Abstract

The caselet provides details on the business operations of Carnival, the world’s leading cruise company. The 9/11 attacks and recession in the US economy hit the travel industry hard. The caselet discusses the measures taken by Carnival to tide over the crisis. This includes the new service offerings made by the company. Finally, the caselet outlines the opportunities and threats that are involved in Carnival’s business operations.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Opportunities and Challenges in US travel industry
• Marketing strategies of US cruising companies
• and Perishability of services.

Keywords

Carnival, Vacation Packages, 9/11 Attacks, Recession, Vacation Spending, Consumer Behavior, Price Conscious Customers, Acquisition Strategy, Brand Portfolio, 'Yachts Of Seabourn', 'Funships', Queen Mary 2, P&O Princess, Marketing Strategies, Micky Arison, Baby Boomers, Fuel Costs, Seasonality