An Ocean of Innovation — A Passion for Giving Back spotlights the many charitable endeavors of Carnival Corporation & plc cruise brands and their employees. In that spirit, proceeds from sponsor support and from sales of this book will benefit Big Brothers Big Sisters of Greater Miami, a highly successful nonprofit organization that helps young men and women find the right path in life by matching them with caring adult mentors.
An Ocean of Innovation A Passion for Giving Back
Benefiting Big Brothers Big Sisters of Greater Miami
A Remarkable Journey
An Ocean of Innovation A Passion for Giving Back
Carnival Corporation & plc, the world’s largest cruise-ship operator, is not just one story. Rather, it is a collection of stories as vast as the waters on which its fleet sails. An Ocean of Innovation — A Passion for Giving Back synthesizes these stories into a cohesive narrative, demonstrating how each individual cruise line creates a powerful whole: Carnival Corporation & plc. An Ocean of Innovation — A Passion for Giving Back tells their stories with archival and contemporary images from the cruise lines’ libraries and in the words of their executives and employees. The book looks at the history of each brand as well as the innovations and philanthropic efforts that have inspired an entire industry.
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A Remarkable Journey Carnival Corporation & plc, the world’s largest cruise-ship operator, is not just one story. Rather, it is a collection of stories as vast as the waters on which its fleet sails. An Ocean of Innovation — A Passion for Giving Back synthesizes these stories into a cohesive narrative, demonstrating how each individual cruise line creates a powerful whole: Carnival Corporation & plc. An Ocean of Innovation — A Passion for Giving Back tells their stories with archival and contemporary images from the cruise lines’ libraries and in the words of their executives and employees. The book looks at the history of each brand as well as the innovations and philanthropic efforts that have inspired an entire industry.
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From a single ship . . .
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. . . to a global fleet . . .
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. . . celebrating the journey of a remarkable company.
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An Ocean of Innovation A Passion for Giving Back 1987–2012 Twenty-five Years of Excellence, Innovation and Service
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Contents A Message from Micky Arison 13 In Tribute 14 Personal Remarks from Howard Frank 15 Timeline: The Growth of a Global Company 18 Chapter 1: Carnival Cruise Lines 30 Chapter 2: Holland America Line 42 Chapter 3: Cunard 52 Chapter 4: Seabourn 64 Chapter 5: Costa Cruises 74 Chapter 6: Princess Cruises 84 Chapter 7: P&O Cruises 96 Chapter 8: P&O Cruises Australia 106 Chapter 9: AIDA Cruises 118 Chapter 10: Iberocruceros 126 Only the Beginning 134 Benefiting from Your Support: Big Brothers Big Sisters of Greater Miami 136 Our Sponsors 140 Acknowledgments 158
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A Message from
Micky Arison Twenty-five years ago, Carnival set out to become the biggest and best cruise company in the industry, with brands serving every segment of the market. We were just one cruise line then, but dreamed of creating a portfolio of brands covering the spectrum of cruising. An Ocean of Innovation — A Passion for Giving Back is the story of how our company grew from one brand to 10 — and why. Each chapter chronicles a brand’s fascinating history, major milestones and game-changing innovations. We also feature a key team member for each cruise line who serves as the face of that brand, whose hard work contributes to the success we enjoy today.
Micky Arison
As you read, you’ll learn about who we are, and you’ll also find out about what we do, especially when it comes to giving back. Because philanthropy is one of our core values, we devote a section in each chapter to charitable efforts. Proceeds from sponsorships of this book will be donated to Big Brothers Big Sisters of Greater Miami, part of a worldwide mentoring program that has, for more than a century, helped young men and women recognize their worth and achieve their full potential. We’ve come such a long way since 1987. Today, there’s a Carnival Corporation brand for every type of cruise traveler, with a fleet of 100 ships to choose from and more on the way. We sail the world and carry nearly 10 million guests each year, or half of all cruise passengers. And we make a world of difference in the lives of so many. To say that I’m proud of these achievements would be an understatement. Sincerely,
Micky Arison Chairman and Chief Executive Officer Carnival Corporation & plc
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In Tribute The Costa Concordia tragedy affected Carnival Corporation & plc and the entire cruise industry in a truly profound and unprecedented manner. The breadth and scope of what transpired on the night of January 13, 2012, is beyond anything that our corporation, and indeed the cruise industry as a whole, has ever experienced. As a cruise-ship operator, there is nothing more heart-wrenching than the loss of a guest or a crew member. The entire Carnival Corporation & plc family extends its deepest sympathies to the families and loved ones of those who lost their lives. We would also like to pay tribute to the brave crew members of Costa Concordia, who acted heroically to bring so many passengers to safety. Costa has been in business for more than 60 years and is coming back stronger than ever, building upon its long-standing reputation for quality established over the course of many decades. Everyone at Carnival Corporation & plc is proud to be associated with Costa, its management team and employees. On this, the 25th anniversary of Carnival Corporation’s initial public offering, it is important to not only celebrate our successes but also to remember and pay tribute to everyone affected by the Costa Concordia accident.
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Personal remarks from 2012 Cruise Shipping Miami opening address: Each of our cruise companies in the Carnival group has a lapel pin. They are different for each of our brands. When I have meetings with different operating companies, I usually wear their pin. It’s an acknowledgment to their company and that I am always proud to wear their pins. Since the Costa Concordia accident I decided to only wear the Costa pin. I don’t know if anybody has noticed. I couldn’t be more proud of the Costa organization and their terrific management team. I’ve been to Italy a number of times in the last two months, working with the team, and they have been at this twenty-four hours a day, seven days a week, and they have done a superb job. They don’t always get the credit for it, of course. What also needs to be said is that the crew of
Howard Frank
the Costa Concordia are the true heroes of this tragedy, and as time unfolds some of these stories of these fantastic heroes will be told. Italy is one of the greatest seafaring nations in the world. And, Italian mariners are among the best in the world. I am proud to have known many of our Italian captains over the years, and I personally feel that I couldn’t be in better hands than when one of our Italian captains is on the bridge. Lest we forget, more than 500 years ago, an Italian captain, together with an Italian crew sailing Italian-made ships, first visited this great land. We shouldn’t forget this. It’s an incredible legacy that we have in America. Costa will come back stronger than ever before, and I will continue to wear my Costa pin to remind everyone how proud I am to be part of Costa and its management team and its great Italian heritage. With that, I thank you for allowing me to share with you my personal thoughts on this.
Howard Frank Vice Chairman and Chief Operating Officer Carnival Corporation & plc An Ocean of Innovation
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A look back to where it all began. . .
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The Growth of a Global Company Corporate Mission Statement
Our mission is to take the world on vacation and deliver exceptional experiences through many of the world’s best-known cruise brands that cater to a variety of different geographic regions and lifestyles, all at an outstanding value unrivaled on land or at sea.
1972 Carnival’s first ship, TSS Mardi Gras, makes her maiden voyage.
1979
Unfortunately, she runs aground on a sandbar outside the Port of Miami. Future cruises go much more smoothly!
Micky Arison is named president of Carnival. TSS Mardi Gras
Ted Arison, founder of Carnival Cruise Lines and chairman of the corporation until his retirement in 1990
TSS Festivale TSS Carnivale
1975 Carnival purchases Empress of Britain and remakes her as TSS Carnivale. An Ocean of Innovation
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1978
TSS Festivale, formerly S.A. Vaal, undergoes a $30-million refurbishment and begins service for Carnival as the largest, fastest vessel sailing from Miami to the Caribbean.
1982 MS Tropicale makes her debut.
She is the first new ship that the cruise industry has seen in many years, marking the beginning of an industry-wide, multibillion-dollar shipbuilding boom.
Interior designer Joe Farcus creates Carnival’s iconic funnel for the first purpose-built vessel, MS Tropicale.
1985 1984 Carnival becomes the first cruise line to advertise on national television, with the premiere of We’ve Got the Fun, starring Kathie Lee Johnson (later known as Kathie Lee Gifford).
Kathie Lee Johnson tours one of the Carnival “Fun Ships.”
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The 46,000-ton Holiday launches, the first of three Carnival ships in the Holiday class.
Timeline
MS Tropicale
Holiday
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1989 Carnival purchases Holland America LineWestours Inc.
1990 Ted Arison steps down as chairman of Carnival’s board of directors. He hands the reins to his son, Micky Arison, who had learned the business from the ground up: first in the sales department, then as reservations manager and then as vice president of passenger traffic.
Holland America Line’s ss Rotterdam
1987 Carnival raises $400 million for future expansion, with an initial public offering of stock. Carnival earns the distinction as “Most Popular Cruise Line in the World,” carrying more passengers than any other.
Carnival Fantasy
The 70,000-ton Carnival Fantasy enters service, the first of eight vessels in Carnival’s highly successful Fantasy class. Micky and Ted Arison
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Holland America Line’s ms Statendam enters service, the first of its S-class ships.
1996 Carnival starts the “megaship” trend with the launch of Carnival Destiny.
The first passenger vessel to exceed 100,000 tons, she is the world’s largest cruise ship at the time.
ms Statendam
Carnival’s parent company is renamed Carnival Corporation to distinguish it from its flagship brand, Carnival Cruise Lines.
1992 Carnival buys a 25 percent stake in Seabourn; it increases its share to 50 percent in 1996 and takes full ownership in 1999.
Micky Arison, Lin Arison, Bob Dickinson and Ted Arison at the launch of Carnival Destiny
Timeline
1993
Carnival Destiny Seabourn Legend An Ocean of Innovation
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2003 Queen Mary 2, Cunard’s newest flagship, makes her maiden voyage.
1997 Holland America Line introduces its awardwinning private island, Half Moon Cay in the Bahamas.
She is the first ocean liner to set sail since the maiden voyage of Cunard’s Queen Elizabeth 2 [QE2] in 1969.
1998 The corporation acquires the legendary Cunard, which has been the pioneering brand of ocean travel since 1840. Carnival’s vision is to have multiple brands focused on different segments of the market around the world.
Holland America Line’s ms Westerdam at Half Moon Cay
Carnival Corporation buys a 50 percent stake in Costa Cruises with the goal of building the biggest cruise line in Europe.
Queen Mary 2 Carnival Spirit
2001
Carnival introduces a brand-new class of vessel with the launch of the 88,000-ton Carnival Spirit. She is Carnival’s first new ship ever positioned in the Alaska and Hawaii markets. An Ocean of Innovation
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Holland America Line announces its Signature of Excellence initiative. The innovations start the trend of branded shipupgrade programs that are prevalent today.
Wall Street success: Carnival plc is added with the acquisition of P&O UK, P&O Australia, Princess Cruises and AIDA Cruises, creating the world’s dominant player in the cruise industry.
2004 Princess Cruises introduces “Movies Under the Stars,” an innovation that is soon adopted by much of the cruise industry.
Closing bell, April 22, 2003
Diamond Princess is the first Princess Cruises ship to be built in a Japanese shipyard.
Timeline
2003
Her sister, Sapphire Princess, also will be built in Nagasaki, Japan, by Mistubishi Heavy Industries. Micky Arison and Howard Frank on the stock-exchange floor
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2006 2005 Costa Cruises becomes the first cruise fleet in the world to earn the RINA Green Star notation.
This award is based on the highest environmentalprotection standards, stricter than the existing industry norms.
Carnival Corporation & plc and its brands donate more than $7 million for hurricane relief.
Holland America Line establishes On Deck for the Cure ® to raise money for breast-cancer research through Susan G. Komen for the Cure. Holland
America crews take about 500 walks around their ships’ decks each year for On Deck for the Cure ®. They’ve raised more than $3 million so far. On Deck for the Cure®
The operating companies of Carnival Corporation & plc successfully complete implementation and certification of their respective environmental-management systems to the ISO 14001 standard.
Costa Cruises is the first international company authorized to operate in China, departing from Chinese ports.
The funds include $6 million from Carnival Corporation & plc and $1 million raised by the employees and guests of its operating companies.
Costa Allegra in Shanghai
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Iberocruceros is formed through a joint venture. Catering to the
Spanish- and Portuguese-speaking markets, the new company operates under the Costa Group. Carnival takes full ownership in 2009.
Iberocruceros’ Grand Mistral
P&O Cruises Australia launches Australia’s own first superliner, Pacific Dawn. She is followed by
Pacific Jewel and Pacific Pearl in 2009 and 2010, respectively.
Costa Serena enters service.
With this first of four ships in the Serena class, Costa Cruises reaches a historic record in Europe: one million guests booked in only one year. Costa Serena
Timeline
2007
Cunard’s Queen Victoria makes her debut, featuring the first theater at sea to include private boxes. AIDAdiva, the first of seven ships in the cruise line’s Sphinx class, enters service.
AIDAdiva An Ocean of Innovation
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2008 P&O Cruises launches Ventura, one of the largest cruise ships built for the British market.
Ventura
Her Majesty Queen Beatrix of the Netherlands christens Holland America Line’s ms Eurodam in a ceremony at the company’s original headquarters in Rotterdam. Left: The Atrium on ms Eurodam. Above: Her Majesty Queen Beatrix onboard ms Eurodam with Micky Arison and Holland America Line President and CEO Stein Kruse.
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Seabourn introduces Seabourn Odyssey.
She is three times the size of her sister ships but carries only twice as many passengers, creating the most space per guest in the industry. Two sister ships are to follow: Seabourn Sojourn in 2010 and Seabourn Quest in 2011.
Seabourn Odyssey in Sydney, Australia
Carnival introduces a brand-new class of vessel with the launch of the 130,000-ton Carnival Dream, the largest ship the cruise line has ever built.
Pacific Sun
P&O Cruises Australia’s Pacific Sun brings bedding supplies to Vanuatu and donates them to the Red Cross for earthquake and tsunami victims in the South Pacific.
Timeline
2009
Carnival Dream An Ocean of Innovation
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2010 Cunard’s Queen Elizabeth enters service; her interior is rich with art-deco-inspired glamour.
Following the devastating earthquake in Haiti, Carnival Corporation & plc donates more than $5 million to a variety of relief organizations, including UNICEF, the University of Miami’s Project Medishare, the American Red Cross and Save the Children.
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2012
2011
Holland America Line is honored by the Port of Seattle as a Green Gateway Partner for its comprehensive environmental achievements, particularly in the areas of waste and emissions reduction.
Carnival Cruise Lines unveils Fun Ship 2.0, a $500-million initiative that transforms the Carnival vacation experience through innovative dining choices, unique bars and lounges, new entertainment options and more.
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WaterWorks, part of Carnival Cruise Lines’ Fun Ship 2.0
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All for the Fun of It Take a step back to 1972. Miniskirts and bell-bottoms freed up everyone’s fashion spirit, Ms. magazine published its first issue, and radios played Helen Reddy’s equal-rights anthem, “I Am Woman.” But businessman Ted Arison had an idea for a different kind of equality.
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The latest ship, Carnival Breeze
Carnival Cruise Lines was founded on the simple belief that all people deserve the vacation of their dreams. In an era when few but the wealthy traveled by ship, it was a game-changing notion.
It Started with a Dream “There were a lot of grumpy people that day, but by midnight everyone was having a good time.” — Micky Arison on the maiden voyage of TSS Mardi Gras
In the early seventies, a cruise vacation was something only the wealthy could enjoy. Ted Arison believed that all people deserved to explore exotic ports of call, enjoy delicious cuisine and dazzling entertainment, and feel the wind in their hair. So that year, Arison, an Israeli-American businessman with experience in the shipping and cruise industries, founded Carnival Cruise Lines on his belief that everyone’s vacation should be filled with fun and memorable moments. With this revolutionary notion, the cruise industry as we know it today came to life. The fun began with the purchase of the transatlantic ocean liner Empress of Canada, built in 1960, which Carnival converted to TSS Mardi Gras.
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Her maiden voyage wasn’t smooth sailing. She ran aground on a sandbar as she left the Port of Miami. “There were a lot of grumpy people that day, to say the least,” recalled Arison’s son, future Carnival Chairman Micky Arison, who witnessed the whole situation from the ship’s bridge. “But we opened the bars, and by midnight everyone was having a good time.” Arison believed the “Fun Ship” philosophy began that night. Carnival’s fleet would become known as “the Fun Ships,” with an easygoing, adventurous spirit standing out from the cruise industry’s staid image. “From the beginning, Carnival Cruise Lines has been a well-defined brand,” said Gerry Cahill, Carnival Cruise Lines president and chief executive officer. “Our mission statement is very clear: Provide fun, memorable vacations at a great value.”
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Pioneers All the Way In the coming years, Carnival would continue to offer “fun for all.” In the late seventies, the company purchased Empress of Britain and transformed her into TSS Carnivale. She was followed by the largest and fastest ship to sail from Miami to the Caribbean: TSS Festivale, which brought the cruise experience to more people than ever. In 1982, the brand-new MS Tropicale debuted. Carnival’s first purpose-built ship, she offered a more sophisticated version of fun, with lavish shows and onboard casinos, and was the first Carnival ship to feature a waterslide and Carnival’s signature red-whiteand-blue winged funnel. Tropicale was the talk of the industry for another reason. At the time, fuel prices were sky-high, and skeptics questioned the wisdom of building a ship in that financial environment. But Carnival executives kept the faith and brought out Tropicale with an impressive collection of groundbreaking onboard features, including an expansive promenade and pool area, dedicated entertainment venues, and multiple lounges. Its success sparked an industry-wide building boom. Two years later, it was time to proclaim the excitement. “We wanted to show everyone why we were the Most Popular Cruise Line in the World,” said Micky Arison. “I think we succeeded.” Beginning in July 1984, Carnival became the first cruise line to advertise on national TV. Created by Bill Drier at McFarland and Drier, the We’ve Got the Fun campaign starred Kathie Lee Johnson (soon to become Kathie Lee Gifford) and showcased the activities, entertainment and all-around fun of a Carnival cruise. The bubbly, energetic ads boosted sales and Johnson/Gifford’s career.
Above and right: Spa facilities and pools have come a long way since Carnival’s early days. These were the latest in the 1980s.
Top: Carnival Cruise Lines founder Ted Arison with his son, future Chairman Micky Arison. Above: Ted Arison at the naming of TSS Carnivale, with his daughter, Shari Arison (left), the ship’s godmother.
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Expanding the Fleet Carnival Corporation executives took the company public in 1987, raising some $400 million with an initial public offering (IPO) of stock. The IPO paved the way for future expansion of the fleet and acquisition of other cruise lines, and enabled construction of Carnival Fantasy in 1990. The ship was the first of the highly successful Fantasy class and the first new ship to offer 3- and 4-day sailings to the Bahamas from Miami. Carnival Fantasy featured an expanded spa, atrium and promenade. The ship’s architect, Joe Farcus, created a colorful and grand interior décor, setting the standard for many Carnival ships to follow. The ship sparked what is believed to have been the largest shipbuilding boom in modern-day history. Top left: The first three ships in the fleet, TSS Mardi Gras, TSS Carnivale and TSS Festivale. Top right: Carnival Fantasy. Above: Former Carnival President and CEO Bob Dickinson.
Carnival went on to build eight Fantasy-class ships, the most cruise ships to be built within a single class. Between 1990 and 2005, Carnival launched a remarkable 19 new ships, more than any other cruise line today has ever achieved. In the mid-nineties came Carnival Destiny. The world’s largest cruise ship at the time, a record-breaking 100,000 tons, she was the first of the “megaships” so prevalent in the industry today.
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Carnival Fantasy was the first of eight Fantasyclass vessels. It was the first of 19 new ships that the company built between 1990 and 2005.
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Above: Carnival Destiny, which will become Carnival Sunshine in 2013. Right: The atrium on Carnival Breeze.
Today and Tomorrow Carnival has kept constant in its commitment to delivering fun, memorable experiences to guests. Every team member — shipboard and shoreside — works hard to create an atmosphere of hospitality and to provide excellent guest service. And they have fun while they do it.
Carnival didn’t stop there, of course, but has continually enhanced the cruise experience and grown its fleet. Carnival carried 4.4 million passengers in 2012 — the most in the industry. The brand operates from 18 North American home ports, more than any other cruise line. Its fleet sails worldwide itineraries far beyond the Caribbean, including its latest market: Australia, the new home port of Carnival Spirit as of October 2012.
“To me,” Cahill said, “it’s amazing how such a simple concept — fun, memorable vacations at a great value — could create such a powerful brand and be so enduring. It is a concept that has appealed to millions of people over the years.
Now 24-strong, the fleet includes the industry-leading Dream class that launched in 2009 with Carnival Dream and continued with Carnival Magic in 2011 and Carnival Breeze in 2012. The next project, to be completed in spring 2013, is the $155-million transformation of Carnival Destiny, which will be renamed Carnival Sunshine. The makeover adds all elements of Fun Ship 2.0 (See “Taking Fun to the Next Level”) and will feature a more active top-deck environment, including ropes courses and a huge waterslide within the WaterWorks attraction on the top deck.
“It really is quite astonishing, and I give the Arisons and the other folks who launched the Carnival brand a lot of credit for coming up with this concept.”
Some 4.4 million people sailed with Carnival in 2012 — about a quarter of the passengers cruising industry-wide. The brand operates from 18 North American home ports, more than any other cruise line, and added Australia to those ports in 2012.
“‘Fun and memorable’ is an integral part of our brand,” said Cahill. “We’ve created signature moments, from stateroom towel animals to waiters singing in the dining room, creating a lifetime of vacation memories. And we do it better than anyone.”
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I’ve received countless e-mails from guests who rave about employees who made them feel like they’re part of their family. Our employees are the best at making our guests feel at home, and that’s what sets us apart from our competitors. —Gerry Cahill President and CEO, Carnival Cruise Lines
Spotlight on:
John Heald
In March 2007, Carnival management asked Senior Cruise Director John Heald to write a blog. Five years and more than 15 million visits later, Heald continues to entertain with his engaging personality and irreverent wit at johnhealdsblog.com.
What’s the best part about your job? Thanks to Carnival, this regular bloke has been able to live a dream he never thought possible.
What kind of experience do you try to give your guests? For the time they are on the ship, I want guests to relax and let the crew serve and entertain them. I am part of that experience, as well, and like all our fantastic crew, I try to make sure they simply have the best of times.
Senior Cruise Director
Why do you stay? Well, where else would a fat bloke from the UK get to entertain thousands of people each year and see amazing places while doing so? The other reason I haven’t left is because they keep turning down my application to be a Chippendales dancer.
Left: John Heald, hard at work creating the blog that has become a favorite of Carnival cruisers. Above: Enjoying the moment.
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Beyond the Sea
The Carnival Foundation
The Carnival Foundation oversees the cruise lines’ myriad charitable efforts, including the employee-driven Friends Uniting Neighbors (FUN) Team. Shipboard employees offer their time and talent to a variety of community service projects in the Caribbean, Europe, Mexico, Alaska, Hawaii and beyond. Over the past five years, Carnival and its employees have given more than $30 million to those in need. The Carnival Foundation lends its support to dozens of charities, causes and initiatives, including: Employees work at a beach cleanup.
St. Jude Children’s Research Hospital Above: Carnival Magic’s godmother, Lindsay Wilkerson, at the ship’s naming in Venice, Italy, with Carnival Cruise Lines President and CEO Gerry Cahill and Captain Giovanni Cutugno. Wilkerson, a former patient at St. Jude Children’s Research Hospital, is now a St. Jude employee and serves as its ambassador of hope.
Carnival Cruise Lines has pledged to join St. Jude Children’s Research Hospital in raising $3 million over the next three years for St. Jude’s fight against cancer and other life-threatening diseases. “Care to Play” is a fleetwide program providing guests the opportunity to participate in interactive games designed to help raise funds.
Jackson Memorial Foundation/ Holtz Children’s Hospital Part of the Pediatric Intensive Care Unit at Holtz Children’s Hospital, the Carnival Cares for Kids Center offers 30 oversized rooms for young patients and their families. The center enables family members to remain with their child during a hospital stay and includes a comfortable lounge.
“I’m extremely proud of Carnival’s continued support of the American Cancer Society’s R.O.C.K. (Reaching Out to Cancer Kids) Camp, a weeklong camp for kids who have cancer. I am very familiar with the positive impact of R.O.C.K. Camp, as my niece attended the camp several years ago.” — Gerry Cahill President and CEO, Carnival Cruise Lines
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National Foundation for Advancement in the Arts/ YoungArts Program Founded by Carnival Chairman Emeritus Ted Arison, this arts scholarship program assists emerging artists and helps raise support for the arts. Carnival is its premier sponsor.
New World Symphony (America’s Orchestral Academy) Founded by Ted Arison, this unique three-year fellowship program offers national and international performance and educational opportunities for young musicians.
At the dedication of the Carnival Cares for Kids Center at Jackson Memorial Hospital, Miami, are supporters including Carnival Foundation Director Linda Coll, second from left, with Micky and Madeleine Arison.
Jim Berra, Carnival’s chief marketing officer, celebrates with Deborah Spiegelman, executive director of the Miami Children’s Museum, at the grand opening of the museum’s Carnival exhibit.
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Left: The RedFrog Rum Bar and Pub. Below: The Blue Iguana Tequila Bar.
Taking Fun to the Next Level Carnival is transforming the guest experience with Fun Ship 2.0, a fleetwide, multiyear effort that creates new dining choices, unique bars and lounges, and new entertainment options. “Our ability to change and innovate is what sets Carnival apart,� Cahill said.
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“We’ve created . . . a lifetime of vacation memories. And we do it better than anyone.” —Gerry Cahill
Above: The Punchliner Comedy Club Presented by George Lopez; the famed comedian is pictured at right.
President and CEO Carnival Cruise Lines
Gerry Cahill, president and CEO of Carnival Cruise Lines
Fun Ship 2.0 forged partnerships with top names: famed comedian George Lopez, who is consulting on the fleet’s comedic lineup through The Punchliner Comedy Club Presented by George Lopez; Food Network star Guy Fieri, mastermind of the poolside hit Guy’s Burger Joint; award-winning video-game creator EA SPORTS, a brand of Electronic Arts; the Miami Heat’s DJ IRIE and his Spin’iversity for onboard music masters; and the creators of HASBRO, The Game Show, a live-action version of classic board games. The initiative features a range of high-energy musical productions from leading producers, directors and choreographers. Also new are the RedFrog Rum Bar and Pub, BlueIguana Tequila Bar and three other fun-themed bars, as well as the Mexican-themed dining spot BlueIguana Cantina. “Fun Ship 2.0 is the result of listening intently to what guests said they want in a cruise experience,” said Christine Arnholt, vice president of onboard marketing. “We’re taking a cruise experience that’s already fun and a great value, and we’re taking it to the next level, making it more engaging, more memorable, more of a destination.”
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Making the Brand
Above: Carnival was the first cruise line to offer a waterslide — and now offers two. Below: The Thrill Theater is a multidimensional experience.
Carnival has always put its own mark on cruising, from the ships’ instantly recognizable fantail — the Funnel — to thrill-a-minute entertainment and recreation. “Carnival Cruise Lines is a very well-defined brand,” Cahill said, “and our mission statement — ‘provide fun, memorable vacations at a great value’ — is very clear. The elements we are adding to our ships through the Fun Ship 2.0 program all contribute to the excitement and value of the Carnival cruise experience. We’re simply providing our guests with vacation memories that will last a lifetime – and that’s a pretty meaningful objective.”
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The sports bar coming onboard Carnival Sunshine, left, is the creation of EA SPORTS. It’s one of many industry-leading brand partnerships.
Here comes the sun: Carnival Sunshine, the groundbreaking transformation of the pioneering Carnival Destiny, will be the first ship to feature every experience from Fun Ship 2.0.
The transformation will add 182 staterooms to the ship.
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Excellence, Every Time From humble beginnings in the Netherlands 140 years ago, Holland America Line has grown into a leading premium cruise line with a fleet of 15 luxurious ships offering more than 500 cruises a year to 415 ports of call in 98 countries, territories and dependencies. The company, which offers itineraries from 7 to over 110 days on all seven continents, is known for excellence in service, dining, accommodations, activities and destinations.
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The story of Holland America Line takes place over three centuries during some of the most significant events of world history.
Above: ss Rotterdam IV at the North American pier in Hoboken, New Jersey, 1910. Left: ss Rotterdam V, known as “The Grande Dame,” the flagship from 1959 to 1997. Below: Immigrants on ss Volendam, which sailed from 1922 to 1952.
Deep Roots, Shared History Holland America Line has a long, proud history with the Netherlands and with the city of Rotterdam. Its vessels proudly fly the Dutch flag while sailing throughout the world. The story of the company shows how closely entwined its corporate history is with that of the country where it was founded.
Top left: ss Nieuw Amsterdam II sea trials, 1938. The ship was known as “The Darling of the Dutch.” Above: The first Holland America Line ship, ss Rotterdam I, which sailed from 1873 to 1883.
“The relationship with the Dutch people that began so long ago remains strong and vibrant to this day,” said Stein Kruse, president and chief executive officer. “Over the years, the people of the Netherlands have celebrated with us, and members of the Dutch Royal Family have christened our new ships. Several years ago, we returned to our roots and opened a European sales office not far from our original headquarters on the Wilhelmina Pier in Rotterdam. And in 2012, we chose Rotterdam as a home port for our beautiful flagship ship ms Rotterdam VI. Our close ties to the city and its people date back a hundred forty years and continue to strengthen with the passage of time.”
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Her Majesty Queen Beatrix of the Netherlands joins Stein Kruse, Holland America Line president and CEO, at the christening of ms Eurodam in Rotterdam on July 1, 2008.
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Joining Carnival Corporation In 1989, Holland America Line became a wholly owned subsidiary of Carnival Corporation; it was the first cruise line the corporation bought after its 1987 initial public offering. Afterward, Holland America Line experienced much growth, expanding its fleet and continuing as a leader in the industry.
ss Statendam III in front of Holland America Line’s original headquarters in Rotterdam, 1929
“Being part of Carnival Corporation & plc provides a depth of resources, talent, experience and operational excellence that is significant to our business,” said Kruse. “Since we have become part of the Carnival Corporation family, Holland America Line has grown from three ships to a fleet of fifteen and has expanded our deployment and guest sourcing on a global basis.
Transatlantic Pioneer Since its inception, Holland America Line has made major contributions to international transportation. The company took its name from its early focus on transatlantic travel. Headquartered in Rotterdam, NASM (Nederlandsch-Amerikaansche Stoomvaart Maatschappij or, in English, Netherlands America Steamship Company) was a pioneer in the trade between the Netherlands and New York City. In 1896, the company name changed to Holland America Line. As migration escalated from Europe to the New World in the late-19th and early-20th centuries, Holland America Line safely delivered nearly one million immigrants to North America.
“The future of cruising is bright,” he continued. “The growth potential for new cruisers is enormous, in North America and particularly in key international markets where consumers are just beginning to understand that cruising is a great vacation alternative. Being a part of one of the largest vacation companies in the world makes Holland America Line and our sister brands well-poised to leverage untapped opportunities and develop the next generation of cruisers.”
It is not uncommon to hear today’s guests relate stories of relatives who traveled to America on a Holland America ship. Regular transatlantic crossings continued to be made until the early 1970s. In 2011, ms Rotterdam sailed two classic crossings that marked 40 years since the last regularly scheduled crossing. Holland America Line played a historic role during World War II, when its ships became homes for exiled Dutch officials. Civilians and children were also transported to safe ground, and Holland America ships carried hundreds of thousands of Allied troops. When the war ended, Holland America Line joined the effort to repair Europe, delivering the first shipload of aid under the Marshall Plan.
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President and CEO Holland America Line
On April 18, 2013, Holland America Line will celebrate its 140th anniversary. Also in 2013, the company will mark its 15th year of operating Half Moon Cay, a 2,450-acre private island in the Caribbean. And in fall 2015, Holland America Line will launch the first ship in its new Pinnacle class. Accommodating 2,660 guests, the new ship will be the largest in the fleet. It will reflect the continuing evolution of the Holland America guest experience, and will provide a foundation for the next 140 years.
Over the years, Holland America Line occasionally sailed on vacation cruises, beginning with a short journey from Rotterdam to Copenhagen in 1895, but it wasn’t until the 1960s that the company shifted its focus to cruising rather than transatlantic crossings with passengers and freight. The company quickly began to make innovations that would set the standard for the cruise industry going forward. In 1968, for example, Holland America Line was the first to implement the more efficient hotel-style management system onboard its fleet. Also that year, it was the first to adopt the Lido dining concept: poolside dining featuring a range of selections.
“Being part of one of the largest vacation companies in the world makes Holland America Line . . . well-poised to leverage untapped opportunities.” — Stein Kruse
ms Noordam in Venice, 2006
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Holland America Line has more than 65 years’ experience in Alaska and the Yukon. In 1971, the company acquired Westours and its network of hotels, motor coaches and guides. In 1987, the glass-domed McKinley Explorer railcars were introduced for travel between Anchorage, Denali and Fairbanks. Also in 1987, the Westmark Hotels and Inns group was created with 11 properties. Today, Holland America Line brings 235,000 cruise and tour guests to Alaska and the Yukon each year.
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Spotlight on:
Emiel de Vries Captain
Captain Emiel de Vries joined Holland America Line as a cadet officer in 1993 and served as such until 1994. “As a cadet officer, I realized that the human element of the job as deck officer for Holland America Line added a dimension that I could not find in other branches of the merchant navy,” he said. How do you feel knowing that you are considered a shining example of the Holland America Line brand? It gives me a great sense of pride being associated with a company that plays such a large role in the history of cruising. What kind of experience do you try to give your guests? I like to give guests an experience where they feel special and are given the personal touch, by meeting and greeting our guests during various functions and by being visible throughout the cruise. I ask our officers and crew to do the same whenever possible; I believe that this approach — together with our delivering a strong product — is why our guests keep coming back to us time and again. What makes you get up and do your job every day (or every night)? I have had a close connection with the sea all my life. I suppose it is a calling for me. Apart from that, I simply like my job! “The sixteen-thousand men and women of Holland America Line are the company’s biggest asset. I am proud of their commitment and dedication to delivering a once-in-a-lifetime experience for our guests, every time. They are the reason we enjoy one of the highest repeat rates in the industry.” — Stein Kruse Captain de Vries believes the personal touch matters.
President and CEO, Holland America Line
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“Giving is a vital part of our company culture. Both at home and abroad, we’ve been touched by people and places in ways that affirm our interconnectedness as a global community. We are both pleased and honored to provide assistance to those in need around the world, as well as to give back to the communities from which we live, work and sail.” — Stein Kruse President and CEO, Holland America Line
Beyond the Sea
Making a Difference
Holland America Line contributes hundreds of thousands of dollars each year in cash and in-kind donations of cruises and shipboard events to national and international charitable organizations. Employees are encouraged and supported in their philanthropic activities. Many executives serve on the boards of nonprofit organizations, and employees are encouraged to apply for cash or cruise awards for organizations in which they play leadership roles. Erika Lamoureux The Noordam rescue team, who aided 22 refugees off the coast of Greece in 2006
Holland America Line pioneered the On Deck for the Cure® program — a 5k walk around the ships’ teak decks, held on over 500 cruises a year. Since its introduction in 2006, more than $3 million has been raised from guests to support breast-cancer research and awareness. Through the Ship to Shelter program, reusable shipboard items are donated to homeless shelters, schools and other organizations. These items have included televisions, computers, mattresses, kitchenware, furniture, toiletries and even pianos. Officers and crew members organize drives to provide clothing, toys and other supplies to orphanages, and they volunteer to clean beaches. Guests contribute as well, taking time during their cruise to knit blankets and make toys that later are donated to charitable organizations. Holland America crew members are routinely recognized for their dedication, bravery and honor. In 2006, for example, the crew of ms Noordam rescued 22 refugees off the coast of Greece. And in 2012, ms Volendam rescued 70 people from a disabled sightseeing boat in Glacier Bay, Alaska.
From left: The Japanese Red Cross receives a $25,000 donation for tsunami relief; the crew from ms Amsterdam, ms Westerdam and ms Oosterdam clean up Sitka beaches; reusable shipboard items such as mattresses are donated throughout the world as part of the Ship to Shelter program.
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Erika Lamoureux, manager of the Culinary Arts Center program and a breast-cancer survivor, recalls a special On Deck for the Cure® event on ms Nieuw Amsterdam: “I had only recently completed chemotherapy, and was invited as a special employee ambassador to help lead the inaugural walk and to help christen the ship’s bell. Following me came what seemed to be an endless stream of breast-cancer survivors to do the same. I felt so alive. The experience helped me to visualize recovery. I’ve been cancer-free for two years now and greatly appreciate the support our company gives to finding a cure.”
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Signature of Excellence ‘Focusing on Quality’
Holland America Line has earned the prestigious Five Star Diamond Award from the American Academy of Hospitality Sciences.
A luxurious Deluxe Verandah Suite
The Pinnacle Grill onboard ms Westerdam Early in the company’s history, Holland America Line was known as “The Spotless Fleet.” In the 1950s and 1960s, the advertising slogan was “It’s good to be on a well-run ship.” “Our long company history of focusing on quality was a forerunner to our current-day emphasis on excellence,” said Richard Meadows, executive vice president of marketing, sales and guest programs. “In 2003, we announced the Signature of Excellence initiative, which touched every aspect of the guest experience. This commitment quickly became so synonymous with the brand that in 2004, the company tagline was changed to ‘Signature of Excellence.’ The innovations also distinguished Holland America Line as a leader in the industry and started the trend of branded ship-upgrade programs that is prevalent today.” Holland America Line has invested more than $500 million through Signature of Excellence, enhancing the five pillars that are the center of the cruise experience: · Spacious, elegant ships and accommodations · Sophisticated five-star dining · Gracious, award-winning service · Extensive enrichment programs and activities · Compelling worldwide itineraries
A Thermal Suite on ms Nieuw Amsterdam
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Satisfying a Taste for Travel Today, Holland America Line’s trendsetting Culinary Arts Centers — presented by Food & Wine magazine — are featured on each of the 15 ships. These world-class show kitchens at sea feature a rotating schedule of daily activities, including cooking shows, hands-on cooking classes for both adults and kids, wine tastings, mixology demonstrations and other lifestyle presentations. All events are taught by celebrity guest chefs, culinary experts or highly skilled culinary staff during every Holland America voyage. Holland America Line’s innovative and industry-leading culinary initiatives also include a partnership with Le Cirque to present “An Evening at Le Cirque in the Pinnacle Grill,” and a Culinary Council composed of world-renowned international chefs who advise and provide recipes that are featured in all dining venues onboard.
“Our secret to success is consistently delivering oncein-a-lifetime experiences, every time.” — Richard Meadows Executive Vice President of Marketing, Sales and Guest Programs, Holland America Line
The Culinary Arts Center, ms Westerdam
Pan-Asian dining in the Tamarind onboard ms Eurodam and ms Nieuw Amsterdam A selection from “An Evening at Le Cirque in the Pinnacle Grill”
The esteemed Culinary Council, from front: Charlie Trotter; Council Chairman and Master Chef Rudi Sodamin; Jacques Torres; David Burke; and Jonnie Boer.
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Enriching Experiences Innovative Activities Holland America Line’s branded partnerships are bringing new onboard experiences to guests. In the Explorations Café, powered by The New York Times, guests enjoy complimentary online access to the newspaper, historic photographs decorating the café, challenging tabletop crossword puzzles and one of the largest libraries at sea.
With classes and workshops in culinary arts, technology and other topics, this venerable cruise line never stops moving forward — and giving guests more reasons than ever to sail.
Holland America Line’s onboard enrichment program includes a partnership with Microsoft to present a series of Digital Workshops powered by Windows®. In these complimentary sessions, a Microsofttrained “techspert” teaches guests to share their vacation photos, make videos, create blogs and more. Windows’ Digital Workshops offers hands-on learning.
Welcome Onboard In 2011, Holland America Line launched its industry-leading Stateroom Direct Service, a streamlined boarding process that gives guests immediate access to their stateroom as early as 11:30 a.m., allowing them to get settled and start relaxing sooner. “Stateroom Direct Service creates the best start to a cruise for our guests and sets the precedent for top-notch service to follow,” Meadows said. Stateroom Direct Service and the other Signature of Excellence innovations appeal to discerning cruisers who prefer mid-size ships, personalized service, five-star dining and a sophisticated ambience throughout public areas and in staterooms.
Relax and explore in Explorations Café — a living room at sea.
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Environmental Awards · U.S. Coast Guard William M. Benkert Marine Environmental Protection Award: In 2012 and 2010, for outstanding achievement in protecting the marine environment · Port of Seattle: 2012 Marine Environmental Business of the Year and 2011 Green Gateway Partner · Blue Circle Awards: Top recognition from the Port of Vancouver for reducing air emissions at the end of 2010 · World Travel Awards: World’s Leading Green Cruise Line in 2010 · Travel Weekly’s Magellan Awards: Silver as Best Eco-Friendly “Green” Cruise for Sustainable Seafood Program in 2011; gold in 2009 for Ship to Shelter Program · Porthole Cruise Magazine: Most Eco-Friendly Cruise Line in 2010 · NOAA Conservation Partnership Award: Strike Avoidance training program · Virgin Holidays Responsible Tourism Award: Best Cruise or Ferry Operator · Kuoni Green Planet Award: Three ships acknowledged for innovative use of shore power when berthed in Seattle · Seatrade Insider Environmental Initiative Award: For innovative seawater-scrubber emissionreduction technology
Stein Kruse, president and CEO of Holland America Line ms Oosterdam at Hubbard Glacier, Alaska
A Friend to the Environment
Holland America Line has been an industry leader in its efforts to advance technology and improve environmental performance. The company has achieved ISO 14001 certification — the gold standard for measuring corporate environmental performance. Holland America Line spearheaded development of the first marine application of advanced-wastewater-treatment technology that is now widely used in the industry. In conjunction with the National Oceanic and Atmospheric Association, an awardwinning training program was created for avoiding whale strikes; it has been translated into various languages for distribution globally by the International Maritime Organization. Through a partnership with the Marine Conservation Institute, only sustainable seafood is served onboard, research grants are funded, and guests are educated on important ocean conservation issues. Holland America Line earned Ethics Inside Certification® for 2012-13 and was named one of 2012’s World’s Most Ethical Companies by the Ethisphere Institute, a leading international think tank dedicated to the research and promotion of best practices in corporate ethics and compliance.
“Protecting the environment is not only the right thing to do. It is also vital to our future to do so. We are committed to preserving the beauty of the pristine places we sail for generations of guests to come.” — Stein Kruse President and CEO, Holland America Line
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The Legend Lives On With the Industrial Revolution under way in the early 1800s, steam power advanced from simple pumps to complex engines, such as those within steamships. Without total reliance on sail power, these “steamers” provided more dependable service, something the growing British Empire needed. In the late 1830s, Queen Victoria’s government invited bidders for the coveted contract of providing transatlantic mail delivery. The contract went to a Canadian businessman whose name would one day be that of the most storied shipping line in the industry.
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Far left: Brittania Clyde. Left, from top: Brittania Mersey; Queen Elizabeth; Russia.
Cunard was responsible for many industry firsts. Its Lucania liner went hightech in 1901, carrying the latest creation of Italian inventor and radio pioneer Guglielmo Marconi: the wireless.
Full Steam Ahead
“Cunard is at the top of the premium luxury sector, with a brand that is the stuff of legend.” —Peter Shanks President and Managing Director, Cunard
The British Crown awarded its first mail-service contract to a group of businessmen: Samuel Cunard, from Halifax, Nova Scotia; engineer Robert Napier; and their three generous financial backers. Their company, the British and North American Royal Mail Steam Packet Company, eventually came to be known as the Cunard Line. In 1840, Cunard’s first ship, Britannia, was the first ship to take passengers on regularly scheduled transatlantic crossings between Liverpool and Boston. For the next 172 years, Cunard would be responsible for many more industry firsts, including onboard bathrooms, electricity and refrigeration. Its Lucania liner went high-tech in 1901, carrying the latest creation of Italian inventor and radio pioneer Guglielmo Marconi: the wireless. “Cunard prides itself on its long and illustrious history, which remains a core part of its being,” said Peter Shanks, Cunard president and managing director.
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Left, from top: Carpathia; Mauretania; Caronia.
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Leading the Golden Age The early 1900s marked the golden age of ocean travel. Magnificent liners, symbols of wealth and splendor, carried well-heeled passengers on grand voyages. Cunard was at the forefront, offering transatlantic crossings marked by luxurious accommodations and impeccable service. Cunarders were the first ships in the industry to offer children’s playrooms, gymnasiums, ladies’ lounges, libraries, and pianos in their music rooms, making the time crossing the Atlantic Ocean more entertaining and enjoyable. And it was the Cunarder Laconia that undertook the first world cruise in 1922. Seventy-four years later, Cunard was the first in the industry to offer three simultaneous around-the-world voyages. For more than half a century, Cunard held the record for the largest passenger ship ever built, the renowned Queen Elizabeth. Her successor, Queen Elizabeth 2, or QE2 as she was affectionately known, was the first and only ship ever to sail five million nautical miles. Today, Cunard is rightfully known as the Most Famous Ocean Liners in the World, still offering the most refined way to cross the Atlantic. Cunard’s legendary White Star Service — white-gloved afternoon tea, anyone? — sets the standard for the industry. Combined with a young fleet of ships offering fascinating itineraries, luxurious amenities and enriching programs, the journey onboard a Cunarder may be even more marvelous than the destination. “Occupying a unique and elevated place in the cruising pantheon, Cunard is at the top of the premium luxury sector, with a brand that is the stuff of legend,” said Shanks. “In an industry rich in history, Cunard stands out as the most luminous brand of all, with a heritage as illustrious as the ships and ocean liners which have made the brand a living legend,” he continued. “From the early days of Britannia, captured by Charles Dickens, to the glory days of Mauretania, the emotional pull and personality of QE2 and the sheer grandeur and presence of Queen Mary 2, Cunard’s reputation and distinction has carried all before it — and still does today.” From top: Franconia, Laconia and Lancastria.
Peter Shanks, Cunard president and managing director
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Carnival Welcomes Cunard In 1998, Carnival Corporation purchased the bulk of Cunard shares. It was Carnival’s vision to have multiple brands focused on different segments of the market around the world, and Cunard was a venerable brand, rich with history. Cunard’s Queens — Mary and Elizabeth 2 — made the purchase especially interesting, said Howard Frank, vice chairman and chief operating officer of Carnival Corporation & plc. “Micky [Arison] thought we could re-create Cunard by building new Queens,” Frank said, “and I believe this strategy has worked quite well over the years.” Shanks agreed. “The new Queens have Cunard’s heritage built into their DNA,” he said, “continuing a grand tradition of seagoing glamour and excellence, while moving the brand into the forefront of the modern cruising era. “It’s exhilarating to look at the scale and achievement of Carnival,” he continued. “By becoming part of the Carnival family, Cunard has been transformed, with a brand-new fleet of the grandest ships the brand has ever seen. Cunard’s leap forward would simply not have happened without the support and investment from Carnival Corporation.” With the overwhelming success of Queen Mary 2 and her sisters, Queen Victoria and Queen Elizabeth, the future of Cunard looks brighter than ever, Shanks said: “Twenty-five years from now, Cunard will be approaching its two-hundred-year anniversary. We look forward to the brand’s international standing, reputation and heritage being more valuable than ever, and to Queen Mary 2 on our signature transatlantic route helping to make Carnival Corporation the most successful leisure company in the world.” Micky Arison, Peter Shanks and Her Majesty the Queen, at the Queen Elizabeth naming ceremony
“The new Queens [are] continuing a grand tradition of seagoing glamour and excellence, while moving the brand into the forefront of the modern cruising era.” —Peter Shanks President and Managing Director, Cunard
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Icon of War
Lusitania By the time Great Britain declared war on Germany in the summer of 1914, Lusitania had been in service for more than eight years, making scores of runs from Liverpool to New York City and back. The largest, most luxurious liner in the world at her launch, Lusitania had a first-class dining room featuring ornate columns, a dome adorned with frescoes, and white-and-gilt carved mahogany walls. She also held the Blue Riband, an achievement she shared back and forth with her sister ship, Mauretania.
Winston Churchill
Who Has Sailed on Cunard?
(Who Hasn’t?) Cunard treats all guests like stars, but many true celebrities have sailed on its ships. Here and at right is a partial list of famous passengers:
From top: Lusitania and Mauretania. On May 1, 1915, Lusitania left New York for her final voyage. Six days later, on a clear day with smooth seas, a single torpedo from a German U-boat blew a hole in her side. A subsequent explosion destroyed her starboard bow, and Lusitania sank less than 20 minutes later. Her demise turned neutral countries’ sentiments strongly against Germany. These included the United States, which used the sinking of Lusitania as a powerful symbol of why the nation should enter into World War I.
Bing Crosby and David Niven
Marlene Dietrich
Ginger Rogers
Elizabeth Taylor
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Pearl Bailey George Burns & Gracie Allen Hoagy Carmichael Charlie Chaplin Claudette Colbert Gary Cooper Lou Costello Sir Noël Coward Walt Disney The Duke of Windsor Jimmy Durante President Eisenhower Duke Ellington Douglas Fairbanks, Jr. King Faisal of Iraq Ella Fitzgerald Clark Gable Judy Garland Lillian Gish Paulette Goddard Sam Goldwyn Cary Grant Rex Harrison Rita Hayworth Alfred Hitchcock Bob Hope Buster Keaton Helen Keller Deborah Kerr Burt Lancaster Stan Laurel & Oliver Hardy Jerry Lewis & Dean Martin Vera Lynn Somerset Maugham Ray Milland Jacqueline Onassis Gregory Peck Queen Elizabeth – The Queen Mother Sir Michael Redgrave Debbie Reynolds Paul Robeson Eleanor Roosevelt Max Schmeling The Shah of Iran James Stewart Spencer Tracy Sophie Tucker Johnny Weismuller H.G. Wells Mae West Tennessee Williams
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Spotlight on: How did you get your start at Cunard? I first worked at the Purser’s Desk on QE2. I intended to stay at sea for a few years. Thirty-five years later, I still find my job rewarding and enjoyable. What event stands out most in your career? I was part of the volunteer crew on QE2 when she was requisitioned by the British Government in 1982 and sent with troops to the Falkland Islands. Afterward, I felt proud to hear the war was shortened by the timely delivery of the troops.
Jacqui Hodgson Hotel Manager, Queen Elizabeth
Do you have a favorite “White Star moment”? On the second night of a voyage, I received a message from our president and managing director. A gentleman at home needed to know how to take care of the carp in his outside pond. I tracked his wife down, quietly asked her the question and duly relayed her answer. Just another example of White Star Service!
“There is a special pride that many of our staff take in working for Cunard, a belief in something that they have created together, that makes them walk a little taller and try a little harder.” —Peter Shanks President and Managing Director, Cunard
Jacqui Hodgson decided to work for Cunard for a few years. Thirty-five years later, she still loves her work.
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“The Prince’s Trust dovetails with Cunard, given the strong royal associations the brand has enjoyed over the last century. Their goal of helping disadvantaged young people restart their lives has a relevance and resonance that connects with our guests, staff and crew, and the public.” —Peter Shanks President and Managing Director, Cunard
Beyond the Sea
Supporting The Prince’s Trust Cunard is a proud Gold Patron of The Prince’s Trust. Established in 1976 by Prince Charles, the organization helps young people develop key skills including self-confidence. “At Cunard, giving back is part of what we do,” said Shanks. “We’re pleased to have raised so much for The Trust, and we have worked closely with the charity to see how the contributions are being used to turn young lives around.” Over the last five years, Cunard has raised more than £750,000 (roughly $1 million) for The Prince’s Trust. The company received a letter from Prince Charles thanking Cunard and its guests for their support:
“Cunard Line has made, and is continuing to make, the most enormous difference to our work across the United Kingdom,” Prince Charles wrote, in part. “Your donations Naomi Spencer, a young single mother who started a successful business with skills she learned in The Prince’s Trust Enterprise Programme
are used to transform the lives of a great many disadvantaged young people and help them into self-employment, work, education or training.”
Prince Charles’ organization transforms the lives of young people.
The Prince’s Trust Football Initiative, St. James Palace, February 2012
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The New Golden Age
The cruise industry and the needs of travelers have evolved since Samuel Cunard first opened for business in 1840.
No matter how she may change with the modern cruise industry, Queen Elizabeth remains a stately reminder of the gracious days of ocean travel. Through all the evolution and revolution, one aspect remains: Cunard will still be the grandest way to cross the Atlantic, as well as the most refined way to explore the world. And while a new fleet of Queens may hold court, sailing on a Cunarder will always carry a certain unmatched cachet. That’s because nowhere else can guests experience, at once, modern luxury and unparalleled service along with a rich, celebrated history.
Cruisers from the golden age of ship travel might not recognize today’s vessels — unless they were stepping onto a Cunarder.
With each sailing, Cunard’s legendary service and rich history live on.
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All Hail the Queens Less than two years after Carnival Corporation bought Cunard, plans were under way to build the world’s largest and most luxurious ocean liner, surpassing QE2. On January 12, 2004, Queen Mary 2 (QM2), Cunard’s newest flagship, embarked on her maiden voyage. More than twice as long as the Washington Monument is tall, QM2 features 15 bars and restaurants, five swimming pools, a casino, a ballroom, a theater and the first planetarium at sea. Nearly four years later, Queen Victoria made her debut. As elegant as her sister, QM2, Queen Victoria features 20 restaurants and bars, including the Winter Garden lounge with a retractable glass roof. Her two-deck Royal Court Theatre is the first theater at sea to feature private boxes. In October 2010, a newer version of Queen Elizabeth entered into service. A thoroughly modern vessel second in size to QM2, Queen Elizabeth boasts an interior rich with art-decoinspired glamour, recalling the high society of a bygone era.
New York City went all out to welcome Queen Elizabeth, Queen Mary 2 and Queen Victoria.
Royal Rendezvous In January 2011, Queen Victoria and Queen Elizabeth crossed the Atlantic in tandem, meeting their sister, Queen Mary 2, in New York City in front of the Statue of Liberty. Fireworks lit the night sky, and the Empire State Building glowed in Cunard red to mark the occasion.
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The Elusive Blue Riband
What’s in a Name?
The Story of White Star Service “White Star Service” pays homage to Cunard’s historical connection with the famed White Star Line. In the late-19th to early-20th centuries, White Star was actually one of Cunard’s biggest rivals. The two lines competed with each other on every level. White Star expanded with a series of enormous, fast and opulent ships: Olympic, Britannic and ill-fated Titanic, which sank on April 15, 1912. A new company, Cunard White Star, was formed in 1934 and assumed control of White Star’s Atlantic operations. The White Star burgee is now part of the White Star Service logo, forever linking the two lines in their shared place in the golden age of ocean travel.
The White Star burgee is now part of the White Star Service logo, forever linking the two lines in their shared place in the golden age of ocean travel.
Today, Cunard’s legendary White Star Service sets the bar for the entire industry. “It’s what makes Cunard such a cherished, distinctive brand,” said Shanks. The White Star program includes tangible luxuries such as the memorable White Gloved Embarkation and White Gloved Afternoon Tea Service, but the program goes far beyond, with personalized concierge service and the crew’s promise to make every moment onboard extraordinary and to see to it that every guest feels like a valued member of the Cunard family. To reinforce this commitment, all crew members are trained at Cunard’s White Star Academy, where they learn to provide the impeccable service guests have come to expect from the luxury liner on which they sail.
In the 19th century, being the fastest passenger liner to cross the Atlantic Ocean was a much-sought accolade. Those with the highest westbound speeds received the Blue Riband, an unofficial award that stirred fierce competition within the industry. In 1838, the first to hold this honor was the wooden-hulled steamship, Sirius, which made her voyage to New York at 8.03 knots (about 9.2 miles per hour). The last to receive the Blue Riband was United States, in 1952, with a westbound speed of 34.51 knots (about 39.7 miles per hour). Of the 35 liners to hold the Blue Riband, 14 were Cunarders:
Columbia Cambria America Europa Asia Persia Scotia Umbria Etruria Campania Lucania Lusitania Mauretania Queen Mary
Today, Cunard’s legendary White Star Service sets the bar for the entire industry.
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Carpathia
Cunard’s Carpathia comes to Titanic’s aid Just after midnight on Sunday, April 14, 1912, Harold Cottam, the radio operator on Cunard’s Carpathia, sent a last message to White Star Line’s Titanic before signing off. Cottam tapped MGY, Titanic’s signal letters, and received an immediate reply: MGY. COME AT ONCE. WE HAVE STRUCK AN ICEBERG. ITS CQD OLD MAN POSITION 41 46N 50 14W Carpathia raced at full speed through the icy night, reaching Titanic’s location at 4 a.m., more than an hour and a half after the ship had gone down. The crew of Carpathia helped rescue 703 survivors, bringing them to New York City four days later.
White Star Line’s Titanic An Ocean of Innovation
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In a Class By Itself In the mid-1980s, the cruise industry was successfully expanding and an increasing number of consumers were discovering the many advantages of a cruise vacation. As the market grew, new opportunities emerged for unique and different cruise experiences. One untapped segment was in the small-ship category — with a more all-inclusive, clublike atmosphere; all-suite accommodations; high-touch personalized service; gratuities included; and a host of special amenities. With the desires of a well-traveled audience in mind, the luxury line Seabourn was created.
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“Seabourn’s genuine, intuitive style of service is still the single most important element of the cruise experience for our guests.” —Richard Meadows President, Seabourn
From the beginning, Seabourn’s appeal has been in the personalized service and immersive itineraries that smaller ships excel at providing.
Creating a Refined Cruising Experience In 1987, a group of investors decided to create an alternative and formed Seabourn, an ultra-luxury small-ship line offering a cruising experience that was social, yet sophisticated; elegant, yet understated. Smaller in scale, Seabourn vessels could give a few fortunate guests a more enriching travel experience. To a repertoire of the world’s most popular destinations, they could add rivers, canals and smaller, picturesque ports favored by international yachtsmen, taking guests to hidden gems — places the big ships often couldn’t follow. Seabourn Pride embarked on its maiden voyage in 1988. Christened by Ambassador Shirley Temple Black, Seabourn Pride was unlike any other cruise ship of the time. Then, ships of this size would normally carry about 400 guests, but Seabourn Pride carried half as many. That meant that it could offer each guest the comfort of an expansive ocean-view suite. Most important, the ship lavished guests with the skilled attentions of nearly one staff member per guest — an unprecedented level of personalized service that put Seabourn Pride in a class by itself.
Clockwise from top left: The ship’s captain greets diners in The Restaurant; the Atrium; Richard Meadows, president of Seabourn.
“Seabourn’s genuine, intuitive style of service is still the single most important element of the cruise experience for our guests,” said Seabourn President Richard Meadows. “Fine dining, spacious accommodations, attractive destinations and all the rest are really baseline expectations. The service is what makes Seabourn exceptional and what brings our guests back again and again.” An Ocean of Innovation
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The Seabourn cruise experience became known for its high level of amenities, space and gracious hospitality.
Seabourn Odyssey
Other innovative touches on Seabourn Pride were its open-seating dining and complimentary open bar. This created a relaxed, clublike ambience that encouraged sociability among the guests. Seabourn also revamped the cruise business model by including nearly everything in the cost of the fare, which was rare in the industry. Seabourn Pride was followed in 1989 by an identical sister ship, Seabourn Spirit, which offered the same high level of amenities, space and gracious hospitality. Twenty years later, the fleet grew again with the addition of Seabourn Odyssey, immediately followed by Seabourn Sojourn and Seabourn Quest.
Enter Carnival Corporation Meanwhile, Carnival Corporation was busy building its presence in the industry. By 1989, it had acquired Holland America Line and could cater to both contemporary- and premium-market segments. But something was missing: the luxury market. In 1992, the corporation bought a 25 percent stake in Seabourn. Four years later, Carnival increased its stake to 50 percent, providing capital for the purchase of Seabourn Legend. Carnival went on to buy the remaining 50 percent in 1999, thus adding the luxury-cruising segment to its growing portfolio of brands. Carnival simultaneously acquired the venerable Cunard brand and merged both cruise lines into Cunard Line Limited. By 2001, however, it became clear that the merger had not delivered the desired advantages for either line. Seabourn and Cunard were separated. Meadows believes membership in the Carnival family has greatly enabled Seabourn to deliver the promise of small-ship excellence.
From top, elegant elements of Seabourn Odyssey: Pool deck; Restaurant 2; a spa villa; a penthouse suite.
“The patronage of Carnival Corporation has been instrumental in Seabourn’s growth and in our ability to thrive,” Meadows said. “The many product innovations, the expansion of Seabourn’s fleet and the maintenance of the quality necessary to compete in the ultra-luxury segment would have been simply impossible without the foresight and support of a strong corporate parent.”
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Award-Winning in Every Way Seabourn has been consistently recognized by the best of the best in the travel industry and has been a reader favorite among readers of prestigious travel publications.
• World’s Best Small-Ship Cruise Line Travel + Leisure annual World’s Best Awards: 2012, 2011, 2010, 2009 and 2007 • Best Small-Ship Cruise Line Condé Nast Traveler Readers’ Choice Awards: 2012, 2011, 2010 and 2008 • Gold List Condé Nast Traveler for 18 consecutive years, 1994-2012
Ethisphere Institute award
• International Six Star Diamond Award American Academy of Hospitality Sciences
Standing Up and Standing Out
• Best for Luxury: Seabourn Odyssey, Seabourn Sojourn and Seabourn Quest 2011 Cruise Critic Editors’ Picks US and UK, two consecutive years
Seabourn Listed Among the World’s Most Ethical Companies
• Best Luxury Line 2011 Porthole Cruise Magazine Readers Choice Awards, three consecutive years • Best Luxury Cruise Line 2011 Travel Weekly Readers Choice Awards Winner
Seabourn’s core values include integrity, honesty and ethical behavior. These values provide a moral compass, guiding all decisions: from workplace health and safety and environmental compliance to involvement in the community. Because ethics mean so much to Seabourn, its top leadership includes a chief ethics officer.
• Best Small Ship Porthole Cruise Magazine Readers’ Choice Award, Seabourn Quest 2011 and Seabourn Odyssey 2010 • Five Stars 2012 Berlitz Complete Guide to Cruising and Cruise Ships, 18 consecutive years
Outstanding corporate citizenship has led to Seabourn’s recognition as one of the World’s Most Ethical Companies by the Ethisphere Institute, an international business-ethics think tank. Ethisphere also named another Carnival brand, Holland America Line, to the prestigious list.
• Six Plus Black Stars — Highest Rating 2012 Stern’s Guide to the Cruise Vacation, 15 consecutive years • Best for Spa-Lovers: Seabourn Sojourn and Seabourn Quest 2011 Editors’ Picks Award Winner, Cruise Critic • Favorite Spa on a Cruise Ship 2010 Spafinder Reader’s Choice Award
“This is an incredible honor,” said Kelly Clark, Seabourn’s vice president, general counsel and chief ethics officer, “particularly because we’re the first in our industry to be named to this prestigious list.”
• Best Accommodations Porthole Cruise Magazine Readers’ Choice Awards, 2011, 2008, 2006 and 2005 • Favorite Small Cruise Ship Line — Highest Rating Departures, the magazine exclusively for American Express® Platinum Card® and Centurion® members: Luxury Survey of Readers’ Favorites • Six Stars—Highest Rating Fielding’s Guide to Worldwide Cruises
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What is Luxury Cruising? The problem with defining luxury is that luxury is a personal perception. When Seabourn was founded, nothing like it existed.
The Signature Suite on Seabourn Odyssey provides the spacious, well-appointed surroundings that guests are accustomed to in their everyday lives.
The idea was to have a small ship that would provide spacious, well-appointed accommodations, truly fine dining and exceptional levels of highly personalized service to an exclusive clientele of travelers. The fare would include nearly every amenity and service during the cruise, including
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open bars and even gratuities for the staff, creating a relaxed, sociable, clublike ambience among the guests. Although amenities and features have been layered on through the years, these are still the basic tenets that constitute an ultra-luxury cruise experience.
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Spotlight on:
Guenter Steinbrunner
Guenter Steinbrunner was the original maître d’hotel on Seabourn Pride, so he has been a “face” of Seabourn from Day One. As a hotel manager, Steinbrunner has a great deal of contact with guests on a daily basis.
Any inside secrets you can share with the cruising public? There is no way any brochure or travel agent can prepare you for your first experience onboard. Therefore come onboard, relax and ask. Ask your fellow travelers, the crew, and find out what the ships can do for your comfort. You will be amazed what lengths the cruise lines will go to these days to earn your trust and business. There is nothing in comparison. Cruising is the way to travel!
How does it feel to be the “face” of Seabourn? It’s a big honor — it also lets me remember all the good days I have spent onboard in the past and, hopefully, with many more to come.
Senior Hotel Manager
What do you love most about your job? After almost thirty years in the cruise industry, there has never been a boring time. Traveling to exciting places, meeting interesting people and always learning from guests and colleagues makes this the best job.
“There is a level of commitment at this company that makes me very proud. Every day, every Seabourn employee is focused on one thing: making the guest experience the best it can be. Whether shoreside or onboard our vessels, that commitment is what has always set us apart.” —Guenter Steinbrunner Senior Hotel Manager, Seabourn
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“Seabourn’s guests are giving individuals and philanthropic by nature. Charity involvement is a big part of their social lives. From the company’s founding, they have felt comfortable inviting Seabourn to participate in their efforts and support their causes. We have been active in supporting charity auctions because it’s the right thing to do.” —Richard Meadows President, Seabourn
Beyond the Sea
Offering Help, Providing Hope Seabourn believes recreational travel has the power to enlighten, enrich and restore. The cruise line harnesses this power to provide guests with unforgettable journeys and memorable experiences, but it also uses this power in its philanthropic efforts, helping people transform their lives for the better.
British supermodel Twiggy, shown at right with Captain Karlo Buer, is the godmother of Seabourn Sojourn as well as an ardent advocate for breast-cancer research, an important cause for Seabourn.
Over the years, Seabourn has been regularly involved with major national organizations such as the American Cancer Society, the American Heart Association, Boys and Girls Clubs, the United Way, the Red Cross and numerous local arts organizations in communities across the country. Seabourn has made its ships available for charity events whenever possible. Seabourn Odyssey was the venue for a major fund-raising event for the Adrienne Arsht Center for the Performing Arts in Miami when she first arrived in the United States, and Seabourn Sojourn hosted a gala in London for the U.K Breast Cancer Haven just before her maiden voyage.
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Far left: Seabourn Odyssey in Venice. Left and below: The Spa at Seabourn.
Seabourn’s new amenities and features remain faithful to its long-standing mission to take guests to unforgettable destinations and provide unmatched service along the way. Seabourn Square, an innovative take on the traditional ship’s lobby, offers the latest amenities designed to make guests feel at home.
Staying True to the Brand When other cruise lines were producing everbigger ships, Seabourn was charting its own course with its philosophy that space should enhance a ship’s graciousness, not its grandeur. Beginning in 2009, Seabourn launched three ships in three years: Seabourn Odyssey, Seabourn Sojourn and Seabourn Quest. These three sisters share the common DNA of their Seabourn heritage, with signature features such as show lounges and main dining rooms capable of seating all guests; lounges and public rooms scaled for relaxed sociability; and a variety of water features including the single whirlpool spa on the foredeck.
And, most important, they maintain the staff-toguest ratio and the personalized service style that is the hallmark of the brand. “Seabourn added three ships and expanded its fleet capacity tremendously in three years,” noted Meadows. “Any expansion of a fleet has historically been a tremendous challenge in terms of onboard service, because you have to find and train so many new employees so quickly. But aided by Seabourn’s great reputation, our expert shipboard management team was able to recruit, train and manage the expansion so smoothly that we consistently won all the top awards right through the expansion. That is unprecedented.”
But they also pushed the envelope with the innovative new Seabourn Square, which replaces the traditional purser’s lobby with a multipurpose, “living room” style lounge that is the social and business hub of the ship. The new Seabourn Square An Ocean of Innovation
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Experiencing the Small-Ship Advantage Because of their smaller size, Seabourn’s ships can reach smaller ports, giving guests access to hidden gems such as Le Lavandou, along the French Riviera. They can sail right to the heart of great cities like St. Petersburg, Russia, or Bangkok, Thailand, while larger ships have to stay miles away. Itineraries include visits to more than 150 UNESCO World Heritage Sites. And with just a few hundred guests, yachting ports like Îles des Saintes or Jost Van Dyke in the Caribbean are not overwhelmed. Using the unique water-sports marina that deploys from the stern, a Seabourn ship can convert to a private beach resort after anchoring in a secluded cove or on a deserted stretch of beach. An Ocean of Innovation
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Above, clockwise from left: Seabourn ships take guests up-close in Santorini and Hong Kong, and carry their own water-sports marina for personal exploration of destinations.
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Made in Italy Costa Cruises was born in 1948. Its roots stretch back to 1854, when Giacomo Costa founded a small shipping company and named it after himself. The company, Giacomo fu Andrea, and its successor, Linea C — and, starting in 1986, Costa Crociere — would stand out for great entrepreneurial talent and for the elegance of the cruise experience that Costa would one day provide.
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From its early days as a small shipping company, Costa Cruises has evolved to become the No. 1 Italian and European cruise line. It has built its reputation on elegance and a high level of service.
Anna C, the first passenger ship of the Costa fleet, also was the first to feature air-conditioned cabins. It began Costa’s tradition of naming its ships after family members.
The Beginnings of a Cruise Line The vessel Anna C left Genoa on March 31, 1948, reaching Buenos Aires 16 days later. She was the first passenger ship of the Costa fleet, the first to feature air-conditioned cabins, and the first to cross the southern Atlantic Ocean since the end of World War II. In the 1950s, Costa — then named Linea C — refitted its vessels with separate classes of accommodations, comfortable public rooms, full-service restaurants and an attention to architectural and decorative detail. The company also redeployed its vessels for cruises in the Mediterranean and South America, taking advantage of the out-of-sync seasons. That way, guests could escape the winter in the Northern Hemisphere to a cruise vacation in the sunny Southern Hemisphere — and vice versa. Starting in 1959, the company realized the first ship in the world completely dedicated to offering pleasure cruises in the United States and the Caribbean, including 3- and 4-day trips from Fort Lauderdale to the Bahamas, making Costa the first in the world to offer itineraries to the Caribbean. These voyages were so popular that the company began building its ships to be used exclusively for pleasure cruises.
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Brochures for Linea C, the company that later became Costa Crociere
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As shown in this lighthearted moment on Anna C, getting there with Costa was half the fun.
Costa was one of the first lines to fully realize the potential of vacation cruising. The ship had mostly been simply a mode of transportation from one shore to another, but Costa helped to turn sailing into an experience in its own right.
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Cruising, Italian Style Costa launched luxurious new ships equipped with air-conditioning in first and second class, in unmistakable Italian Style: comfortable, elegant rooms; impeccable service offering hospitality and comfort; and the best of traditional Mediterranean cuisine. Such hallmarks continue today, with a style that reached its zenith in the fittings, furnishings and architectural styles renowned worldwide. By the early 1960s, customary routes in South America and the Caribbean were joined by cruises in the Mediterranean, the Black Sea, Brazil, Uruguay and Argentina, right down to the Straits of Magellan and the Antarctic. In 1968, Costa established the Fly and Cruise package for its Caribbean product, making a cruise accessible to those with limited vacation time.
By 1986, the company’s core business was cruising, so the company changed its name to the more apt Costa Cruises. “Until 1986,” said Gianni Onorato, president of Costa, “in places such as Italy, Spain, France and South America, ‘cruising’ meant ‘Costa.’ The reasons for this immediate identification were mainly due to the fact that Costa could count on ships such as Eugenio C and Enrico C, recognized as the most prestigious and elegant ones. These cruise ships contributed significantly to the history of the cruise business development in the world. The Costa brand’s key success factor is to be able to offer a truly distinctive Italian Style product all over the world.”
“The Fly and Cruise vacations were all the rage in the early 1960s,” said Mario Martini, senior consultant at Costa Crociere, “and introduced cruises to a wider audience. This new product was an immediate hit with the North American public. Its popularity was undoubtedly driven by the ‘Italian Style’ at its heart, while making allowances for the habits and lifestyle of its guests, especially in terms of food and entertainment.”
Costa launched luxurious new ships equipped with airconditioning in first and second class, in unmistakable Italian Style.
So great was the success of Fly and Cruise that other cruise lines began to follow in Costa’s footsteps. Its popularity with the public continued to grow, and indeed, after the groundbreaking Franca C, Carla C was dubbed Queen of the Caribbean. Over the years, Costa built on its success, expanding its fleet, standardizing its accommodations to offer comfort and high-level service in all types of accommodations — division between classes disappeared — and providing more onboard entertainment and dining options. Ships became floating resorts — destinations in their own right — taking more passengers every year on fascinating journeys to the far corners of the world and maintaining the Italian Style heritage.
Federico C under construction. Launched in 1958, the 1,270-passenger vessel offered hotel-class accommodations that appealed to luxury travelers.
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Catching Carnival’s Eye Meanwhile, Carnival Corporation was expanding operations, beginning with its initial public offering in 1987. The corporation acquired Holland America Line, Seabourn and Cunard, expanding its portfolio to take in the contemporary-, premium- and luxurymarket segments. Now, Carnival set its sights on Europe. Costa Cruises was already one of the largest cruise operators in Europe, but Carnival wanted to make it the absolute largest. The corporation bought a 50 percent stake in Costa in 1997 and owned it fully by 2000. “When we bought Costa in 1997 we decided to build the biggest cruise line in Europe,” said Howard Frank, Carnival Corporation & plc vice chairman and chief operating officer. “And we made the investments to do that.” Pier Luigi Foschi, Costa chairman, said, “Being part of Carnival Corporation has been an exciting time for Costa to significantly develop and grow its business; for its employees who had the benefit for years of a stable and secure job opportunity; for the Costa customer who enjoyed our increased product offering, in terms of quality and choices; and for the economies of the large number of countries where Costa is doing business — beginning, of course with Costa’s home country, Italy.”
“The Costa brand’s key success factor is to be able to offer a truly distinctive Italian Style product all over the world.” — Gianni Onorato President, Costa Cruises
Frank’s vision turned into a reality. Today, Costa Cruises, the No. 1 Italian and European cruise line, has a total of 14 ships in its fleet. It is recognized for its worldwide sailings and its “Cruising Italian Style” ambience — a blend of sophisticated elegance and Italian spirit and the best Italian food experience — that makes the Costa fleet a true ambassador of the “Made in Italy” brand throughout the world. The company also owns AIDA Cruises, the market leader in Germany, and Iberocruceros, a major player in the Spanish- and Portuguese-speaking markets. With pride, Costa Cruises looks to the future. “The cruise industry is still in an early stage, and we can expect a further growth in the years to come,” said Michael Thamm, chief executive officer of Costa Group. “It is hard to believe, but it will be the case: In twenty-five years, the vast majority of our ships in service today will be retired and replaced by newbuildings. This ongoing process will be used by us as an opportunity to demonstrate the best of our industry: our entrepreneurship, our passion and our creativity to develop outstanding products. Our brands will play a leading role in the further development of a vibrant, healthy and safe cruise industry, and I look forward to remaining a proud contributor to this process.”
Gianni Onorato, president of Costa Cruises
Left, from top: Caffé Florían on Costa Atlantica; the main atrium on Costa Deliziosa. An Ocean of Innovation
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Spotlight on:
Ignazio Giardina Captain
Captain Ignazio Giardina joined Costa Crociere as a cadet officer in 1980, at age 19. He first worked on Costa Armatori and, except for a brief period of service in the Italian Navy, has spent his entire career with Costa. How did you start working for this line, and why do you stay? I feel Costa is an important part of my life. Costa has marked generations of my family — in fact, my grandfather, my father, my father-in-law and some of my relatives have worked with Costa Crociere with fidelity and loyalty. Working with Costa, my dreams have come true.
What makes you get up and do your job every day (or every night)? The passion for my job and for the company which I represent, the satisfaction, the pleasure to see our guests happy and thanking us with a smile, seeing my crew smiling and proud of themselves. This sensation, this feeling, I consider a privilege.
What’s the best part about working for the cruise industry? Working on a cruise ship gives the opportunity to know thousands of people and widen your knowledge. Sailing on a cruise ship is like a bridge which unites many different cultures, but today, unlike a century ago, she is also a social and cultural meeting point at all levels.
“The success of a ship, of a firm or a company, is not only identifiable by the captain’s performance but it is essentially the result of teamwork by the onboard and shore personnel. It’s like a chorus where the captain finalizes the performance of the group. The captain is the link which unites the shore office and the ship. The harmony is created within the group and is the synonym for success.” — Captain Ignazio Giardina
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Costa Cruises continually demonstrates its social responsibility through special programs in the communities where it operates.
Beyond the Sea
Costa Cares
Aiding the Environment
Environmental Awards • Green Star Costa was the first cruise line in the world to earn this voluntary award by RINA (Registro Italiano Navale), certifying compliance with environmentalprotection standards that are far stricter than the existing international industry norms. • B.E.S.T. 4 certification RINA also recognized Costa Cruises with this voluntary, integrated-certification program, confirming compliance with the highest international standards of social-accountability policies, environmental protection, workplace health and safety, and quality-management systems.
Costa’s many environmental initiatives include monitoring air-pollution conditions and cetaceous routes in the Mediterranean Sea. Perhaps most impressively, one of Costa’s ships was chosen for a pilot project — the first of its kind in the maritime industry — to test innovative waste-recycling techniques. In 2009, Costa Cruises began a series of waste-recycling projects onboard its cruise ships calling in Brazil. In Salvador de Bahia, Costa has partnered with Petrobas Biocombustível in a sustainable-development project dedicated to the production of biodiesel fuel from recyclable waste produced onboard. It is given to local farmers involved in the biodiesel production process.
Costa Group CEO Michael Thamm, left, presents an Italian flag to local schoolchildren with Italy’s Minister of the Interior Anna Maria Cancellieri.
In addition, the funding obtained by a Costa ship from the recycling of aluminum and glass was used to repair the gutters and to purchase chairs for a school building in Salvador de Bahia. Funds are designated for other cultural and social activities as well.
Aiding Children Since 2008, Costa has supported MUS-E, a European multicultural project that fights social disadvantages in primary schools by offering artistic experiences and promoting cultural integration and diversity. Costa also supports ambitious scientific programs carried out by local governments, such as the Galliera Hospital and the G. Gaslini Children’s Hospital in Genoa, Italy; and supported a children’s leukemia foundation and an association for research of spina bifida. In September 2012, Costa Crociere joined the Italian government in providing all primary and secondary schools in Genoa and its province with brand-new flags of Italy and Europe to be displayed outside their buildings.
“Environmental protection has always been one of Costa Cruises’ distinguishing features. When you’re on a cruise, nature never ceases to amaze, and so that our guests can enjoy all of this, we have always done our best to respect and safeguard the environment.” —Ernesto Gori Vice President HESS Quality and Assurance
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Brazilian children perform with MUS-E, which fights social disadvantages through multicultural and artistic experiences.
The Costa Experience With every sailing, Costa offers guests an atmosphere that is part enchanting wonder, part delicious discovery and part impeccable service — all wrapped in gorgeous Italian Style.
Both adults and children can indulge their heart’s desire on every Costa ship.
Every Voyage a Celebration Benvenuti!
Expert sommeliers enjoy sharing tasting notes with guests who have a taste for the finer things.
Whether it’s marking life’s major milestones or simply enjoying being with each other, any reason is the right reason to experience a Costa cruise. Guests know they’re in for something special the moment they step onboard — from the warm welcome of the crew to the amazing amenities and ultra-attentive service all along the way.
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Seeking New Journeys
On to Asia
Costa became the first international cruise company to enter the Chinese market when, in July 2010, it inaugurated a new terminal in Tianjin.
Costa continues to chart a course that moves the line forward: exploring new markets, building new ships, deepening the Italian Style experience of cruising.
“Our brands will play a leading role in the further development of a vibrant, healthy and safe cruise industry, and I look forward to remaining a proud contributor to this process.” —Michael Thamm CEO of Costa Group
Ship-naming events, top and center: Carnival Chairman Micky Arison and Costa Chairman Pier Luigi Foschi with Fincantieri Chairman Corrado Antonini and his wife, Gunilla Antonini; Micky and Madeleine Arison at the Costa Favolosa naming ceremony. Bottom: Costa Luminosa and Costa Pacifica in Genoa.
Michael Thamm, CEO of Costa Group
Top: Executives and Costa Chairman Pier Luigi Foschi toast Costa’s arrival in China. Middle: Welcoming Costa Romantica on her maiden call in Tianjin in June 2010 are, from left, Captain Sinisi, Chinese film star Kitty Zhang and Costa Cruises President Gianni Onorato. Bottom: Costa Allegra in Shanghai.
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For Those Who Want to Escape Completely It started with an irresistible opportunity. In 1962, Seattle businessman Stanley B. McDonald learned there were no hotel rooms left for visitors flocking to the Seattle World’s Fair. He secured a cruise ship and brought passengers to the fair from San Francisco and Victoria, B.C., using the ship as hotel space while passengers visited the fair. The tours were “a howling success,” he later recalled, and in 1965, McDonald founded what would become the third-largest cruise line in the world.
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Princess Cruises pioneered voyages to Canada, Alaska, the Panama Canal and the Mexican Riviera.
Sea Princess
As the Consummate Host, Princess Cruises offers the ideal venue for guests to escape completely from their daily routine and responsibilities, providing a relaxed, rejuvenating retreat from which to explore the world.
Princess Italia
A New Kind of Vacation Stanley B. McDonald’s success with the World’s Fair tours taught him that “people loved to cruise,” he said. “Before, cruise ships were merely transportation —now they were going to be something for a vacation.” In 1965, McDonald chartered Canadian Pacific Railway’s Princess Patricia, naming his new company Princess Cruises. At just 6,000 tons, the petite Princess Patricia opened a brand-new cruising market, the Mexican Riviera. The company next chartered Princess Italia, enabling the company to offer cruises to Mexico year-round. Building on this success, the cruise line then offered cruises to Canada and Alaska as well as Panama Canal itineraries. Princess Patricia
Taking notice of Princess’ success, British-based P&O Cruises wished to strengthen its presence in the Mexican Riviera. In 1974, the two cruise lines merged, giving Princess the capital it needed to add to its fleet and expand operations. In the decades that followed, the company would add many enhancements and industry-leading developments.
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The original Seawitch logo, used in the 1970s
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First on the Balcony Scene Waking up to breakfast on one’s own balcony, with a private view of paradise, used to be a luxury afforded only to guests staying in the most expensive suites. In the 1990s, Princess changed that by building ships specifically designed to include an extensive number of private verandas, igniting an industry trend to offer affordable balcony accommodations. “I’m quite proud Princess pioneered the concept of affordable and plentiful balconies,” said Alan Buckelew, chief executive officer of Princess Cruises. “Today, we have one of the highest percentages of balcony staterooms in the industry, across all categories.”
First in ‘Personal Choice’ Princess Cruises was the first to put guests in control of their cruise experience. And the brand has been letting guests make their own “Personal Choice” for nearly 20 years. Starting in the mid-nineties, Princess introduced more-flexible dining and entertainment options and times, including the first 24-hour dining program in the industry. It also was the first cruise line to offer guests more dining freedom with Anytime Dining, allowing them to eat in the main dining room when they wanted and with whom they chose. “A number of Princess concepts have been adopted by much of the cruise industry,” said Buckelew, naming “more balcony staterooms, giant poolside movie screens, behind-the-scenes tours, onboard wedding chapels, retreats for adults, and, significantly, Anytime Dining.”
Alan Buckelew CEO, Princess Cruises
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Joining the Carnival Family In 2000, the venerable British company P&O (the Peninsular & Oriental Steam Navigation Company) decided to de-merge its cruise division into a separate company, P&O Princess Cruises International. Three years later, the new entity merged with Carnival Corporation. This resulted in the formation of Carnival Corporation & plc, a dual-listed company registered in the United States and the United Kingdom. “It’s exciting to be part of one of the largest vacation companies in the world,” said Buckelew, “and that we can draw upon our sister brands’ expertise and experience.”
“Princess is a premium brand with wide appeal.” —Alan Buckelew
CEO, Princess Cruises
Smooth Sailing, Today and Beyond Starting with a single passenger ship, Princess Cruises has grown to become the third-largest cruise line in the world. With a fleet of 16 innovative ships, and two new ships on the way, the cruise line helps guests “escape completely” on incredible voyages to fascinating places around the globe. “Princess is a premium brand with wide appeal,” said Buckelew. “Our worldwide itineraries with a wide range of destinations attract the experienced travelers we carry.” Princess also prides itself as being the Consummate Host, offering warm, gracious service in an atmosphere of comfortable elegance to more than 1.3 million passengers each year. “Our goal is to offer a welcoming environment,” said Buckelew, “where our passengers feel at ease, knowing their needs are anticipated and met.” Years from now, Princess will still be known as a leader in worldwide cruising: “I’m confident Princess Cruises will play an integral role in the future of cruising and Carnival Corporation in the decades to come,” he said.
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Doubling the Fleet In 1988, Princess’ parent company, P&O, bought the Italian line Sitmar Cruises. P&O merged Sitmar’s existing fleet, as well as the three ships Sitmar had on order, with Princess. Doubling the number of ships in its fleet, Princess continued to expand operations and enjoy even more success, becoming the third-largest cruise line in the world.
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Pioneers in the Last Frontier The Love Boat ran on ABC-TV from 1977 to 1986 and is credited with sparking a boom in cruising.
In the mid-1980s, P&O bought Tour Alaska, which offered sightseeing tours by train through Alaska’s interior. Princess Tours, the name of the new company, immediately expanded operations, beginning with replacing the existing railcars with a fleet of four luxury glass-topped cars called Ultradomes. In 1988, Princess passengers enjoyed the first cruisetour aboard Midnight Sun Express Railcars. Around that time, the Denali Princess Wilderness Lodge opened for business; it was the first of five premium lodges poised near Alaska’s top attractions. At present, Princess Cruises welcomes more than 300,000 passengers to Alaska each year. Its lodges provide the perfect place to stay while exploring the wild, wonderful Last Frontier.
The Love Boat cast with Dawn Princess, from left: Bernie Kopell, Lauren Tewes, Gavin MacLeod (rear), Jill Whelan, Fred Grandy and Ted Lange.
Spreading the Love In the mid-1970s, Princess executives agreed to let TV producers Aaron Spelling and Doug Cramer use a Princess ship for a new series they were creating: The Love Boat. Originally set on Pacific Princess and later on Island Princess, Royal Princess and Sun Princess, the series was a worldwide hit that introduced millions of viewers to the concept of the contemporary cruise vacation. The cruise line — and the cruising industry itself — enjoyed an unprecedented public-relations bonanza. “It’s gratifying to have played a role in the show that fueled the early expansion of the cruise industry,” Buckelew said.
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First to Provide Sanctuary The consummate innovator, Princess Cruises was the first to offer an onboard retreat for adults — The Sanctuary — giving those seeking solitude a haven for escaping completely. A unique “pocket of tranquility” on Princess ships, The Sanctuary offers passengers the perfect place to take a break and indulge in a private getaway. The signature area is an exclusive retreat for adults, offering a relaxing alternative to the many outdoor activities and entertainment choices available elsewhere throughout the vessel. Solitude-seekers can escape completely to this plush, outdoor spainspired setting. “Since the line’s beginnings, Princess has frequently paved the way in the cruise industry, evolving to meet the needs of today’s vacationer,” said Buckelew. “I’m proud of our team for ‘inventing’ signature programs like The Sanctuary, which has become a signature feature across our fleet.”
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The Next Level of Service and Relaxation The Sanctuary offers a soothing experience for the body and mind, featuring soft spa music, private outdoor cabanas, alfresco massages and the ever-present gentle ocean breezes. Serenity Stewards are on hand to provide everything from a chilled face towel and water atomizers to a menu of healthy beverages and fare, even personal music devices preloaded with relaxation play lists.
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Princess Cruises was the first in the industry to offer a relaxing retreat for adults as an alternative to the myriad outdoor activities and entertainment.
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“I can’t tell you the amount of comments and letters we receive from passengers every day thanking individual employees for going above and beyond, for connecting personally with them and ensuring their vacation was special. These are incredibly proud moments for me as the CEO of Princess Cruises.” —Alan Buckelew CEO, Princess Cruises
Spotlight on:
Giuseppe Romano Commodore
Commodore Giuseppe Romano began his career in 1977 with Sitmar Cruises, an Italian line bought by P&O Cruises in 1988. Over the years, he moved up the ranks and now serves as Princess Cruises’ commodore: the most senior position within its fleet. How long have you led the Princess Cruises fleet? I was honored to be named commodore of the fleet in 2008. But I have been a captain with Princess for twenty-one years, and I’ve had the pleasure of being in command of most of the company’s ships, sailing all over the world. Just as it was when I was a young boy watching the ships go by in Sorrento, I’m now living my dream of ‘driving’ my own boat.
What do you find most challenging about your position? The biggest challenge of being a captain/ commodore is dividing my time between the bridge and my other duties. I’m a mixture of mariner, manager, mentor and master of ceremonies, and it’s a delicate balance. What motivates you? That’s simple — my love of the sea.
What kind of experience do you try to give your guests? As an Italian, I’m very rooted in family and believe it provides the foundation for the deepest and most important relationships. My sense of family extends to my crew and our passengers. My friendliness toward them has a trickle-down effect. A friendly captain tends to have a friendlier staff and crew, which positively affects the passenger experience.
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“I believe that when a company is generous in its charitable donations, it encourages employees to give of their time and resources.” —Alan Buckelew CEO, Princess Cruises
Jan Swartz, Princess Cruises executive vice president of sales, marketing & customer service, with children at Carousel Ranch
5k American Heart Association Walk
CEO Alan Buckelew presents a check to the Japanese Consulate General for Japan disaster relief.
Single Mothers Outreach
While Princess Cruises offers millions of guests the chance to “escape completely,” it also provides support and aid to those who need it the most. Since 2009, the Princess Cruises Community Foundation has given more than $1 million to more than 50 organizations in 26 countries.
Beyond the Sea
Princess Cruises Community Foundation Some of the more well-known organizations the Foundation supports include the American Red Cross and Susan G. Komen for the Cure.
Susan G. Komen On Deck for the Cure®
Princess Cruises’ employees can also participate in the Foundation’s corporate giving program. Many organizations and groups of all sizes have benefited, including AIDS Walk (Los Angeles and Seattle), Big Brothers Big Sisters of Ma-Sul (Alaska), Guide Dogs for the Blind, and Single Mothers Outreach. In addition, employees take part in the annual 5k American Heart Association Walk in Seattle, benefiting the American Heart Association. The Foundation supports Habitat for Humanity, International Bird Rescue, the Alaska Raptor Center, the Sea Research Foundation, the Christchurch Earthquake Appeal Fund, Seafarer’s House-Florida, the Child and Family Center, Boys and Girls Clubs and Covenant House-Florida, among others. Buckelew tells a personal story of giving back: “Santa Clarita-based Carousel Ranch offers therapeutic horseback riding for children with disabilities. I witnessed firsthand the miracle of the work they’re doing and was inspired to sponsor one of the ranch’s horses.”
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A pelican helped by International Bird Rescue
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Glamorous Godmothers
Audrey Hepburn names Star Princess II.
For as long as people have been building ships, some type of blessing or formal ceremony accompanied a new ship’s launch. These events were usually led by men of high standing: royalty, civic leaders or the clergy. Over the centuries, this role switched to women, to the godmothers we know today. Many famous, iconic women have honored Princess by christening its ships. These include Hollywood royalty such as Audrey Hepburn, Sophia Loren and Olivia de Havilland. Even an iconic royal — Diana, Princess of Wales — christened the appropriately named Royal Princess.
Sophia Loren
Peter G. Ratcliffe, former CEO of P&O Princess Cruises International, at the christening of Crown Princess with Martha Stewart, the ship’s godmother; and Captain Andrew Proctor.
Hollywood royalty have helped to launch many a Princess ship. Sophia Loren welcomes Crown Princess III.
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Everyone’s favorite TV moms and daughters celebrate with a beloved TV captain. From left: Susan Olsen and Florence Henderson from The Brady Bunch; Erin Moran and Marion Ross from Happy Days; and Gavin MacLeod from The Love Boat.
Below, legendary actress Olivia de Havilland, godmother of Grand Princess
Olivia de Havilland
A royal event: Who but Diana, Princess of Wales, to christen the original Royal Princess? Lord Sterling and Diana, Princess of Wales, at Royal Princess’ naming
Trista and Ryan Sutter are joined by Carnival Chairman Micky Arison at Ruby Princess’ naming. An Ocean of Innovation
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The World’s First Cruise Line The Peninsular and Oriental Steam Company — better known as P&O — first began advertising “sea tours” to the Mediterranean in 1844. That year, P&O gave author William Makepeace Thackeray a free cruise to Egypt. His account of the voyage boosted P&O’s presence in the industry, beginning the cruise-vacation phenomenon.
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P&O Cruises began in the days of mast-rigged sailing ships, helped to define the classic years of ocean travel, and today is at the forefront of cruising’s new golden age.
A rare vintage postcard depicting Victoria, one of the four Jubilee ships of 1887-88. The message on the postcard, sent July 26, 1902, reads, ‘The above is a drawing of the Victoria in which I am travelling. We are due at Port Said this afternoon. Very hot. Sea rough. Love to all from Uncle Alexander.’
The First 175 Years In 1835, businessmen Arthur Anderson and Brodie McGhie Wilcox began a regular steamer service between London, Spain and Portugal using the appropriately named Peninsular Steam Navigation Company. By 1837, they were awarded the contract from Queen Victoria’s government to carry mail to the Iberian Peninsula (Spain and Portugal). Three years later, the company’s contract with Royal Mail extended to the East, and its name changed to the Peninsular and Oriental Steam Navigation Company, or P&O. William Fawcett (1835-40) was the first ship chartered (and later bought) by The Peninsular Steam Navigation Company. She carried passengers, cargo and mail to Vigo, Lisbon and Cadiz. At 209 gross tons, she was tiny in comparison to today’s cruise liners, smaller even than the car ferries that ply the waters between Southampton and the Isle of Wight. Oil by S.D. Skillet, 1836.
In the next half of the century, the company received more contracts, added more destinations and expanded its fleet considerably. And because it carried millions of passengers between Britain and its dominions and colonies, it became known as “the glue which held the British Empire together.”
From mail carrier to creator of first-class ocean journeys
P&O also employed the latest shipbuilding techniques of the day. SS Ravenna (1880), for example, was the first ship with a total steel superstructure, and SS Valetta (1884) was the first to feature electric lights. In 1904, P&O fitted a ship to be used exclusively for cruise vacations. Vectis offered a first-class-only voyage for 150 passengers, offering them a choice of itineraries to Norway, the Baltic, the Holy Land, the Canary Islands and the Adriatic.
World-famous contralto Clara Butt boards SS Mongolia in Tilbury, England, 1907.
Passengers enjoy the swimming pool on Carthage, c. 1932.
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From left: Strathnaver (1931-62) undergoing a refit in dry dock; an early atrium on Narkunda (1920-42); a typical mezzanine level, spanning two decks. Through the 1914 merger with British India Steam Navigation Company and the 1918 takeover of the Orient Steam Navigation Company, P&O further expanded its fleet. This expansion included the addition of passenger-only ships, such as Viceroy of India. Launched in 1929, she was the first turboelectric ship and the first to feature an indoor swimming pool. The 1930s saw the beginning of tourist-class cruises, which later expanded to itineraries in the Pacific and to and from Australia. Over the years, P&O evolved to meet the changing needs of the industry. The company continued to build bigger, faster ships to stay ahead of the competition, especially the growing commercialairline industry. In 1974, P&O bought Princess Cruises, although both companies continued to operate under their brand names. By 2000, P&O de-merged its cruise-ship division to form a new company, P&O Princess Cruises.
Left center: By August 1842, the new Outer Dock in Southampton (then called the Tidal Dock) was close to completion. The first two vessels to berth were Tagus and Great Liverpool, both P&O ships. This dock, now called Ocean Village marina, still has ‘The P&O Steps’ at its northwestern corner. Left bottom: Canberra is welcomed home from her service in the Falklands by thousands of well-wishers and small craft at Southampton.
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Postcard showing a liner transiting the Suez Canal
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The Merger with Carnival Beginning in early 2000, Carnival Corporation approached P&O Princess Cruises with an eye to buy. Howard Frank, vice chairman and chief operating officer of Carnival Corporation & plc, said he and Chairman Micky Arison “met with Lord Jeffrey Sterling every time we were in London.” Almost two years later, Frank still expressed his interest: “I called Peter Ratcliffe, who was running P&O Princess at the time, and said that we should think about merging our two businesses together.” A few months later, Frank learned that P&O Princess had just completed an agreement to merge with Royal Caribbean Cruises Ltd. Not to be outdone, Frank and Arison launched a more attractive counteroffer. “Micky and I are not shy. In fact, we can be pretty aggressive guys,” said Frank. But the deal took time. Frank, Arison and then-Chief Financial Officer Gerry Cahill spent the next 18 months talking to P&O Princess shareholders. After convincing shareholders that Carnival’s offer was a much better deal, Carnival convinced European and U.S. antitrust boards that the merger would not create a monopoly or a duopoly.
Sir Sean Connery with actress Jill St. John on Canberra, filming Diamonds Are Forever, 1971
The companies merged in April 2003, creating the dual-listed Carnival Corporation & plc — the world’s first global cruise operator as well as one of the largest travel companies in the world. P&O Cruises became part of Carnival plc. Under the Carnival plc umbrella were P&O Cruises, P&O Australia, Cunard (previously under Carnival Corporation’s leadership) and the cruise leader in Germany, AIDA Cruises. Princess Cruises, which was the American arm of the former P&O Princess Cruises, became part of Carnival Corporation.
Dame Shirley Basset christens Adonia, May 2011. P&O advertisement
The companies merged in April 2003, creating the dual-listed Carnival Corporation & plc — the world’s first global cruise operator as well as one of the largest travel companies in the world.
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“It is a great honor to be part of the world’s largest and most successful cruise company and indeed the world’s leader in the travel and leisure sector,” said David Dingle, CEO of Carnival UK. “The standing and reputation of its legendary brands, commitment to excellence and outstanding financial record are sources of enormous pride and satisfaction.”
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The Next 175 Years and Beyond P&O Cruises is still going strong, celebrating a remarkable history of carrying passengers around the world. “I am extremely proud we can trace our roots back that far,” said Carol Marlow, managing director of P&O Cruises. “Our expertise has continued to be passed down through the years, making us the trusted cruise experts of today.” And the cruise line looks forward to an equally successful future. The UK cruise market is the second-largest in the world, carrying 1.7 million passengers each year and experiencing a steady growth rate. “Our growth prospects remain strong,” said Dingle, “because of the quality and value we deliver to the overall cruise experience.” Oceania in St. Lucia
Added Marlow: “And we’ll continue to review what British cruisers want, evolving so we anticipate our passengers’ needs.”
Long before sunrise, I … came on deck, at two o’clock in the morning, to see a noble full moon sinking westward, and millions of the most brilliant stars shining overhead. The night was so serenely pure, that you saw them in magnificent airy perspective; the blue sky around and over them, and other more distant orbs sparkling above, till they glittered away faintly into the immeasurable distance. The ship went rolling over a heavy, sweltering, calm sea. — William Makepeace Thackeray Notes on a Journey from Cornhill to Grand Cairo
“If Thackeray could travel with us now,” she said, “he’d have a ball.”
Oriana in Dubrovnik
Aurora in Sydney
David Dingle, CEO of Carnival UK
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“Our employees who work on the front line are the most important asset we have and really do represent the face of P&O Cruises. As I travel on our ships, I see so many examples of where they go out of their way to help passengers.” — Carol Marlow Managing Director, P&O Cruises
Spotlight on:
Keith Dowds Captain
Keith Dowds has been with P&O Cruises since 1990. He began his career with the company as third officer onboard Canberra. Dowds now serves as captain onboard Azura, the newest ship in the cruise line’s fleet. What was your first day on the job like? I’ll never forget the thrill of walking onboard that iconic ship as she lay alongside, adjacent to the Sydney Opera House. What’s the highlight of your day? I can’t think of anything better than seeing the delight on passengers’ faces when they arrive into a new port or return onboard having had a wonderful day, full of new experiences. What’s the best part about working for the cruise industry? Knowing that you are part of an industry that gives great pleasure to many hundreds of thousands of people is very satisfying.
Captain Dowds dances with Darcey Bussell, godmother of Azura.
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“We are keen to support worthwhile charities, both locally and nationally. Our recent Green World Tours initiative is an innovative program of charitable and responsible tourismbased shore excursions, designed to give something back to the towns and communities featured on our itineraries.” — Carol Marlow Managing Director, P&O Cruises
Beyond the Sea
Reaching the Community
P&O Cruises employees raise smiles and change lives.
As part of its corporate policy, P&O Cruises supports charities that are local to its operations or those connected to its business. Its charitable efforts are focused on helping children and the needy, especially those with medical hardships. Naomi House Children’s Hospice
Comic Relief
P&O Cruises helped the hospice fund Jack’s Place, a specialized environment for young adults. For a small donation, employees participated in dress-down days, and the corporate office sold surplus furniture to staff for a nominal donation.
For Comic Relief‘s 2009 Red Nose Day, the Carnival UK’s reservations call center opened after hours to handle more than £100,000 in public donations. Through a variety of activities such as raffles, auctions, cake sales and even a sponsored head shave, employees raised more than £3,500.
Operation Smile
Top: Red Nose Day for Comic Relief; Carnival UK employees raised raised more than £3,500 in 2009. Above: Children in Need; Operation Smile.
The passengers and crew of Artemis showed their support for Operation Smile, a global children’s charity that provides free surgeries to repair cleft lips, cleft palates and other facial deformities.
SCRATCH Surplus bed linen and other linen from ships were donated to SCRATCH (Southampton City and Region Action to Combat Hardship), a program that aims to relieve the effects of poverty.
Annual Christmas Appeal Each year Social Services in Southampton organizes a drive for Christmas presents, and so far Carnival UK staff has given more than 1,200 gifts for children in care.
Cancer Research UK In 2009, Oriana ran a series of events on a summer sailing to raise money for Cancer Research UK.
Carol Marlow, managing director of P&O Cruises An Ocean of Innovation
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The Magic Wand Foundation
Navigating with the Stars
Diagnosed with cancer, P&O Cruises employee Helen Bull decided to devote her energies to helping others with similar conditions. In particular, she created the Magic Wand Foundation, a special fund within the Willow Foundation that grants wishes to 16- to 40-year-olds with cancer.
Academy Award®-winning actress Dame Helen Mirren, godmother of Ventura
“Since my diagnosis, I have been so lucky that I have fitted so much in — holidays, days out — so many special memories, happy times for me and the chance to share quality time with the people that mean so much to me. As my cancer has progressed, there has been so much sadness, the realization that we can send a man to the moon but we can’t always fix cancer.
A Dream Foretold
“Through the sadness, I have searched for something positive to come out of the situation. I want to help other people, and I want others to be able to have good times through the hard times. I have come to accept that I cannot control my cancer, but I can control what I do with the time that I have and I am determined to make a difference.” — Helen Bull
P&O Cruises employee and founder of the Magic Wand Foundation
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In 1835, Arthur Anderson, cofounder of the Peninsular Steam Navigation Company, established the Shetland Journal. To fill an empty space in the first edition, he ran an ad for a fictitious pleasure cruise to the islands off Scotland and Iceland. For the time, the idea of such a journey was radical, but it indicated that Anderson had more in mind than delivering the mail.
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The P&O Cruises fleet arrives in Southampton.
A Grand Event On July 3, 2012, P&O Cruises celebrated 175 years of heritage in inspiring style. For the first time, all seven ships of the P&O Cruises fleet assembled at their home port, Southampton, England, where they were welcomed by godmother Darcey Bussell and officially reviewed by Her Royal Highness The Princess Royal. The seven ships — Adonia, Arcadia, Aurora, Azura, Oceana, Oriana and Ventura — arrived at Southampton at dawn. Later, The Princess Royal was greeted by the seven ships’ captains in a special ceremony. Some 30,000 guests lined the shores for a day of celebration. After taking the royal salute, the seven ships went their separate ways on seven anniversary cruises around the world, including the Mediterranean, the Baltic, Scandinavia and the Canary Islands. The ships got a grand send-off of “flutterfetti” and fireworks.
Top: Her Royal Highness The Princess Royal meets with Micky Arison and Sir John Parker, chairman of Anglo American plc and vice chairman of DP World Ltd. Above: Azura godmother Darcey Bussell. An Ocean of Innovation
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With 2,600 bottles of champagne and 1,750 whole lobsters loaded onboard, passengers enjoyed deck parties as the ships sailed away. P&O Cruises Managing Director Carol Marlow said: “Our Grand Event celebrations were a truly impressive spectacle, and we were honored to be joined by Her Royal Highness The Princess Royal, godmother to two of our ships, to carry out our Royal Review. During our one hundred and seventy-five years of heritage, the ships and crew have been at the cutting edge of maritime and cruising innovation, served with distinction as troop carriers in several wars, and, most important, offered our passengers a superb cruising experience year in and year out.”
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Her Royal Highness The Princess Royal at the Grand Event
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How to Holiday Down Under P&O Cruises Australia traces its roots to the brand originally known as the Peninsular and Oriental Steam Navigation Company. In 1852, P&O’s Chusan, the first steamship to operate a regular mail service between England and Australia, arrived in Sydney amid much local fanfare. Her arrival also began P&O’s pivotal role in Australia’s development as a nation.
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P&O Cruises Australia serves its guests with the unique knowledge gleaned from decades in the market. The brand has been a key part of the upswing in the Australian cruise industry.
First from the Start By the turn of the century, P&O offered sailings each week in both directions between England and Australia, but it wasn’t until 1932 that P&O became the first to sail an all-passenger cruise from Australia. The mail steamer Strathaird departed from Sydney on December 23, carrying 1,100 passengers on a 5-day itinerary to Brisbane and Norfolk Island, the home of some of the descendants of the Bounty mutiny. Two years later, Master Mariner Frederick Butler began a seven-month voyage from London to identify future cruising opportunities in the Pacific Islands. Butler scoured the region, checking channel markings, noting coral reefs and lagoons, and gaining local knowledge from island communities and expats. Many of the ports Butler deemed sound enough for cruising remain some of P&O Cruises Australia’s most popular destinations. For P&O, cruising from Australia flourished, but World War II brought an abrupt halt to operations. In 1939, the British government requisitioned all passenger and cargo ships to help transport troops and supplies around the world. By the end of 1952, however, the company was back in business, offering regular sailings from Sydney.
“I’m immensely proud of the P&O Cruises team and the support they’ve provided as we have rebuilt the P&O Cruises business over the past five years or so. Together we have transformed the business and built a product that is second to none.” — Ann Sherry AO CEO, Carnival Australia
Clockwise from top left: Pacific Jewel passes the Sydney Opera House; Carnival Australia’s corporate offices; Carnival Australia CEO Ann Sherry AO. An Ocean of Innovation
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Since then, the company has carried more than three million passengers. In 2000, the P&O Group reorganized, de-merging its cruise-ship business and forming an independent company, P&O Princess Cruises. Three years later, the new company merged with Carnival Corporation, and P&O Cruises Australia was part of it from the start.
The Backbone of an Industry And what a journey it has been. P&O Cruises Australia introduced its nation’s first superliner, Pacific Dawn, in 2007, followed by Pacific Jewel and Pacific Pearl in 2009 and 2010, respectively. “Our ships take passengers to idyllic destinations in the South Pacific that are difficult to visit other than by cruise ship in a region where there is still a great sense of discovery,” said Ann Sherry AO, chief executive officer of Carnival Australia. “The quality of onboard accommodation, dining and entertainment is as good as in any cruising market in the world, but, importantly for our market, all with a distinctive local touch.”
Above and below: Vintage brochures from P&O and Orient Line.
P&O Cruises Australia now stands proud as an integral part of the world’s largest cruise company. “Being part of a global organization has been vital in our growth and Australia/New Zealand’s development as the world’s fastest-growing cruise market, with seven consecutive years of double-digit growth,” Sherry said. “As a brand,” she said, “P&O is synonymous with Australia’s development as a nation, including the massive movement of people in the postwar immigration program. It’s also a brand that is as modern as today, with onboard features in terms of accommodation, dining and entertainment that make Australians feel very much at home. “We like to think our passengers see P&O Cruises as ‘their’ brand, and they certainly confirm this in their enthusiastic social-media contributions on our P&O Cruises’ Facebook site,” she said.
Left, from top: Pacific Jewel passing under the Sydney Harbour Bridge; cruising Aussie-style; celebrating the brand’s three-millionth passenger, with Pacific Pearl in the background.
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Sharing the Benefits P&O Cruises Australia brings guests to some of the world’s most remote, exotic destinations. As the number of cruise-ship visits continue to grow, the company is committed to ensuring that island communities also enjoy the economic benefits. That’s why the company believes that sustainable tourism is essential and that working with the Pacific Islands to improve infrastructure to support cruise operations and local business opportunities is vital. Important examples are Remote Destination Management Plans developed for key destinations. One was developed with the Aneityum community in the southernmost chain of islands of Vanuatu. Close to Mystery Island, a popular P&O destination, Aneityum is one of the most isolated communities in the South Pacific. Locals travel to Mystery Island three times a month to sell their wares and to share their knowledge of their culture and heritage. Working with international aid agencies, P&O Cruises Australia helped the people of Aneityum identify ways to reap the economic benefits of cruise-ship visits. P&O Cruises Australia assisted with tourism training, improved signage and passenger amenities. The cruise line purchased a tender boat, Island Breeze, to ferry passengers from Mystery Island to Aneityum, where guests can take shore tours completely run by the community.
“Cruise ships are our primary income and are very important. They bring life and people into the town center. I hope the growth of the industry continues as it not only directly benefits those employed but also benefits others through the development of additional infrastructure and facilities relevant to the whole community.” —Julien Wagiman Coach Driver Nouméa, New Caledonia
Right: Baskets woven by Aneityum islanders, in background. Far right, from top: Passengers watch basket weavers at work; a shore tour of Aneityum,Vanuatu; leaving a launch to nearby Mystery Island.
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Celebrity chef Luke Mangan is featured by P&O Cruises Australia.
Pleasing the Passenger Savoring the Journey
Dining enhancements have been big hits with the P&O Cruises Australia passenger, said Sherry. Internationally renowned chef/restaurateur Luke Mangan has starred as celebrity chef at the fleet’s onboard Salt Grill Restaurants, and New Zealand Natural Ice Cream parlors have been added to the ships.
A traditional Sydney streamer farewell reenacted at a 2012 reunion of 10-Pound Poms on Oriana
The 10-Pound Poms Historic Change
P&O helped to spark the migration of more than one million people from Great Britain to Australia. These new Aussies became known as “10-Pound Poms,” after the price of a ticket to Sydney. In the 1950s, as mail contracts began shifting from shipping companies to airlines, P&O began offering more passenger sailings to Australia. At the time, the Australian government was encouraging UK emigration with the enticement of a one-way ticket for only 10 pounds — much less than a round-trip tourist ticket. The catch was that the newcomers had to stay for at least two years.
“The quality of onboard accommodation, dining and entertainment is as good as in any cruising market in the world, but, importantly for our market, all with a distinctive local touch,” Sherry said.
While some returned to Great Britain, most stayed and made Australia their new home. By the mid-1970s, more than one million Brits had moved to Australia, many of them arriving onboard P&O ships. An Ocean of Innovation
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“There is an intense focus on continually improving the product and providing features that resonate with our passengers. It’s an ever-changing canvas, in addition to the superb onboard care and service from our crews, who regularly attract near-perfect customersatisfaction ratings in feedback from passengers.” — Ann Sherry AO CEO, Carnival Australia
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“Our frontline employees are the heroes of P&O Cruises Australia right across the fleet. They provide excellent care and service on a daily basis. They make us proud every day.” — Ann Sherry AO CEO, Carnival Australia
Spotlight on:
Andrew Spencer Hotel Director
Andrew Spencer has enjoyed a 30-year career at sea. Joining Carnival Australia in 2006, he currently serves as the hotel director on Pacific Pearl.
Describe some of the highlights of your career. I have been very fortunate to travel the world, including fifteen world cruises. I had the honor of being part of the start-up team for Queen Mary 2. I’ve also had the opportunity to serve many famous people: celebrities, film stars, musicians, presidents and members of the Royal Family, including Her Majesty the Queen, the Duke of Edinburgh and Princess Diana. What sets Australian and New Zealander guests apart from the rest? The passengers in Australia and New Zealand really make it a special experience. They are alive, vibrant and very receptive to the simple pleasures in life.
Why did you choose to work for P&O Cruises Australia? I could see the cruise line going places in this market, and I wanted to be part of its growth. Plus, it was great to feel respected as ships’ personnel and to know our views and experience counted. The management team listened to our opinions. We felt we had a say.
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Andrew Spencer, hotel director on Pacific Pearl, has sailed the South Pacific with P&O Cruises Australia.
P&O Cruises Australia gives financial support and in-kind contributions to two organizations: Save the Children Australia and Lifeline Australia.
Beyond the Sea
Making a Lasting Difference
Above: Carnival Australia Pacific Islands Children’s Christmas Appeal. Top: A health worker from Save the Children Australia helps a sick child in a remote community in Vanuatu. Right: Surplus goods from Pacific Dawn are donated to Lifeline Australia.
Save the Children Australia
Lifeline Australia
Support for Save the Children Australia’s activities in the South Pacific reflects the passion P&O Cruises Australia and its passengers have for the beautiful island destinations and communities they visit. Save the Children Australia delivers programs in 120 countries around the world, including Vanuatu, Fiji and Papua New Guinea. Its vision is a world in which every child attains the right to survival, protection, development and participation.
Since 1963, Lifeline Australia has offered around-the-clock access to crisis support, suicide prevention and mental-health support services. P&O Cruises Australia provides Lifeline with surplus items from ships and offices, including blankets, appliances and computers, which are then sold in Lifeline’s retail outlets.
“We are part of a community, in fact, a number of communities, and we believe it is important to give something back.” — Ann Sherry AO CEO, Carnival Australia
P&O Cruises Australia’s new partnership with Save the Children Australia aims to help these communities improve health services and education and to inspire passengers to support these projects. This is a new community partnership following P&O Cruises Australia’s previous support for Make-A-Wish Australia, which grants wishes to children with lifethreatening health conditions, and The Cathy Freeman Foundation, which works to improve education opportunities for indigenous children.
To Comfort Others. Carnival Australia CEO Ann Sherry AO participated in the CEO Sleepout, where CEOs from a diverse range of companies slept rough on a winter’s night. “It was to raise funds for St. Vincent de Paul,” she said. The funds went to assist the homeless in the community, particularly women and children in crisis situations.
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A P&O Scrapbook
For 80 years, P&O has been integral to the development of Australian cruising. Below, some classic memories of P&O Cruises Australia’s rich oceangoing heritage.
Orient Line Ships
Chusan
Orama —1924-1940
Oriana
A child’s view on deck
Orion 1935-1963
Himalaya
Moments onboard Strathaird
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Orient to Paradise
Arcadia
Orient Line’s Oronsay Oronsay
Enjoying the Oronsay swimming pool
A vintage P&O collateral piece
P&O’s sister company, Orient Line, helped to establish the port of Nouméa as a top tourist destination. Orient sailed its first cruise from Sydney to Nouméa in 1932, on Oronsay. With its charming French-inspired culture, Nouméa soon became one of the most popular ports of call in the Pacific Islands. An Orient liner departs from Sydney. An Ocean of Innovation
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From top: Enticing cruise views from P&O’s early days.
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Leading the Way Synonymous with Australia’s development as a nation, the P&O brand again is in the forefront — this time with the resurgence of cruising in Australia. “Cruising has been a feature of the Australian travel scene for many years but never on the scale of recent years,” Sherry said. “We have made cruising fashionable again.”
The Dawn of a New Era Pacific Dawn, left, represented a new era in Australian cruising when she joined the P&O Cruises Australia fleet in 2007 as Australia’s first superliner.
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“In the coming years, Australians will still be in love with cruising.” — Ann Sherry AO CEO, Carnival Australia
Only a Million?
A few years ago, Sherry set what was thought a far-fetched goal of carrying one million passengers a year by 2020. Now the target seems conservative. “In the coming years, Australians will still be in love with cruising,” she said. “Being close to the sea is in their DNA.”
Top and left: Pacific Pearl arrives in Sydney for the first time.
Left: Crew members assemble in special Service Excellence uniforms, which indicate their devotion to guests in the Proud Program.
Above: Carnival Australia CEO Ann Sherry AO with Captain Sarah Breton and senior officers.
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Cruising for the German Traveler After German reunification in 1991, the East German state-owned shipping company, Deutsche Seereederei, was privatized, and its single ship, Arkona, was chartered to a West German cruise operator. In 1996, the company’s first brand-new ship entered service. Christened AIDA, she introduced the world to a totally new concept: club cruising.
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Far left: AIDA, the brand’s first ship, depicted in an illustration by Jochen Sachse. Inset: The original ship, which was later renamed AIDAcara.
In 1996, the German cruise market got an innovative new contender: AIDA, home of the revolutionary club-cruising concept. The ship wooed young travelers who weren’t interested in traditional cruising — and who soon discovered that AIDA offered an experience that was anything but traditional.
At the christening ceremony of AIDAvita in 2002 are: Michael Thamm, then-senior vice president of operations at Seetours; Lord Jeffrey Sterling, executive chairman of P&O Cruises; Doris Schroeder-Koepf, wife of former German Chancellor Gerhard Schroeder; and Horst Rahe, then-chairman of Seetours.
Wilkommen to the Club Club cruising was a revolutionary concept for the German market — and proved to be widely popular.
The club-cruising experience was a radical departure from a traditional German cruise vacation. Similar to a Club Med resort, AIDA’s facilities catered to a younger crowd and featured an ultracasual atmosphere, all-buffet dining (save a single à la carte restaurant) and no dress codes. There also was a strong emphasis on wellness and fitness-related activities. “The aim,” explained Michael Ungerer, president of AIDA Cruises, “was to create a modern cruise product for a new potential group of holiday-makers to whom the idea of a cruise had not appealed so far. The concept of the traditional cruise had to be thoroughly refurbished and freed from old conventions. At the same time, elements from successful holiday concepts on land — like club holidays — had to be creatively refined for application at sea.” An Ocean of Innovation
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AIDAcara and AIDAvita sail together.
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A New Breed of Ships Club cruising became widely popular in the German cruising market. “With the AIDA concept, we created a totally new product,” Ungerer said. “Back in 1996, that was a kind of revolution in a market that offered solely traditional cruises. Only a few people in the industry believed in our success. With our concept we discovered new, much younger target groups — not only for AIDA. “Today,” he continued, “the whole industry has changed. In the German market, we have been able to establish cruises with AIDA as a modern lifestyle product and offer many kinds of vacations in one. High-quality service and excellent standards are combined with high value for the price.” In 2000, P&O Princess Cruises bought AIDA’s and Arkona’s parent company, now renamed Seetours. Quickly recognizing the huge success of the club-ship model, P&O Princess ordered two new ships for the new brand. AIDA was renamed AIDAcara, and AIDAvita entered service in 2002, followed by AIDAaura in 2003.
Club Cruising and Carnival: A Successful Combination P&O Princess merged with Carnival in 2003, and Seetours was soon renamed AIDA Cruises. The company became part of the largest cruise operator in the world. Costa Cruises, which is responsible for Carnival’s European continental brands, assumed executive control of AIDA Cruises. Carnival was so confident of the AIDA brand that by 2006, four new ships were either on order or awaiting delivery. “To be part of the Carnival Corporation means, for me, being part of a big family,” said Michael Thamm, who was president of AIDA Cruises from 2004 to 2012 and is now chief executive officer of Costa Crociere. “We are very proud to be part of this international family where values — mutual respect, confidence, reliability and the strong belief in common success — count. Thanks to the confidence of Carnival, we were able to realize an outstanding newbuilding program of seven ships in a row.” Today, its fleet boasts nine handsome ships — with three more on the way — completely dedicated to the needs of the Germanspeaking market. Guests enjoy a relaxed, club-cruise experience on sailings to the most beautiful destinations in the world, including Southeast Asia, the Mediterranean, Northern Europe, the Caribbean, the Arabian Gulf and the Canary Islands. Club cruising is relaxed and warm, with an emphasis on health and wellness.
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Often imitated yet never copied, AIDA Cruises is the No. 1 cruise line in Germany and is the industry leader of the German-speaking market — and it intends to stay that way.
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Michael Ungerer, president of AIDA Cruises
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Artistry at Sea In 2007, AIDA introduced a completely new concept: the Theatrium. Three decks high, the Theatrium enables guests on decks 9-11 to watch the ongoing shows as they wish — and only if they wish. The Theatrium is in use throughout the day, so guests can either sit down for just a couple of minutes or stay and watch an entire show. “With a number of bars, restaurants and other public areas adjacent to the Theatrium, the bottom line is that the available space onboard the ship is being used more effectively,” Thamm said. “Even the rehearsals are open to everyone. They can see what the actors are doing — even when they fail. “The whole concept of the Theatrium focuses on audience participation and involvement.”
Introduced in 2007 on AIDAdiva, the innovative Theatrium creates a whole new perspective of shipboard entertainment. Guests can see an entire show or just a few minutes — and can even watch the cast rehearse.
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Lovely and Amazing. AIDAdiva made her dazzling debut in March 2007. As AIDA Cruises’ flagship, she was much larger than the other ships in the fleet and featured the most balcony staterooms. The jewel in her crown is the Theatrium, a circular, glasswalled, glass-domed theater/nightclub poised in the middle of the ship.
Those Lips . . . Those Eyes
The red lips and bright eyes on the hull of every AIDA ship are the work of German artist Feliks Büttner, who was inspired by the Egyptian Princess Aida, the title character of Verdi’s famed opera. In bright shades of blue, yellow and red, Büttner combined the artistic strictures of ancient Egypt with the lighthearted spirit of modern expression. “The smile of the AIDA ships is a remarkable feature for our guests and gives the ships a personable appearance,” Ungerer said. “It says, ‘Welcome onboard’ in a very friendly way because AIDA is the home of smiles. Our guests love the look of our ships. They recognize AIDA by its smile and the friendly, bright eyes.”
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“The key in succeeding to fill our ships is our unique product, which is tailored especially for the German-speaking market. For us, it has always been important to stay very close in touch with our guests and their needs. We do not sit back and relax, but constantly work on new concepts.” —Michael Ungerer President, AIDA Cruises
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Spotlight on:
Menchie T. Acuna
Executive Housekeeper, AIDAaura
Menchie T. Acuna stands for AIDA’s motto like no other, because she has a smile not only on her face but also in her heart. Menchie T. Acuna has been an employee of AIDA since its first hours. She joined AIDA in 1996 and has seen the company grow to become Germany’s No. 1 cruise line. Acuna very much likes working with AIDA’s guests and the crew onboard. And that is what guests can sense. She has an unlimited motivation to get the best from every day. As an officer in a very important position onboard, she is a role model for staff and motivates her team with a combination of positive thinking, the ability to get things done and straight dealing. In addition, her dependability in serving guests in all matters is very important. Acuna has it all and is able to offer a smile even when it gets hectic.
“Transparency, fairness and respect in our dealings with each other — irrespective of nationality or the position in our company — are, for me, an important part of a forward-looking corporate structure. The experience, knowledge and motivation of our staff members constitute a significant competitive advantage for us, as each individual among our employees decides on the success of AIDA through his or her day-to-day work.” — Michael Ungerer President, AIDA Cruises
Menchie T. Acuna has a smile on her face and in her heart. Smiles are essential equipment for AIDA crew members.
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“In our opinion, entrepreneurial spirit and a social conscience go hand in hand. We are therefore committed to helping our community — through donation campaigns, cultural promotion and sports sponsorship.” — Michael Ungerer, President, AIDA Cruises
Beyond the Sea
Strengthening Communities Although AIDA Cruises promotes an atmosphere that is relaxed, casual and fun-loving, it is extremely serious about its commitment to helping others. Providing Emergency Relief in East Africa Every year, AIDA Cruises holds a New Year’s Eve raffle, raising funds for organizations that help crises in regions worldwide. In 2011, the company raised more than €64,000 in donations and then matched funds so that the amount totaled €100,000. The money was given to SOSKinderdorf e.V in East Africa, where it helped provide emergency shelter, food and medicine to 1,000 needy families. “Personally, as a father, the support of disadvantaged children is a cause very close to my heart,” Ungerer said. “With this support, we try to put a small smile back on the faces of the children in this world.”
Raising the Bar in Sports Sponsorship Top: Young members of the AIDA Sport Crew’s soccer program. Above: Marie-Louise Dräger, two-time world and European champion in lightweight rowing. She has been part of the AIDA Sport Crew since 2010.
The AIDA Sport Crew is a group of champion athletes from a variety of sports disciplines, including rowing, cycling, football, golf, hockey and marathon running. The cruise line sponsors these talented young men and women on their quest to be the best in the world, and AIDA Sport Crew members often sail on AIDA ships, offering personal-training sessions for guests.
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Enlivening Young People’s Enthusiasm for Music As AIDA’s headquarters is in Rostock, the company has a special connection to the Mecklenburg-West Pomerania region. For more than 10 years, the cruise line has been the main sponsor of the Mecklenburg-West Pomerania Festival, one of the largest summer music festivals in Germany. Furthermore, through the “Concerts for Teens” project, AIDA pays for 8,000 Rostock pupils to attend this event as part of the Rostock School Music Week. “This sponsorship comes in line with AIDA’s belief in the importance of promoting art and cultural events in our region. The North German Philharmonic Orchestra of Rostock plays this series of concerts with the aim of inspiring pupils aged eleven and over with a love of classical music. It is very important for us that every pupil can attend, whatever their social circumstances,” Ungerer said. Generous donations from AIDA crew members
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From Spain with Love Iberocruceros was created specifically to meet the needs of the Spanishand Portuguese-speaking markets. And the cruise line truly speaks their language, with a fun-loving spirit and with itineraries, cuisine and entertainment all designed to help guests feel right at home.
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As the preferred brand in the Spanish cruise market, Iberocruceros offers vacations designed to meet the needs and tastes of its guests in a language they can understand.
Discovering an Untapped Market Iberocruceros, one of the biggest players in the rapidly growing Spanish- and Portuguese-speaking cruise markets, originated in 2001 as Spanish Cruise Lines (SCL). Headquartered in Madrid, SCL was the first-ever Spanish cruise company, a partnership between three companies: Festival Cruises, based in Greece; Trasmediterránea, a state-owned Spanish ferry operator; and Iberojet, a Spanish tour operator that was owned by Orizonia Corporation, Spain’s third-largest travel company. SCL chartered Bolero from Festival Cruises and began with a single 7-day itinerary around the Mediterranean. Buoyed by the success of these first sailings, SCL added another ship, Mare Nostrum’s Crown.
Founded in 2007, Iberocruceros is the youngest of the brands in the Carnival portfolio — a perfect match for the youthful, energetic passengers whom the cruise line serves.
By 2004, however, Festival Cruises and Trasmediterránea had quit the partnership, leaving Iberojet the sole owner of SCL. Despite all the corporate maneuvering, the cruise line thrived, adding two new vessels to its fleet, Grand Latino and Grand Voyager. In 2005, it replaced Grand Latino with Grand Mistral.
Iberocruceros Is Born Around that time, Carnival Corporation & plc decided to expand its presence in Spain. In 2007, Carnival formed Iberojet Cruceros with Orizonia. The new cruise line was named Iberocruceros, with Carnival owning 75 percent and Orizonia owning the remaining 25 percent. Iberocruceros caters specifically to the needs of Spanish- and Portuguese-speaking cruisers. “Our guests want to feel at home onboard,” said Alfredo Serrano, general manager of Iberocruceros. “We are the only line that delivers the experience of a truly Spanish cruise vacation.” A cruise on an Iberocruceros ship has an energetic, fun-loving vibe, much like the Spaniards and South Americans onboard. The cuisine is Spanish with Mediterranean influences, and dinner is later in the evening, keeping in line with the times passengers like to eat. Crews speak Spanish on Mediterranean, Baltic and Atlantic sailings but can accommodate English- and Portuguese-speaking guests. On South American itineraries, they speak Portuguese, while also welcoming English- and Spanish-speaking guests.
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Top: Bolero, which was operated by Iberocruceros’ predecessor. Center: Guests relax around the pool. Above left: Strolling on Grand Celebration. Above right: The spa on Grand Mistral; and Grand Mistral in port.
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Iberocruceros’ slogan is “Todo, como a ti te gusta,” which loosely translates to “Everything, as you like it.” Indeed, nothing can compare with the experience of an Iberocruceros vacation. “We are the only brand,” said Serrano, “that brings together great service, excellent quality, personalized attention, the best entertainment and loads of fun — all exclusively for our Spanishand Portuguese-speaking guests.” In the second of year of operations, Iberocruceros added Grand Celebration, a former Carnival Cruise Lines Holiday-class ship, to its fleet. In 2009, Carnival Corporation bought Orizonia’s stake in the company. Iberocruceros’ headquarters remained in Madrid, but Costa Cruises became the cruise line’s parent company. “We are very proud to belong to the Carnival family,” Serrano said. “It’s an opportunity to learn from the best. Their expertise and experience inspires and motivates each and every one of us.” Iberocruceros features the most modern fleet in Spain, offering more than 40 itineraries to destinations in the Mediterranean, South America, Northern Europe and the Caribbean. Every year since its creation, the cruise line has seen substantial growth, and business just keeps getting better.
A cruise with Iberocruceros is meant to dazzle, indulge and delight.
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“Our team is flexible, able to adapt easily to changing market situations, yet always maintaining our key attributes,” said Serrano. “I see Iberocruceros being the leading brand of the Spanish- and Portuguese-speaking markets for many years to come.”
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Alfredo Serrano, general manager of Iberocruceros
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All for the Family So much fun for everyone An Iberocruceros cruise is a popular vacation choice for families. One big reason is that it’s a great value. Children up to two years of age sail free, and those under 18 pay reduced rates. Even shore excursions are half-price for 3- to 12-year-olds. And there’s so much for the kids to do in their own space, Club Popi. Here’s where they can have fun with age-appropriate crafts, educational workshops, video games and story time. They also have the chance to perform in their own show on the ship’s stage. Teenagers can enjoy theme parties and dance classes as well as take part in Wii competitions. A special children’s menu is available, so even the pickiest of eaters will dine well. Plus everyone can have a laugh at the family-friendly Comedy Club or be entertained by magicians, singers, acrobats and more.
Dining and entertainment come in childsize packages.
Mom and dad can share their own special moments together — which makes family time all the more satisfying. Teen cruisers get theme parties and plenty of other chances to hang with friends.
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From fiesta to siesta, Iberocruceros has it all.
While the kids are doing their own thing at Club Popi, parents can declare a spa day. And there’s plenty to do on a date night with dinner, dancing and multiple lounges. The semiformal Gala Evening is a chance to get all dressed up, and everyone dons all white for White Night.
Time to party — Ibero style!
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“Iberocruceros is more than some thousands of tons of steel that sail the oceans. It is the commitment, the dedication, the heart and soul of our crew, our officers and all of our staff. They work every day with a passion for making each guest feel special and welcome by Iberocruceros, and to make their stay onboard a truly unique and inolvidable (unforgettable) experience.” — Alfredo Serrano General Manager, Iberocruceros
Spotlight on:
David Garcia
Cruise Director
David Garcia was an experienced cruise host when he joined Iberocruceros. He found that the chance to serve an entirely Spanish-speaking clientele was one he couldn’t resist. Why did you choose to work with Iberocruceros? I always wanted to work for a Spanish cruise line. I was with another cruise line before, as the host to all the Spanish-speaking guests onboard. I really enjoyed that, but I wanted to work on a ship full of Spanish-speaking guests and crew. Iberocruceros gave me the opportunity to do so. How would you describe what you do? I know in many ways the cruise director is the face of the ship, the one who transmits the information to our guests and creates the right environment for them to enjoy their time onboard. I am here to help them feel at home.
What do you like about your job? I can’t see myself anywhere else. I really enjoy meeting new people every cruise as well as traveling around the world. I also love to make people laugh and help them not take life too seriously. Any secrets you’d like to share? Believe it or not, despite my position, I’m kind of a shy person. But when it comes to work and being around guests, I loosen up and give everything I have inside.
David Garcia says his job is to make Iberocruceros guests feel at home.
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In August 2010, the Fundación Nuestros Pequeños Hermanos began the Art Therapy program for disabled children and youth from Haiti’s Kenscoff mountains. Iberocruceros raffled off a cruise to support the program, which helps these young individuals continue to express themselves through art, to gain self-esteem and self-confidence, and to improve their quality of life.
Beyond the Sea
The Art Therapy Project Since 1954, the Fundación Nuestros Pequeños Hermanos (Our Little Brothers and Sisters) has cared for more than 17,600 orphaned and abandoned children, giving them a loving environment and a sense of security. The first home opened in Mexico; subsequent homes opened in Honduras, Haiti, Nicaragua, Guatemala, El Salvador, the Dominican Republic, Peru and Bolivia.
The Art Therapy Project helps children learn to cope with difficulties through self-expression.
“From the very beginning, social responsibility has been one of our core values. I’m so proud we have been able to help children learn and heal through the Art Therapy program.” — Alfredo Serrano General Manager, Iberocruceros
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Only the Beginning Carnival Corporation & plc knows the ocean like no other. No one else can claim as many industry firsts. No one else can cater to every type of guest. Twenty-five years since it set out to become the world’s largest cruise operator with an initial public offering, Carnival Corporation is one of the biggest success stories in the travel industry. Through a combination of talent, passion, dedication and pride, Carnival Corporation & plc is making its way to an even more successful future. The ever-growing fleet will offer a world of new and fascinating voyages to returning guests as well as to those just discovering the exhilaration of ocean travel.
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Looking to the Future 2013 Carnival Destiny will undergo an extensive renovation and refit, reentering service as Carnival Sunshine.
2014
AIDAstella will be delivered in March 2013: 71,000 tons and carrying 2,000 passengers.
2015
Costa Cruises will introduce the largest ship it has ever built.
Holland America Line will introduce the Pinnacle class with a new ship: 99,000 tons and carrying 2,660 passengers.
Royal Princess will enter service, the largest ship ever built by Princess Cruises. She will be joined by a sister ship, Regal Princess, in 2014.
AIDA Cruises will debut its largest ship ever: 125,000 tons. A sister ship will follow in 2016. P&O Cruises’ newest ship, a 114,000-ton vessel, will enter service.
Artist’s rendering of Royal Princess
2016
Rendering of P&O Cruises’ newest ship, due in 2015
Carnival Cruise Lines will introduce a new ship in a new class: 135,000 tons carrying 4,000 passengers. An Ocean of Innovation
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Benefiting from Your Support Big Dreams for Youth
Big Brothers Big Sisters of Greater Miami, which benefits from our sponsors’ support and sales of this book, has helped countless young women and men to stay on the right path — and Carnival has partnered with the organization to provide important guidance through the Scholarship & Mentoring Program.
Big Brothers Big Sisters of Greater Miami
The Scholarship & Mentoring Class of 2013 with Miami Heat star Chris Bosh (standing at back) An Ocean of Innovation
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Creating Brighter Futures, One Match at a Time
Big Brothers Big Sisters is a proven mentoring program that creates one-to-one relationships, pairing at-risk youth ages 6 through 18 with caring adult role models. Many “Littles” come from singleparent homes. Many are growing up in poverty. Yet all have one thing in common: the need for a positive guiding role model in their lives. And Big Brothers Big Sisters provides that much-needed connection: someone who’ll listen to them, help them discover new ways of thinking and believe in their dreams.
How It All Began Big Brothers Big Sisters began more than a century ago with the action of one young man, New York City court clerk Ernest Coulter. It was 1904, and Coulter watched as more and more boys came through his courtroom after run-ins with the law. He knew that many of these kids just needed the guidance of a caring adult to help keep them away from trouble. Coulter began recruiting volunteers, who became the first Big Brothers. Around the same time, girls who came through New York Children’s Court were being helped by members of the Ladies of Charity, who later became Catholic Big Sisters.
Micky Arison congratulates Alex Coronel, Class of 2011, who was awarded a college scholarship and is now attending Miami Dade College.
Both groups worked independently, helping kids discover different points of view and showing them how to realize their potential. In 1977, Big Brothers Association combined with Big Sisters International, uniting as Big Brothers Big Sisters of America. Today, the organization operates in hundreds of communities — large and small, urban and rural — across the nation. The program’s adult mentors help hundreds of thousands of “Littles” each year, staying true to the vision of Ernest Coulter and the Ladies of Charity: to bring caring role models into children’s lives.
A Network of Support To make the best matches possible, Big Brothers Big Sisters relies on a network of funding from government agencies, corporations, foundations and individual donors. Performing the background work involved with pairing “Bigs” with “Littles” takes time. Hiring and training program coordinators takes money. Reaching more and more young women and men each year takes both, which makes groups that support Big Brothers Big Sisters more invaluable than ever.
Big Brothers Big Sisters of Greater Miami provides important mentoring services to at-risk youth in South Florida — who will benefit from sponsorship of this book.
Students from the Class of 2011, who received college scholarships
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Making a Difference
Top left: Students from the Class of 2012 with their mentors. Above, from right: Rakisha Perry, Class of 2014; Pittsburgh Steelers wide receiver Antonio Brown; and Carnival Cruise Lines Director of Direct Marketing Cecilia Sanguinetti.
Carnival’s Scholarship & Mentoring Program Florida’s high-school graduation rate is below the national average. In Miami-Dade County, it’s even lower. And for minority students in the county, it’s a disturbing 50 percent. Even if they do make it through high school, many at-risk young men and women who are graduating lack the basic skills needed for most available positions: good communication, the ability to accept advice and the desire to learn new things. And many don’t know of the career options available to them. Carnival Corporation & plc and its flagship company, Carnival Cruise Lines, wanted to change this discouraging reality. In November 2007, Carnival launched an innovative scholarship and mentoring program that enlisted the expertise of Big Brothers Big Sisters in matching high school students with members of the company’s management team. Currently, 90 members of Carnival’s management team are matched with Miami-Dade public-high-school students who visit the company’s Miami offices each month during their four years in high school. The youth shadow their mentors to get a firsthand look at the business world. Together, Carnival management “Bigs” and their “Littles” also attend job- and life-skills workshops. Carnival also brings in top athletes and successful business owners and entrepreneurs to share their inspirational stories with the students.
Although the program is just five years old, its results are impressive. Every one of the participating seniors graduated from high school, the vast majority going on to attend college or trade school. Carnival has also purchased 150 four-year college scholarships, worth an estimated $1.8 million, through the Florida Pre-Paid College Foundation. By summer 2012, Carnival had awarded 43 such scholarships to graduating seniors in the company’s Scholarship & Mentoring Program who are attending 15 different colleges throughout Florida and in other parts of the country.
Carnival partnered with Big Brothers Big Sisters of Greater Miami and created an innovative mentoring program that has achieved impressive results.
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Micky Arison with Stephanie Hernandez, Class of 2010, who is now attending Florida State University
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A Top-Rated Charity Big Brothers Big Sisters has been recognized for its efficiency and accountability: Forbes chose Big Brothers Big Sisters as one of its top 10 charities, naming it to the magazine’s Gold Star list of charities worthy of donor consideration. Charity Navigator, a leading charity evaluator, gave Big Brothers Big Sisters of America a four-star rating — the highest possible — for the organization’s accountability and transparency. The Better Business Bureau (BBB) certified that Big Brothers Big Sisters has met all the BBB Wise Giving Alliance’s Standards for Charity Accountability.
Micky Arison with Francia Nortelus, Class of 2011, who received a college scholarship and now attends Miami Dade College
The American Institute of Philanthropy gave Big Brothers Big Sisters an A+, the institution’s highest rating.
Eisaura Reyes, Class of 2012 (right in photo), with Stacy Pallot-Shweky, director of guest sales for Carnival Cruise Lines. Reyes now attends the University of Colorado.
Dranoel Flowers, Class of 2011 (left in photo), with Fun Ship Freddy and her mentor, Dionne Richardson, Carnival Cruise Lines director of special projects. Flowers now attends Miami Dade College.
By summer 2012, Carnival had awarded 43 scholarships to graduating seniors in the program.
Daniela Barboza, Class of 2010 (left in photo), with her mentor, Clarissa Stollenwerck, Carnival Cruise Lines director of guest care. Barboza received a college scholarship. Gricelda Ramos, Class of 2014 (right in photo), with Isabel Pascual, Carnival Cruise Lines senior director of revenue management
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EXECUTIVE SUITE
CAPTAIN’S TABLE
Contributors of $5,000
Contributors of $2,500
ABB Marine
Aviko
Aon
Bolidt
Arnold Worldwide
BP Marine
Aruba Tourism Authority
CEPSA Marine Fuels S.A.
Atlantis Resorts Bally Technologies Inc.
CHAIRMAN’S CIRCLE
Chicken of the Sea Frozen Foods
Bilzin Sumberg Baena Price & Axelrod LLP
Contributors of $30,000
Contessa
Brisk Coffee Roasters USA
Onboard Media
Corman Ship Supplies
Cochran Marine
Starboard Cruise Services
Cruise Jacksonville
The Onboard Spa by Steiner
CrunchTime Information
U.S. Virgin Islands
Systems Inc.
Cruiseport Boston Det Norske Veritas (USA) Inc. Drew Marine Ellevi SRL
DHL Express
GE Energy
Foreship Ltd.
Germanischer Lloyd SE
Gasser Chair Company
Harris CapRock IVM USA Inc.
Grand Bahama Shipyard Ltd.
KPMG
IGT
Legance Studio Legale Association Mamidoil Jetoil SA Meyer Werft
Contributors of $15,000 Deerberg Systems
Nestlé Professional Vitality
Fincantieri
Port Canaveral PortMiami Port of Galveston RBC Capital Markets Rolls-Royce Commercial Marine Inc. SAM Electronics
Kirby Inland Marine Lynden International
NAPA Group Norton Rose LLP
Lloyd’s Register
Marine Petrobulk MarkMonitor Mitsubishi Heavy Industries Ltd.
Paul, Weiss, Rifkind, Wharton & Garrison LLP
Nautilus Entertainment Design
Port Everglades
Newman P.R.
World’s Leading Cruise Lines
Park West Ports America
STX Europe
South Carolina Ports
Tata Consultancy Services
Tampa Port Authority
The Coca-Cola Company The Jankovich Company
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K Brand Marine
PRESIDENT’S CLUB
Tapia Linares & Alfaro
Viking Life-Saving Equipment
The Port of Los Angeles
Wärtsilä
West Linn Paper Company
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Our Sponsors Carnival Corporation & plc is grateful for the support of the many vendors, suppliers and support agencies whose participation has been important to our success. From ship designs to ports and operations to shoreside services, these partners have been invaluable on our journey in the past 25 years. We are especially thankful for the sponsors of An Ocean of Innovation — A Passion for Giving Back, who are listed on the following pages. Their generosity has allowed us to contribute significantly to the important work of Big Brothers Big Sisters of Greater Miami, a nonprofit agency that aids at-risk youth in South Florida.
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Chairman’s Circle
For over 23 years, Onboard Media has served the cruise industry with custom print and video products that support our partners’ programs onboard and ashore. We have worked with several Carnival brands, including our current partners, Carnival Cruise Lines and Princess Cruises. We were enormously proud to have been chosen to help Carnival celebrate its 25th anniversary as a public company by telling the remarkable story of its growth. Getting better acquainted with Carnival’s 10 brands was a fascinating process. Like Carnival, we’ve changed and grown since our founding, and so have our capabilities. We have joined the world-renowned LVMH (Moët Hennessy • Louis Vuitton) Group, the most recognized provider of luxury retail goods. We’ve added digital and online products to our repertoire. And like the 10 distinctive cruise brands of Carnival Corporation & plc, each of the programs we create for our clients is unique and customized for its market. We share the joy that Carnival Corporation & plc feels in all of its brands and their belief in giving back to the communities that support them — and we can’t wait to see what the next 25 years hold! An Ocean of Innovation
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Starboard Cruise Services extends warm congratulations to Carnival for 25 years of excellence. It’s a time to celebrate Carnival’s journey as an industry leader and as a corporation that is dedicated to giving back to the community, a dedication we applaud and share. Starboard is proud to be a sponsor for this special 25th anniversary, in which proceeds will benefit Big Brothers Big Sisters. Since 1958, Starboard Cruise Services has been the world leader of onboard and duty-free retailers. Maintaining corporate offices in Miami, Genoa and Hong Kong has given us an edge over the competition. We offer cruise guests a variety of world-class brands and exclusive merchandise with tax- and duty-free savings. In 2000, the multinational company LVMH (Moët Hennessy • Louis Vuitton) Group, the world’s leading luxury brand group, acquired Starboard. We are in a globally unique position to reach and understand the cruise passenger. With the majority of our ships positioned over all seven continents, Starboard continues to seek emerging markets. Starboard’s understanding of international travelers allows us to better target their needs and desires. Our commitment to always provide the best retail experience positions Starboard as the front runner of cruise travel retail. An Ocean of Innovation
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It means so much to us to celebrate the 25th anniversary of Carnival’s expansion. Steiner has been Carnival Cruise Lines’ spa, salon and fitness partner since the beginning. It was on Carnival Fantasy (1990) that Steiner truly made the leap from being regarded as a beauty company that offered salon services and some spa services to becoming known as an all-inclusive spa and skin-care company. In the early days, the salon, spa and fitness center were allocated less than 5,000 square feet. Today, the footprint of the spa and overall facility on a new Carnival vessel is up to 45,000 square feet, and guests have a truly private adult sanctuary for total relaxation and rejuvenation. We thank Carnival for being an innovator, while having the foresight to make the first bold move in adding spacious, comprehensive spa facilities to elevate the guest experience. Today, The Onboard Spa by Steiner offers both traditional and exotic spa services — from Swedish massage to bamboo massage; from straightforward facials to microdermabrasion; from individual personal training to exhaustive “boot camps.” We have also entered into integrative healing and medi-spa services with acupuncture, tooth whitening, dermal fillers and injectable anti-aging rejuvenation.
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On behalf of the government and people of the U.S. Virgin Islands, we thank you for your valued partnership. Over the past 25 years, it has been our honor and pleasure to serve the millions of guests who have sailed to our shores with Carnival cruise lines. As we look forward to the future, we extend a warm welcome to the millions more longing to experience the beaches, culture, shopping and attractions abounding in our islands. Congratulations, Carnival, and here’s to the next 25 years!
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President’s Club
Deerberg Systems is a German-based specialist in environmental-protection systems. In the past 25 years, Deerberg, together with its brands, has innovated maritime waste-management technology. Deerberg has been a prime mover in developing state-of-the-art solutions for the shipping industry. Our focus has always been to develop market-led solutions enabling ships to operate beyond compliance with international regulations. The Deerberg-Multi-Purpose-Waste-Management-System (MPWMS®) is fully integrated into the ship system, guaranteeing unrestricted international operation and helping to continuously improve each ship’s overall environmental footprint. We are very grateful and honored to be part of this success story. Sixty ships from eight different Carnival Corporation & plc brands are protecting the environment with Deerberg Waste Management Systems. The Deerberg team wishes all Carnival Corporation & plc brands continued success for the next 25 years.
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Twenty-five years of dreams. Twenty-five years of successes that have changed the face of shipping. This is the history of Carnival. It is interwoven with that of Fincantieri, whose history dates back 200 years, when the first of over 7,000 ships launched by Italian shipyards set sail. Fincantieri is one of the largest and most diversified shipbuilding groups in the world. It works in the design and construction of merchant and naval vessels and is the world leader in the construction of cruise ships, as well as the reference operator in all sectors of added value: from naval surface vessels and submarines to megayachts; from cruise ferries to special and offshore vessels. Since the end of the 1980s, Fincantieri, together with Carnival, has steadily built an unrivaled partnership, with the construction, to date, of nearly 60 queens of the sea for the U.S. group.
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Lloyd’s Register is proud to have supported Carnival throughout the past 25 years. The long-term and strong relationship between Lloyd’s Register, Carnival and the operating lines has led to a significant level of collaboration and trust, through which we help the lines achieve their business objectives and safely carry the ultimate cargo: people. We congratulate Carnival on a very successful 25 years and look forward to building on our solid relationship and continuing to support and grow with it throughout the next 25. Congratulations to Carnival Corporation & plc and all of its operating lines. Lloyd’s Register is a trading name of Lloyd’s Register Group Limited and its subsidiaries. For further details, please see www.lr.org/entities.
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Paul, Weiss, Rifkind, Wharton & Garrison LLP is a firm of more than 700 lawyers with diverse backgrounds, personalities, ideas and interests who collaborate with clients to help them conquer their most critical legal challenges and business goals. Our clients include many of the largest publicly and privately held corporations and financial institutions in the United States and throughout the world. We serve as counsel to numerous start-up companies and investment funds and over the years have nurtured many into industry players. While Paul, Weiss is widely recognized as having leading litigation and corporate capabilities, the firm has developed equally strong practices in the areas of bankruptcy and corporate reorganization; employee benefits and executive compensation; intellectual property; personal representation; and real estate and tax law. Throughout our firm’s history, we have maintained an unwavering commitment to provide pro-bono legal assistance to those in need and to serve the public interest.
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Port Everglades: where the best cruise ships launch and the greatest getaways begin. Since welcoming its first cruise ship in 1931, Port Everglades has grown to become one of the busiest cruise ports in the world, with 12 cruise lines, more than 40 cruise ships, some 2,000 different cruises and over 3.5 million passengers expected this year. We provide modern, spacious, comfortable cruise terminals and a dedicated customer-service staff. We know cruise vacationers eagerly await their cruise, so we make sure that any time spent in Port Everglades only enhances that experience. No wonder we’ve been recognized by major cruise magazines and cruise lines like those of Carnival Corporation & plc as one of the most convenient, friendly and efficient ports for discerning travelers. What’s more, Port Everglades is located in the heart of Greater Fort Lauderdale — a popular tourist destination all its own and perfect for a pre- or post-cruise stay.
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On behalf of all the company’s brands, World’s Leading Cruise Lines is pleased to support Big Brothers Big Sisters of Greater Miami, and our congratulations to Carnival Corporation & plc on reaching the 25-year milestone since its initial public offering. With six unique brands and thousands of activities to choose from, World’s Leading Cruise Lines inspires guests from North America to discover their best vacation experience. Enjoy the fun spirit of a Carnival cruise vacation. Escape completely with Princess Cruises. Discover the grand ocean liner legacy of Cunard. Experience the 5-star sophistication of Holland America Line. Savor the warm hospitality and international ambience of Costa. Or enjoy the intimate, small-ship luxury of Seabourn. Together, we offer over 600 destinations in 130 countries on seven continents. With so many choices, our guests can experience anything from a weekend getaway to an aroundthe-world odyssey.
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Executive Suite
ABB is the leading supplier of electrical-power, propulsion and vessel-control systems for ships. We are a global maritime organization providing innovative, reliable, safe, environmentally friendly solutions and qualified services to reduce operational costs and ensure optimum vessel-life-cycle services, including support for our customers throughout the world. www.abb.com/marine
Aruba is delighted to celebrate two Carnivals this year: its famous festival of floats, performers and music, and the 25th anniversary of Carnival’s expansion! On behalf of One Happy Island, Aruba Tourism Authority congratulates Carnival on this accomplishment and looks forward to welcoming ship-to-shore visitors for many years.
Aon plc (NYSE: AON) is the leading provider of risk management, insurance and reinsurance brokerage, humanresources solutions and outsourcing services. Through more than 61,000 colleagues worldwide, Aon unites to empower results for clients in over 120 countries via innovative, effective risk and people solutions and through industryleading resources and expertise.
Atlantis, Paradise Island — an experience like nowhere else! Aquaventure, one of the world’s largest waterparks, contains a mile-long action river, nine waterslides, 11 pools, miles of sandy beaches, and 15 marine exhibits containing over 50,000 aquatic animals. Dolphin Cay offers intimate, unique dolphin and sea lion experiences.
Arnold Worldwide proudly congratulates Carnival on 25 amazing years as a public company. As a partner for the last four of those years, we’ve had the fun task of telling the world just how much fun a cruise can be. We’ve enjoyed every moment of it.
With a history dating back to 1932, Bally Technologies designs, manufactures, operates and distributes advanced gaming devices, systems and technology solutions worldwide. Bally also offers casino management, slot accounting, bonusing, and cashless and table-management solutions for casinos across the globe. Connect with Bally on Facebook, Twitter, YouTube and LinkedIn.
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Marty L. Steinberg and Bilzin Sumberg Baena Price & Axelrod LLP are proud to provide legal representation to Carnival Corporation. We applaud your commitment to social responsibility and share your passion for giving back to the communities we serve. Congratulations on 25 years of growth!
Cruiseport Boston is the gateway for cruising the high seas from New England and the front door to Massachusetts for hundreds of thousands of cruisers arriving in Boston on a port-of-call visit. Carnival Corporation & plc helps make these experiences possible, and we’re thrilled to continue our successful partnership.
Since 1968, Brisk Coffee Roasters USA has been providing the world’s food-service industry with the freshest, highest-quality coffee. Brisk Coffee is proud to partner with Carnival in providing its guests and staff with superior products and service for over 15 years, and congratulates Carnival on achieving 25 years of success.
Det Norske Veritas (DNV) is a global provider of risk-management services, with dedicated professionals in more than 100 countries. We help customers improve performance and turn risks into rewards. DNV congratulates Carnival on its 25 successful years and is confident the future will be even more successful.
Cochran Marine is the leader in Cruise Ship Shore Power Systems, providing reliable port-side electrical connections to cruise ships since 2005. Our patent-pending technology allows ships to minimize greenhouse-gas emissions, while eliminating fuel consumption when docked. Cochran Marine provides the only worldwide solution for Cruise Ship Shore Power.
Drew Marine is the most trusted brand and the preferred global resource for marine solutions that enhance the longevity and operating efficiency of ocean vessels. We provide environmentally and technologically superior products and services for the benefit of vessel owners and operators, while increasing shareholder value.
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Ellevi has realized refitting projects for worldwideleader cruise lines for more than 10 years. Now, Ellevi also offers its unique skill in managing turnkey contracts for complete ship refurbishment. Ellevi is the world’s sole provider of this service.
Harris CapRock specializes in the complete integration and service of communications, entertainment, navigation and other IT systems that keep passengers and crew connected at sea. We use the industry’s most comprehensive platform of satellite and terrestrial services. Today, over 400 vessels operating around the globe rely on Harris CapRock’s services.
GE Energy’s Power Conversion business is at work. In the busiest ports. Through the coldest straits. Helping clients increase operating efficiency, power availability and environmental friendliness, while meeting the demands of the new electric age. GE Energy congratulates Carnival on 25 years as a publicly traded company.
IVM has helped design and build interiors of more than 50 Carnival Corporation & plc cruise ships over the last 15 years. We are honored by Carnival’s belief in our work and are delighted to share this momentous occasion. May the corporation continue to achieve outstanding results.
We at Germanischer Lloyd congratulate Carnival Corporation & plc on this significant milestone and wish you continued success well into the future. As your partner for safe and eco-friendly cruising, we look forward to a long and prosperous relationship with you.
KPMG, a global network of firms providing forwardthinking advice and experience in audit, tax and advisory services, recognizes the importance of strong business and community leadership. We salute Carnival Corporation & plc on this 25th anniversary and for being a leader in giving back to the communities it serves. www.kpmg.com
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We have proudly supported Carnival as your Italian legal counsel for the last 15 years. It has been an honor to work for your organization and to witness your tradition of excellence and your commitment to giving back to society. We offer our congratulations on reaching 25 years of success.
NAPA is the leading software house, supplying solutions for ship design and operation that improve safety and ecoefficiency of the global maritime industry. With a solid track record in setting new standards for 3D ship design, NAPA provides integrated solutions that ensure the highest-quality vessel, from concept through operational lifetime.
Mamidoil-JetOil SA has been involved in trading, storage and distribution of petroleum products in Greece and the Balkan region for over 40 years. With an extensive network of gas stations, it is Greece’s largest privately owned petroleum trading company. JetOil Bunkering is a proud supplier-partner of Carnival Corporation & plc.
For decades, Vitality has been your trusted partner on countless voyages. Now that we’re Nestlé Professional, you can count on us to bring even more to the table, including meaningful culinary expertise, innovative new beverage offerings, streamlined serving solutions and continued world-class service.
Papenburg-based Meyer Werft is well-established in the cruise industry and has some 2,500 employees. Meyer Werft’s extensive production program covers cruise ships, river-cruise ships and ferries. The production technologies and facilities have been continuously extended and improved. Today, Meyer Werft is one of the most modern shipyards worldwide. www.meyerwerft.com
We are one of the world’s leading international shipping practices. Shipping has been at our core throughout our 200-year history. We advise on all aspects of risk in relation to shipping, including environmental, commercial and legalliability risk. We also support good corporate governance in mitigating such risks.
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Port Canaveral is the proud home of three beautiful Carnival ships and welcomes Carnival as the first line at our brand-new Cruise Terminal 6. Congratulations to Carnival on 25 years of innovation, and thanks for many generous contributions to the welfare of the children of our community.
RBC Capital Markets has a strong history of commitment to organizations that improve the quality of life. We join Carnival Corporation & plc in supporting Big Brothers Big Sisters in its quest to help children realize their potential and build their futures.
Modern-day cruising was born at PortMiami, with Carnival leading the way. Since then, Carnival’s innovation has paved the way for more success and years of achievement. We are proud to be part of this legacy. Congratulations to Carnival Corporation & plc on this 25th anniversary!
Rolls-Royce congratulates Carnival on reaching the milestone of 25 years of growth, with professionalism and dedication bringing success at the highest level. As a leader in marine service and equipment supply throughout those years, Rolls-Royce is delighted to have played a part. Best wishes for continued success.
The Texas Cruise Ship Terminal on Galveston Island is proud to be the home port of Carnival Cruise Lines’ Carnival Magic and Carnival Triumph. As Texas’ Star Cruise Port, we worked diligently with the Texas travel industry to maintain our ranking as one of the top 10 U.S. cruise ports.
SAM Electronics and L-3 Valmarine are a proud partner of Carnival Corporation & plc. We offer our special thanks and appreciation to the staff of Carnival, with whom we have had the pleasure of working for supply of propulsion, navigation and automation systems to the company’s fleets.
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Executive Suite
STX Europe is an international shipbuilding group and one of the world’s leaders in the production of cruise ships, ferries, offshore vessels and other specialized craft. Renowned for its ability to develop innovative solutions tailor-made to customers’ needs, STX Europe draws on experience from centuries of design and the production of advanced vessels. www.stxeurope.com.
As a major fuel supplier to Carnival Corporation & plc on the U. S. West Coast, The Jankovich Company joins the cruise industry in celebrating the 25th anniversary of Carnival’s expansion. Congratulations from The Jankovich Company, Carnival Corporation & plc’s partner for the next 25 years.
Tata Consultancy Services is an IT services, consulting and business solutions organization that delivers real results to global business, ensuring a level of certainty no other firm can match. This is delivered through TCS’ unique Global Network Delivery Model™, recognized as the benchmark of excellence in software development.
Viking is a market leader in maritime safety, providing and servicing essential safety equipment on passenger and cruise vessels around the world. We provide the latest innovations in high-quality marine-evacuation systems, life rafts, immersion suits and lifejackets.
Your friends at The Coca-Cola Company raise a cold bottle of Coke to toast our long-standing partnership with Carnival. Congratulations on 25 years of outstanding growth!
Wärtsilä is a leader in complete life-cycle power solutions for the marine and energy markets. By emphasizing technological innovation and total efficiency, Wärtsilä maximizes the environmental and economic performance of its customers’ vessels and power plants. Wärtsilä has operations in nearly 170 locations in 70 countries, with approximately 18,000 employees.
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Captain’s Table
INFORMATION
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SYSTEMS
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Acknowledgments We would like to thank the following for their contributions to this effort: Iris Vega, executive assistant to the chairman and CEO; Dottie Best, executive assistant to the vice chairman and COO; Linda Coll, director, Carnival Foundation; Mitzi Capo, manager, Carnival Foundation; Lisa Marie Garabito, special projects coordinator, Carnival Foundation; Maria Leon, manager, Board of Director matters; Beth Roberts, vice president, investor relations; and Giovanni Zanotti, vice president, Carnival Global Source. Sponsors for this book were secured through partnerships with the following executives from Carnival Corporation & plc and their respective organizations: Micky Arison - Chairman and Chief Executive Officer Howard Frank - Vice Chairman and Chief Operating Officer Richard Ames - Senior Vice President, Corporate Shared Services David Bernstein - Senior Vice President and Chief Financial Officer Bo-Erik Blomqvist - Senior Vice President, Corporate Shipbuilding Richard Brilliant - Senior Vice President and Chief Executive Auditor Thomas Dow - Vice President, Public Relations
Peter Fetten - Senior Vice President, Corporate Ship Refit Larry Freedman - Chief Accounting Officer and Vice President - Contoller James Hunn - Senior Vice President, Corporate Maritime Policy Giora Israel - Senior Vice President, Global Port and Destination Development Michael Kaczmarek - Vice President, Corporate Shipbuilding Jerry Montgomery - Senior Vice President, Global Human Resources Arnaldo Perez - Senior Vice President, General Counsel and Secretary
Image Credits
All images appearing in this book are the property of the cruise lines in whose chapters they appear, except as noted: Folio Nos. 2 & 3: (bow of cruise ship) ©Corbis. Folio Nos. 6 & 7: (couple enjoying a glass of wine on a cruise ship)
(Orama – 1924-1940) courtesy of the Rob Henderson Doug Cremer Heritage Collection; (P&O Orient Lines Chusan)
Corbis. Folio Nos. 10 & 11: (stern of cruise ship) ©Keith Goldstein/Corbis. Folio Nos. 16 & 17: (stern of cruise ship)
courtesy of the Rob Henderson Doug Cremer Heritage Collection; (Orion – 1935-1963) courtesy of the Rob Henderson
GTS Production/Shutterstock.com. Folio No. 27: (P&O Australia’s Pacific Sun) Wikipedia.org. Folio No. 98: (This
Doug Cremer Heritage Collection; (Himalaya) courtesy of the Rob Henderson Doug Cremer Heritage Collection;
contemporary portrait of P&O’s first ship, William Fawcett, captures the beginnings of P&O on the Iberian Peninsular
(Oriana) courtesy of the Rob Henderson Doug Cremer Heritage Collection; (P&O Orient Line’s Strathaird) courtesy of the
; (Clara Butt boards SS Mongolia in Tilbury,
Rob Henderson Doug Cremer Heritage Collection; (Passengers on deck of P&O Orient Line’s Strathaird) courtesy of the
England, 1907) J&C McCutcheon collection; (Carthage swimming pool) J&C McCutcheon collection; (Victoria, one
Rob Henderson Doug Cremer Heritage Collection; (Passengers onboard Strathaird, photo 184) courtesy of the Rob
of the four Jubilee ships of 1887-88) J&C McCutcheon collection. Folio No. 99: (Strathnaver (1931-62) undergoing a
Henderson Doug Cremer Heritage Collection; (Passengers onboard Strathaird, photo 177) courtesy of the Rob
refit in dry dock) J&C McCutcheon collection; (An early atrium on the Narkunda (1920-42) J&C McCutcheon collection;
Henderson Doug Cremer Heritage Collection; (Strathaird passing under the Harbour Bridge) courtesy of the Rob Henderson
(By 1842, the new Outer Dock in Southampton was close to completion) J&C McCutcheon collection; (Canberra was
Doug Cremer Heritage Collection Henderson; (Deck games onboard Strathaird) courtesy of the Rob Henderson Doug
welcomed home from her service in the Falklands at Southampton) reproduced by kind permission of P&O Heritage
Cremer Heritage Collection; (A deck officer with children) courtesy of the Rob Henderson Doug Cremer
; (The mezzanine-level music room on Narkunda (1920-42) J&C McCutcheon collection;
Heritage Collection; (Dining on deck) courtesy of the Rob Henderson Doug Cremer Heritage Collection; (P&O
(A P&O liner transiting the Suez Canal) J&C McCutcheon collection. Folio No. 100: (Sir Sean Connery is pictured
Strathaird postcard) courtesy of the Rob Henderson Doug Cremer Heritage Collection. Folio No. 115: (P&O Arcadia)
here onboard Canberra with Jill St. John as ‘Tiffany’ during the filming of the James Bond film Diamonds Are Forever)
courtesy of the Rob Henderson Doug Cremer Heritage Collection; (P&O Arcadia 1st Class Observation Lounge)
reproduced by kind permission of P&O Heritage Collection
; (This poster advertises the ‘Boomerang’ tickets
courtesy of the Rob Henderson Doug Cremer Heritage Collection; (A vintage P&O collateral piece) courtesy of the Rob
for cheap return fares on P&O’s England Australia route. c.1956) reproduced by kind permission of P&O Heritage
Henderson Doug Cremer Heritage Collection; (An Orient liner departure from Sydney) courtesy of the Rob Henderson
; Folio No. 109: (P&O Branch Service – Vintage brochure from P&O and Orient Line) courtesy of the
Doug Cremer Heritage Collection; (Orient Line’s Oronsay) courtesy of the Rob Henderson Doug Cremer Heritage
Rob Henderson Doug Cremer Heritage Collection. (Orient Line Tourist Steamers – Vintage brochure from P&O and
Collection; (Passenger using Oronsay swimming pool) courtesy of the Rob Henderson Doug Cremer Heritage Collection;
Orient Line) courtesy of the Rob Henderson Doug Cremer Heritage Collection; Orient Line (20,000 Tonners –
(P&O Cruises to New Zealand, ‘Walkabout’, September 1, 1938) courtesy of the Rob Henderson Doug Cremer
Vintage brochure from P&O and Orient Line) courtesy of the Rob Henderson Doug Cremer Heritage Collection.
Heritage Collection; (P&O Orient Lines advertisement) courtesy of the Rob Henderson Doug Cremer Heritage
Folio No. 114: (A child’s view on deck) courtesy of the Rob Henderson Doug Cremer Heritage Collection;
Collection; (P&O Cruises brochure) courtesy of the Rob Henderson Doug Cremer Heritage Collection.
© ©
route) reproduced by kind permission of P&O Heritage Collection
Collection
Collection
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AIDA Cruises
P&O Cruises
Michael Ungerer
Carol Marlow
President, AIDA Cruises
Managing Director
Board of Directors Micky Arison Chairman of the Board and Chief Executive Officer Carnival Corporation & plc
Hansjรถrg Kunze
Michele Andjel
Vice President of Public Relations and Communication
Head of Public Relations
Kathrin Heitmann
Public Relations Executive
Sir Jonathon Band
Michelle Baker
Former First Sea Lord and Chief of Naval Staff, British Navy
Manager of Communication
Anne Nickel Assistant to the Vice President of Marketing and Communication
Alida Seide
Catherine Alabaster
Micky Arison Chairman and Chief Executive Officer
Howard S. Frank Vice Chairman and Chief Operating Officer
Assistant to the Vice President of Marketing and Communication
Carnival Cruise Lines
Senior Vice President, Corporate Shared Services
Gerald R. Cahill
William Harber
Jim Berra Chief Marketing Officer/Senior Vice President
Vice President, Corporate Marketing Joanne James Marketing Coordinator
Jennifer De La Cruz Senior Director of Public Relations
Costa Cruises Gianni Onorato President
Fabrizia Greppi Vice President of Corporate Communication
Cristiano De Musso Head of Corporate Communication
Robert H. Dickinson Former President and Chief Executive Officer, Carnival Cruise Lines
Ann Sherry Chief Executive Officer
Holland America Line Stein Kruse President and Chief Executive Officer
Peter Taylor Pier Luigi Foschi
David Jones
Chairman Costa Crociere S.p.A.
Corporate Communication Manager
Ainsley Pope
Howard S. Frank
Public Relations Manager
Vice Chairman of the Board and Chief Operating Officer Carnival Corporation & plc
Events Coordinator
Princess Cruises Alan B. Buckelew
Sally Andrews
President and Chief Executive Officer
Vice President of Public Relations
Julie Benson
Lauren Kaufman Administrative Assistant II, Public Relations
Tawhiti E. Shimaski
Vice President of Public Relations
Seabourn
Visual and Design Team
Iberocruceros
Alessandro Grillo
Alfredo Serrano
Chairman
Events Organization Specialist
General Manager
Richard Meadows
Stein Kruse
Luisa Gullini
Sofia Amar
President
Public Relations Specialist
Marketing and Communication Director
Bruce Good
Barbara Fernandez
Director of Public Relations
Cunard Line Peter Shanks President and Managing Director
Gill Haynes Head of Communication
Michael Gallagher Public Relations Manager and Historian
Ian Baker Senior Marketing Services Executive
Laura Davis
Marketing and Communication Manager
Irene Lui
Francesca Caraffi
Manager of Public Relations
Modesto A. Maidique President Emeritus and Professor of Management, Florida International University; and Executive Director, FIU Center for Leadership
Sir John Parker Chairman, Anglo American plc; and Vice Chairman, DP World Limited
Peter G. Ratcliffe Former Chief Executive Officer P&O Princess Cruises International
Stuart Subotnick
Jessica Galรกn
President and Chief Executive Officer, Metromedia Company
Carnival UK
Executive Assistant to General Manager
(Cunard Line and P&O Cruises)
David K. Dingle
Laura Weil
Jessica Perosa Rey
Chief Executive Officer
Executive Vice President and Chief Operating Officer, New York & Company, Inc.
Marketing Product Manager
Yolanda Rozas Marketing Manager
Costa Crociere S.p.A. (AIDA Cruises, Costa Cruises and Iberocruceros)
Pier Luigi Foschi Chairman
Michelle Paskins
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Debra Kelly-Ennis Former President and Chief Executive Officer, Diageo Canada, Inc.
Marketing Product Manager
Public Relations Coordinator Assistant Designer
Richard J. Glasier Former President and Chief Executive Officer, Argosy Gaming Company
Karen Candy Manager of Media Relations, Public Relations
Public Relations Coordinator
Pamela Dosini
Arnold W. Donald President and Chief Executive Officer The Executive Leadership Council
Vice President of Corporate Affairs
Jemima Clarke
Vance Gulliksen Manager of Public Relations
Andrew Giles Senior Designer, Marketing Services
P&O Cruises Australia Richard D. Ames
President and Chief Executive Officer
Brand Marketing Executive
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Michael Thamm A Passion for Giving Back
Randall J. Weisenburger Executive Vice President and Chief Financial Officer, Omnicom Group Inc.
Chief Executive Officer
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Sarah Beth Reno
Robin Rosenbaum-Andras
Noelle Sipos
Vice President, Cruise Operations
Carrie Julier
Vice President, Cruise Revenue and Sales
Norma Vila
Publisher’s Note
Kate McClare
Onboard Media is honored to have been chosen as publisher of An Ocean of Innovation — A Passion for Giving Back.
The Carnival story is the story of the modern cruise industry itself. It is also a story of generosity: Every Carnival brand actively works with and supports charitable causes in the communities where its ships sail. We are excited to join this effort in support of Big Brothers Big Sisters of Greater Miami, one of our own community’s most effective nonprofit organizations. We wish to express our appreciation to Carnival Corporation for extending this unique opportunity, and we thank the corporate and cruise-line staff who provided the research materials that were so essential to the book’s creation.
Beth Wood
Senior Vice President
Vice President, Finance
Publishing
Gail Abrams Violeta Manco-Rojas Virginia Valls James Perdomo
Elizabeth Carlisle
Publishing Director Ad Services Coordinator Production Manager Production Coordinator
Graphic Designer
George Sariego
Graphic Designer
Haley Struthers
Media Coordinator
Robert Marenco
Shipping and Logistics Manager
Jeffrey Meister Cristy Viera
Todd Hedge
Kevin Maschke
Juan Carlos Peña
Ruben Carballo
Kelly Liszt has extensive experience writing for the cruise industry. Her work includes TV ads, radio spots, billboards, consumer and trade print, newsletters, online content and more. Based in Miami, Liszt has a master’s degree in journalism and is experienced in interviewing top managers and principals of major companies.
Art Director
Dayana Ramirez
Melissa Rodriguez
About the Author
Executive Editor Art Director
P R INTE D i n th e u n ited s tat es O N R EC YC L ED PA P ER
President
Project Manager
Advertising Sales Sales Manager
“Writing An Ocean of Innovation — A Passion for Giving Back has been such a fascinating journey, amazing in many ways,” said Liszt. “Through research I have gained such tremendous respect for the leaders of each cruise line as well as for the unsung heroes who give it their all, every day. I also got to know each brand’s rich history, the success they enjoy today and the bright future that lies ahead.”
Sales Coordinator
Video/Film Production Director Senior Editor Senior Videographer Graphic Designer
1 691 M i c h i gan Aven u e , s u ite 6 0 0, M iam i B eac h , Fl 3 3 139 TEL : (30 5) 673 - 0 4 0 0, Fa x : (30 5) 674 -939 6 w w w.on boa rd m edia .com
©2012 O n board M ed ia . No clai m to or i g i nal wor ks of Carnival Corporation & plc
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Benefiting Big Brothers Big Sisters of Greater Miami An Ocean of Innovation — A Passion for Giving Back spotlights the many charitable endeavors of Carnival Corporation & plc cruise brands and their employees. In that spirit, proceeds from sponsor support and from sales of this book will benefit Big Brothers Big Sisters of Greater Miami, a highly successful nonprofit organization that helps young men and women find the right path in life by matching them with caring adult mentors.
An Ocean of Innovation — A Passion for Giving Back spotlights the many charitable endeavors of Carnival Corporation & plc cruise brands and their employees. In that spirit, proceeds from sponsor support and from sales of this book will benefit Big Brothers Big Sisters of Greater Miami, a highly successful nonprofit organization that helps young men and women find the right path in life by matching them with caring adult mentors.
An Ocean of Innovation A Passion for Giving Back
Benefiting Big Brothers Big Sisters of Greater Miami
A Remarkable Journey
An Ocean of Innovation A Passion for Giving Back
Carnival Corporation & plc, the world’s largest cruise-ship operator, is not just one story. Rather, it is a collection of stories as vast as the waters on which its fleet sails. An Ocean of Innovation — A Passion for Giving Back synthesizes these stories into a cohesive narrative, demonstrating how each individual cruise line creates a powerful whole: Carnival Corporation & plc. An Ocean of Innovation — A Passion for Giving Back tells their stories with archival and contemporary images from the cruise lines’ libraries and in the words of their executives and employees. The book looks at the history of each brand as well as the innovations and philanthropic efforts that have inspired an entire industry.
forest stewardship co #8AD002
PRINTED in the united states ON RECYCLED PAPER
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