The largest cruise line in the world, with a 24-ship-fleet, global ports and Goliath reputation, struggles with its brand image internationally.
The first thing you probably think of when you hear Carnival® Cruise Lines is: fun, family, and economical. That’s all very true, according to brand leaders. Carnival has the highest number of ships worldwide, operating 24 vessels in total, and specializes in fun, laid-back, family-friendly cruises exclusively from North American homeports. The cruise line also offers some of the lowest itineraries in the industry, particularly on short 3- and 4-night Caribbean cruises.
Beyond the fun reputation though, Carnival® wants to reposition its brand image to embody and evoke more sustainability, destination stewardship & a world-class culture vibe onboard. In the last 10 years, Carnival® has been able to establish a small footprint of destination stewardship across its new ports in Europe, Mediterranean, South Pacific, and many places in between. Yet it still has a long way to come.
Expanded Carnival® Cruise Line’s reach across dozens of countries within Europe, Mediterranean & South Pacific by offering travelers more sustainable, world-class, sought-after destinations.
How does the largest cruise line in the U.S. push the boundaries of sustainable travel, promote good will, and sell more European itineraries to global audiences?
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