival skewed) and I thought
fascinating look at how the lines see themselves, who they are trying
to appeal to and how they do it.