Carnival launches social-impact line
Fathom’s tours will take travellers to foreign lands to help local residents
Help a lot of people and make a little money. That appears to be the mantra behind the launch of Carnival Corporation’s new cruise line, fathom.
Last week, when Carnival called the media to the United Palace Theatre in New York we were all expecting an announcement about a new cruise line. But not this. Social-impact travel is the best way to describe what Carnival Corporation is trying to achieve with its 10th cruise line.
Fathom will take cruisers to foreign countries for the purpose of helping local residents.
Arnold Donald, CEO of Carnival Corporation was blunt in his assessment of the new line: “We’re not shying away from the reason for this line. It’s for-profit but it’s such an efficient and sustainable way to deliver social impact.”
Tara Russell, fathom’s president, appears to be the perfect choice. She has a business background and is the founder of Create Common Good.
The first destination for fathom will be the Dominican Republic — specifically the northern half, where Carnival is building its newest port — Amber Cove at Puerto Plata.
While in the Dominican Republic, passengers will contribute by teaching English, introducing water purification initiatives, and assisting a women’s co-operative that harvests cocoa to make organic chocolate.
The seven-day cruises will homeport in Miami, with the first one scheduled to sail in April 2016. It’s not cheap. Prices start at $1,540, well above normal for a sevenday Caribbean cruise. However, a portion of each fare will go to the charities on the ground that operate participating projects.
The cruise line is starting off small with P& O’s 730-passenger Adonia, which will be transferred to fathom early next year.
En route to the Dominican Republic, foods of the country will be served and part of the sea days will be used to train participants for what to expect when they arrive. On the ground, they’ll be busy for just over three days. But each passenger decides how much time they’ll volunteer.
The cruise line is expecting millennials to dominate the demographic, along with families who want their children to experience benevolence, and retirees who have time and skills that are needed.
I doubt the Corporation would’ve launched this line in the climate it faced a few years ago. Millions watched after the Carnival Triumph lost power for days before being towed to Mobile, Ala. The Costa Concordia, another Carnival Corp. ship, sank off the coast of Italy.
Time has changed the climate. Costa built a new ship, the Diadema, and was one of the first lines into China, where it now has three ships. The signature brand, Carnival, experienced a resurgence when it brought in entertainers Journey, Lady Antebellum, The Band Perry, Heart and others for its Carnival Live shows. And now a line known for cruises of seven days is featuring Carnival Journeys of 10 to 12 days.
Let’s hope the other nine brands in Carnival Corporation pick up some of fathom’s DNA. Fathom is now on sale at fathom.org
PHIL’S PICK OF THE WEEK
There is always a hunt for cruises where the single supplement is waived and I’ve found one on the river. Uniworld is waiving it on a variety of 2015 cruises. Destinations include: Bordeaux to Bordeaux Budapest to Passau Basel to Amsterdam and more Keep in mind that these solo offers are capacity controlled. It’s best to call a cruise agent on this one or contact uniworld.com.
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