ABSTRACT
This chapter reviews the origins and growth of the cruise industry to be the modern-day behemoth it is today. Near the turn of the 20th century, early ocean liners, a practical form of transport before the advent of long-haul airplanes, were pleasure crafts for the wealthy. In the 1960s and 1970s, the founding fathers of the Big Three (Carnival Corporation & plc, Royal Caribbean Cruises Ltd., and Norwegian Cruise Line) revolutionized this concept by offering Caribbean itineraries in a setting of informal luxury for “every man.” Growth factors are discussed, including the change in travel preferences among North American passengers following 9/11, the creative business model that allows for flexibility and maximum occupancy, and the progression of the ship from a mode of transport to a destination in itself. The evolving profile of cruise tourists and trends for the market are discussed, including the all-important question “can cruise tourists be converted to more valuable stay-over tourists?”, as touted by industry associations, cruise lines, and a number of destination marketing organizations.
