Headquartered in Miami, FL since 1973, the world's largest and most
profitable cruise company owns six brands: Carnival Cruise Lines,
Costa Crociere S.p.A., Holland America Line, Seabourn Cruise Line,
and Windstar Cruises. Combined, these lines operate a fleet of 43
cruise ships that sail to exciting destinations around the world.
Fourteen additional ships are scheduled for delivery between now
and the end of 2005.
Carnival currently operates 15 vessels, with six on order at a cost
of $2.6 billion.
Carnival also owns Holland America Tours, through which it operates
hotels, motor coaches, rail cars and excursion vessels in select
markets. Dickinson's goal is to see most of the world's luxury hotels
operating on water in the future. There's certainly room to grow,
Dickinson believes. Orlando, the home of Disney World, and Las Vegas
each attracted 70 million visitors last year. Carnival lines served
only seven million.
Dickinson believes Carnival can get more business by attracting
family vacationers. Budget cruises like the one offered on the ship
Imagination, are part of his business strategy. Priced at $500 per
person for five days, the cruise offers family-themed fun and all-you-can-eat
meals. But budget cruises like this one can tax the morale of the
ship's personnel, who earn just $1.50 per day, work in very hot,
difficult conditions, and must rely on gratuities from passengers
to make a decent wage. Dickinson's curious to see if the system
provides good results.
Next: On Board the Cruise Ship "Imagination"