Cruise line became leader by branding it for value and fun
How did Carnival Cruise Lines “fun ships” become a highly popular mass market product with industry leading profits?
A new study in the recent issue of Cornel Hotel and Restaurant Administration Quarterly details their strategy with a focus on the future.
Said research Robert Kwortnik:
“Carnival’s emergence as a dominant brand in the seascape has been guided by management’s focus on the concepts of fun and value.”
He said the future challenge, however, is for the cruise line to differentiate itself from present-day competitors offering their own versions of the same theme.
He concludes: the cruise line illustrates the difficulties all hospitality managers face when nurturing a maturing brand.
The key, he concluded, is for companies such as Carnival to stay focused on core customers and the experiences they are seeking. Finding out the “brand essence” is critical.
The study can be downloaded for free at www.chr.cornell.edu, according to the university.
Report by David Wilkening
David
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