Wish You Were Here
Magazine Online    The Authority On African-American Conventions, Incentives, & Leisure Travel
Industry Briefs
Carnival Corporation Launches New Brand, Creates New Travel Category

                             

Carnival Corporation & plc (NYSE/LSE: CCL; NYSE: CUK), the world's largest travel and leisure company, recently launched a new brand called fathom™ , defining a new travel category it is calling "social impact travel," that will offer consumers authentic, meaningful impact travel experiences to work alongside locals as they tackle community needs. What sets fathom apart is the long-term, systematic partnership approach with its partner countries paired with the unique business model that allows for sustained impact and lasting development. fathom's scale and global vision reach beyond what the world has ever seen.  

The company's first destination will be the Dominican Republic , a country known for its spectacular beauty but also a country where the average household income is approximately $6,000 USD a year and more than two million Dominicans do not have access to piped water.

fathom will operate as a standalone brand, the 10 th global brand in the Carnival Corporation family.

Beginning in April 2016, fathom will embark on seven-day voyages from PortMiami aboard the MV Adonia , a 710-passenger vessel redeployed from Carnival Corporation's P&O Cruises (UK) for the start-up of the new operation. Depending on their passions, interests and skills, travelers will have the opportunity to choose from a range of social impact activities and experiences both onboard and onshore.

              

Travel That Creates Enduring, Transformative Social Impact 

"fathom will cater to a growing market of consumers who want to have a positive impact on people's lives, and aren't always sure where to begin," said Arnold Donald , CEO of Carnival Corporation. "We believe travel is a meaningful way to allow for personal growth while making purposeful and engaging contributions to the world. We are so pleased that fathom  will give travelers a unique opportunity to work alongside local people as part of a larger scale effort that will demonstrably improve lives. Both our travelers and the local citizens will learn and benefit from the opportunity to serve together."

Donald brought in a non-traditional, social entrepreneur, Tara Russell , founder and chairman of Create Common Good (www.createcommongood.org), a food production social enterprise, to lead this effort. Russell will serve as President of fathom and as Global Impact Lead for Carnival Corporation. Russell established and led the team that has been working on the design and business model for fathom since late 2013.

"We created fathom to meet the real hunger in the world for purpose, while at the same time tackling profound social issues through a sustainable business model," said Russell. "We harness the assets and resources of the world's largest travel and leisure company and combine them with the talents and hearts of those working in social enterprises around the world.

"Travelers will work in partnership with proven, trusted local organizations on the ground to amplify their missions for far greater, sustained impact," Russell said. "Because fathom will bring hundreds of travelers to a destination on a regular basis, fathom can achieve focused and holistic, collaborative contributions in a broad region of the country – allowing fathom travelers to make a collective, transformative impact that they know will extend far beyond their involvement. They also will know they played an important role in ensuring the region flourishes. We are excited about making the Puerto Plata region of the Dominican Republic our first partner destination, and we are optimistic about taking all that is being built in and through fathom to other global destinations and to the broader Carnival corporate family."

According to Russell, the fathom team took an innovative design-thinking approach to deeply understanding both its travelers, as well as the needs identified by stakeholders across all parts of society in the Dominican Republic, and will continue to leverage the unique approach. 

"fathom will mobilize, educate and equip up to 700 travelers on every trip allowing for thousands of impact activity days per week – and tens of thousands of travelers a year to communities of promise, providing unprecedented scale for impact," said Russell. "fathom has been built differently, having worked carefully to ensure any and all efforts fathom travelers engage with are authentically impactful, scalable and sustainable. fathom's scale allows the opportunity to continuously innovate in the social impact space, while achieving holistic, transformational societal contributions that will help a broad region flourish."

Based on extensive market research, fathom has identified a sizable and growing market of potential social impact travel consumers – approximately one million North Americans who are strongly predisposed, in addition to global travelers already pursuing service-oriented travel experiences worldwide – who will be interested in this type of travel offering.

In addition, the company believes fathom will attract a significant number of travelers who have never before cruised. According to research, nearly 40 percent of the individuals who will book a social impact trip on fathom might otherwise never have chosen to cruise.

According to Russell, fathom will attract people of all ages and from all walks of life, but especially North American, U.K. and Australian citizens ages 20 to 60 years old who are eager to discover their individual gifts, and unleash their personal passions and talents to improve the world. The company expects to be particularly popular among:

  • Millennials – people in their 20s and 30s looking to make a difference in the world;
  • Parents seeking a way to open their children's eyes to other parts of the world in a meaningful way (approximately half of travelers are expected to be families); and
  • Adults 50+ years of age eager to find rewarding ways to help other people apart from writing a check.

"During the past 10 years, in countless conversations I have had with people eager to serve others and make meaningful societal contributions, there has been a common theme – people struggle to know where they fit in and often people have challenges finding trusted, easy ways to make a difference," said Russell. "fathom exists to address this desire and to create enduring, life-changing impact, both in the communities where fathom operates, and in the lives of the travelers who embark on one of our journeys, allowing for unique impact experiences before, during and after the trip."

Additional information can be found on www.carnival.com, www.hollandamerica.com, www.princess.com, www.seabourn.com, www.aida.de, www.costacruise.com, www.cunard.com, www.pocruises.com.au, www.pocruises.com and www.fathom.org

Advertisement