President Obama's trip to Cuban provided the perfect backdrop for Carnival's latest announcement. The company's Fathom brand received permission from the Cuban government to stop at the island. The new Cuban-bound itineraries will start in May.
Look for other cruise companies to announce their Cuban plans soon.
Showing posts with label Fathom. Show all posts
Showing posts with label Fathom. Show all posts
Thursday, March 24, 2016
Tuesday, July 7, 2015
Carnival using Fathom to open up Cuba as a destination
Carnival is coming to Cuba in a roundabout way. The company will sail to Cuba in 2016 from Miami using its brand-new Fathom brand. This makes sense from a strategic standpoint and a political one as well.
First it enhances Fathom's unique selling point. The brand, which is focused on service and environmental oriented travel, can position themselves as one of the first opportunities for many Americans to visit and help in Cuba. The island has welcomed plenty of relief workers over the years, but this will open things to a wider and more diverse group of volunteers. Carnival can also use the smaller Fathom ships to build up its infrastructure on the island in anticipation of its other larger ships coming in the next few years.
Politically, using Fathom works in both Cuba and the United States. The brand is focused on education and giving back. This should work well with the State Department's gradual easing of restrictions. Fathom's passengers won't just be there to drink mojitos and take pictures of old classic cars. This should also appease any Cuban fears of the island being overrun with "ugly" Americans looking to change the country (and politics) overnight.
First it enhances Fathom's unique selling point. The brand, which is focused on service and environmental oriented travel, can position themselves as one of the first opportunities for many Americans to visit and help in Cuba. The island has welcomed plenty of relief workers over the years, but this will open things to a wider and more diverse group of volunteers. Carnival can also use the smaller Fathom ships to build up its infrastructure on the island in anticipation of its other larger ships coming in the next few years.
Politically, using Fathom works in both Cuba and the United States. The brand is focused on education and giving back. This should work well with the State Department's gradual easing of restrictions. Fathom's passengers won't just be there to drink mojitos and take pictures of old classic cars. This should also appease any Cuban fears of the island being overrun with "ugly" Americans looking to change the country (and politics) overnight.
Thursday, June 4, 2015
Can Carnival's Fathom project work?
Niche, specialty and theme cruises work. Cruise companies have been selling them for decades. But can a niche market support a 710 passenger ship year-round? Carnival is about to find out as it plans to launch it Fathom brand. Fathom will target those who want to mix social work/volunteerism with travel.
Initially the ship will travel to the Dominican Republic and passengers will be to teach English, help clean water or work in local food cooperatives.
Volunteer tourism is big business. Tens of thousands Americans travel globally to help those in need. Many of those opportunities are done through church groups or global non-profits. Will there be enough people who want to do it through the world's largest cruise line? After a day helping some of the Caribbean's poorest people, will they feel guilty about returning to their floating resort?
Carnival has enough marketing power to fill one small ship for a few months, so there is very little initial risk in the venture. But long-term, Carnival will have to find and develop a new customer base to support Fathom. It is a noble venture, so we hope they succeed, but we doubt that the people who want to spend their vacation helping others also want to spend time on a "fun ship."
Initially the ship will travel to the Dominican Republic and passengers will be to teach English, help clean water or work in local food cooperatives.
Volunteer tourism is big business. Tens of thousands Americans travel globally to help those in need. Many of those opportunities are done through church groups or global non-profits. Will there be enough people who want to do it through the world's largest cruise line? After a day helping some of the Caribbean's poorest people, will they feel guilty about returning to their floating resort?
Carnival has enough marketing power to fill one small ship for a few months, so there is very little initial risk in the venture. But long-term, Carnival will have to find and develop a new customer base to support Fathom. It is a noble venture, so we hope they succeed, but we doubt that the people who want to spend their vacation helping others also want to spend time on a "fun ship."
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