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Walmart Goes South

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Carnival Cruise Lines: Exploiting a Sea of Global Opportunity
I must go down to the seas again, for the call of the running tide Is a wild call and a clear call that may not be denied –– John Masefield, The Seekers
I n recent years, the call of the sea has spurred the cruise business. Sea voyage, of course, have had an aura of mystique for centuries, but only in recent decades has the experience of the open sea and exotic ports of call been available to mass market.
Historically, the recreational sea voyage has been an essentially elitist endeavor. Certainly, members of the lower classes occasionally found themselves on the open sea, but usually as displaced job seekers or crew members aboard ships. In recent years, however, the cruise industry has undergone a sea of change of sorts, and demographic groups it now targets include the working middle class as well as the idle rich.

What’s a Cruise, and What Happened to the Cruise Industry?
A “ cruise” is a sea voyage taken for pleasure ( as opposed to, say, passage on a whaling ship, an assignment in the navy, or a ferry to get you from point A to point B). Typically, passengers enjoy cabin accommodations for the duration of a fixed itinerary that brings them back to their original point of embarkation.
There was a time when ships (called passenger liners) transported a certain class of people across oceans and seas for business or pleasure, but the advent of transoceanic air service after World War II offered a speedier and less expensive alternative, and airlines captured passengers from ocean liners. The competitive balance tipped decisively in the 1960s, when advances in jet technology made air travel a viable option for a growing mass market of budget- minded international travelers. Converting more shipboard space to low- priced accommodations, shipping lines countered with the reminder that “getting

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