Carnival Corporation
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" >>>