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.
This book is a very good business book about the cruise industry. It explains how Bob and everyone else at Carnival fill up the ships week after week. It is a very good book to use as a textbook in Travel or Cruise Industry classes. I hope the book is kept updated every few years.
I have to admit I was a bit concerned about an "impartial" book about the cruise industry written by the president of the world's largest participant. I was dead wrong. Bob Dickinson and Andy Vladimir have written a no-holds-barred, painfully honest account of the state of today's cruise industry. They don't mince words when it comes to the actual decline of cruisers! They finish up with a case study of an ideal cruise only agency that makes sense.