Research Paper (postgraduate) from the year 2008 in the subject Business economics - Business Management, Corporate Governance, London Business School (London Business School / INSEAD), language: English, abstract: This report examines the subject of profitable growth in the modern cruise industry by comparing the financial and operating performance and the management practices of the two leading cruise operators, Carnival and Royal Caribbean, over the twelve-year period from 1996 to 2007. During the past 40 years the cruise industry has evolved from a form of mere transoceanic transportation to an alternative vacation at sea. Despite growing at a CAGR of 7.7% since 1980, the penetration rate for the cruise industry is only 17%. In North America alone the cruise industry generated $20.6 billion in 2006. By comparison, the lodging industry in North America generated revenues of $133.4 billion during the same year. The cruise industry remains a relatively young industry. This is proven by the fact that, of the 168 million passengers that have cruised globally since 1990, 72% cruised in the past ten years and 43% in the past five years alone. The cruise industry has continually expanded to meet or boost demand: 40 new ships were built in the 1980s, 80 new ships were built in the 1990s, and 46 new ships are scheduled to enter the global market within the next four years. Even though there are more than 30 brands of cruise lines, only two companies dominate this industry: Carnival Corp & Plc (CCL) and Royal Caribbean Cruises Ltd (RCL). The cruise industry remains highly segmented by product-with a variety of brands targeting a wide array of price points, consumer needs, and itineraries-but by the end of 2007 Carnival and Royal Caribbean alone controlled about two-thirds of the global capacity, with shares of 45% and 21% respectively. Back in 1987, their estimated combined share of global capacity was only 11%. Up until 2000, Carnival and Royal Caribbean followed a

Examines several aspects of the cruise industry: where it started, how it got to where it is, and where it's headed?

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Cruises are also a great vacation option because of their diverse onboard activities suitable for all ages. Many ships feature thrilling waterslides, sky-high rock climbing walls, outdoor sports courts, buzzing arcades, interactive game shows, and much, much more. It is no surprise why voyaging out on a cruise ship is the utmost best vacation option when contrasted to all the alternative vacation options. Cruises offer vacationers unprecedented conveniences, unlimited access to ample onboard amenities, and the chance to visit multiple destinations without entirely mortgaging away your future to do so. In other words, cruises offer reasonable pricing for a memorable vacation experience and also offer all the luxuries that you eminently desire to be provided to you while vacationing. Embarking on a cruise ship as a passenger ultimately culminates in creating an indelible, captivating, and stimulating vacation experience, especially on the newer cruise ships that have more sensational activities than you can ever possibly experience.

The business of cruise tourism in recent years has commanded news media attention especially on issues of environmental pollution, passenger safety and worker rights, yet consumer interest in cruise vacations has not been adversely affected by negative publicity and it continues to grow at an average of 8-9% per annum. This unique mode of business focusing on the production and consumption of pleasure at sea and on land offers us an unprecedented opportunity to analyze the manner in which ongoing economic restructuring processes to bring about free markets in goods, services and labour can and does involve both life on land and at sea. This interdisciplinary analysis elicits an examination of states' relationship to the maritime regulatory structure governing ship ownership, management and operations, cruise lines' business strategies, development of port communities to capture cruise-related revenue, changing leisure consumption patterns and meanings, and the employment of foreign migrant workers as seafarers.