History of Cruising (3)
by peremukShipping companies scrambled to fill berths any way they knew how, and pleasure cruising formed a big chunk of their survival strategy. It helped, but not enough — especially for older ships like the original Queen Mary, which had been built without air-conditioning. Within ten years, most of the world’s liner fleet would be mothballed or sent to the breakers. Only the strong survived — and the innovative. In 1966, Ted Arison, who would later form Carnival Cruise Lines, and KnutKloster, who would later form Norwegian Cruise Line, introduced the Sunward, a converted car/passenger ferry that debuted as a Caribbean cruise ship.
The Sunward began offering 3- and 4-day cruises from Florida to the Caribbean and back again, and the success of the venture quickly drew competition. In the years that followed, established lines such as Cunard and Holland America adapted their Old World–liner mentality to cruising, while brash new lines such as Carnival rebuilt cruising from the ground up, creating the kind of fun-in-the-sun, cruise-ship-as-vacation-destination experience that’s dominated the market for the past three decades. In 1977, the young cruise industry got a big boost when ABC debuted its TV series The Love Boat, which set up yet another new paradigm: cruise ship as romance machine. Using the real ships Island Princess and Pacific Princess (of the young Princess Cruises) as floating sets, the show was a veritable commercial for cruising, shown weekly in prime time for a full hour.
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