Carnival debuts fathom brand devoted to voluntourism

Carnival Corp. has announced a new concept in cruising, offering passengers cruises to a destination in order to volunteer there.

A new brand, fathom, was launched as part of the new strategy, and the 710-“Adonia”, a redeployed P&O ship will be dedicated year round for the trips. Its first voyage will be to set sail in April 2016 for 7-days from Miami to the Dominican Republic.

“It’s so different that we don’t call it a cruise,” fathom president and Carnival Corporation’s new head of global impact, Tara Russell said, per Miami Herald.

According to news source AF, passengers will be given orientations, basic Spanish lessons and other training in lieu of Broadway shows and casino nights, as well as a choice of activities in Puerto Plata ranging from building water filters to cultivating cacao plants for a women’s chocolate-making cooperative. While not taking part in volunteer work, passengers can enjoy traditional activities such as windsurfing and hiking.

“It’s not that we’re going to shy away from fun, it’s just going to be really different,” Russell said.

fathom is expected to gain interest from three key customer groups, the paper reports: older millennials who have some disposable income; families with kids age eight and over who are looking for meaningful vacation experiences and older adults who have been in the workforce for decades and want to give of their time, not just donate money to a cause.

Carnival said in order to retain a “sustained impact and lasting development” the trips will take place on a regular basis.

The move is also expected to have two positive effects for Carnival – and potentially the greater industry – as it is expected to also attract a fresh batch of clientele whom may have never considered cruising before, and also potentially bringing onboard a younger audience to the high seas.

As the cruise industry averages around a 60% repeat customer base, thereby by attracting new cruise audience, it could potentially have a ripple effect for the industry at large in the years to come.

Carnival Australia ceo Ann Sherry described the brand as a ground-breaking move for the tourism industry.

“We know from our own experience in the Pacific Islands that cruise ships are uniquely able to take travellers to remote areas and to generate much needed economic opportunities for island communities as part of our commitment to sustainable tourism,” Sherry said.

The 7-day cruise starts at US$1540 per person, and Carnival said a portion of revenue from ticket sales would go to partner organisations to cover ground activities, as well as toward funding for the partner organisations’ missions.

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carnival cruise cruising fathom social volunteer