Selling the Sea: An Inside Look at the Cruise Industry

Selling the Sea An Inside Look at the Cruise Industry The cruise industry is the fastest growing sector of the American leisure market.

Selling the Sea: An Inside Look at the Cruise Industry

Bob Dickinson, Robert H. Dickinson; Andy Vladimir

John Wiley &Sonc

1997

Abstract

Selling the Sea An Inside Look at the Cruise Industry The cruise industry is the fastest growing sector of the American leisure market. In the past five years alone, the number of first-time cruise ship passengers has increased by nearly 40%. And no one is predicting when this phenomenal growth will end. Who are the major industry players and what is the secret behind their success? How does the cruise industry operate, how is it financed, and what is the management philosophy that drives the most successful lines? What are the marketing and sales strategies that helped transform cruising from a luxury reserved for the social elite to one of America’s most popular leisure activities? And most importantly, where are the best opportunities in the cruising industry today, and where will they be tomorrow? In Selling the Sea, Bob Dickinson—the marketing genius most directly responsible for making the industry what it is today—answers all of your questions about the modern cruise industry, where it started, how it got to where it is today, and where it’s headed. Dickinson and fellow industry insider Andy Vladimir take you behind the scenes at Carnival, Royal Caribbean, Princess, Holland America, and other major lines to provide a firsthand account of what makes a successful cruise line tick. They describe the revolutionary management, marketing, and sales techniques that have led to cruising’s incredible growth over the past decade. And they offer valuable insights into what travel agencies can do to increase cruise sales and profits. In Selling the Sea you’ll also meet many of the women and men who work in the cruise industry, from senior executives and hotel managers to cabin stewards and waiters. In their own words, these often colorful characters tell you their stories and share their valuable insights and observations on what consumers want and what it takes to succeed in the leisure travel industry. Everyone who loves cruising will savor this rare behind-the-scenes view of the business and wonder at the tremendous amount of thought, imagination, and hard work it takes to create a carefree vacation experience. Selling the Sea is also fascinating and instructive reading for anyone who hopes to succeed in the business as well as for travel agents, hoteliers, airlines, suppliers, provisioners, and others who service this exciting growth industry.