CLIA's 35th Anniversary Puts Spotlight on Remarkable Story of Growth & Evolution of Cruise Industry

FORT LAUDERDALE, Fla., March 15 /PRNewswire/ -- From converted transatlantic steamers carrying a few hundred passengers to 225,000-ton vessels carrying 5,400 guests; from shuffleboard and ping pong to wave riding, rock-climbing, waterparks and luxury spas: As Cruise Lines International Association (CLIA) celebrates its 35th year as the industry's leading trade association this year, a spotlight is shining on a dramatic transformation in cruising, cruise ships, and consumer expectations for vacationing. It is the story of bold visionaries, extraordinary technological advancement, bold marketing innovations and steady success despite significant challenges and obstacles. "Aside from computers and online technology perhaps, I don't know of an industry that evolved and transformed so profoundly and quickly as cruising. It would be hard to invent a story of such innovation and change. And yet it happened," said Terry L. Dale, president and CEO of CLIA.

Today, CLIA's 25 member cruise lines, which represent approximately 97 percent of all cruises sailed by North Americans operate more than 200 ships of all sizes in every part of the world. At least 118 of the vessels have been built since 2000; virtually all the others have been continually refurbished and modernized. Together, they will carry over 14 million passengers in 2010 and have an economic impact on the United States alone of more than $40 billion annually. In 2010, CLIA members will introduce 12 new ships ranging in capacity from 101 guests to 5,400 passengers, for a total investment of $6.5 billion. In all, 26 new vessels will enter the fleet between 2010 and 2012, representing an investment of nearly $15 billion and a net increase in capacity of 18 percent. But it was not always so.

In 1959, more travelers flew across the Atlantic Ocean than sailed on ocean liners, marking the quick demise of passenger shipping. By 1975, many shipping companies had begun experimenting with new ways to use ocean liners in order to stay in existence. Newcomers, known as the South Florida "upstarts," envisioned new concepts of vacationing at sea, first using existing ships and then quickly introducing new, purpose-built vessels.

CLIA was formed from a number of previous trade organizations to bring the industry together and promote a new kind of vacation. Warren Titus, an industry legend and president of Royal Viking Line, one of the new luxury cruise companies, was named CLIA's first chairman. Remembering the time he said, "To the best of my knowledge it was the first time an industry like ours joined together and tried to work together in the interest of the whole."

Cruising evolved quickly:

• In 1970, some 500,000 vacationers cruised
• In 1977, Princess Cruises served as the setting for "The Love Boat," a TV series that came into the homes of millions
• By 1980, 1.4 million vacationers had joined "The Cruise Revolution," CLIA's marketing theme at the time, and, convenient air-sea vacation programs provided new appeal
• In 1988, Royal Caribbean's revolutionary Sovereign of the Seas, with a nine-deck atrium, luxury spa, full-scale theater and other innovations, helped turn ships into authentic vacation destinations
• By 1990, CLIA member lines welcomed 3.6 million guests, and in 2010, 14.3 million are forecast to cruise, including 3.6 million from international markets, one of the industry's fastest growing segments
• In the 1990's a boom in new ships led to the first to top 100,000 tons – the Carnival Destiny. RCI's Oasis of the Seas, introduced in 2009, weighs in at over 225,000 GRT.
• Since 1980, the number of cruise passengers on CLIA member lines has grown at an average annual rate of 7.4 percent

New technologies enabled not just larger ships but bold new concepts in facilities, resulting in today's seagoing waterparks and full-scale luxury spas, often with their own private spa suite accommodations. There are shipboard bowling alleys and ice skating rinks. The largest ships offer several entire neighborhoods, each with its own theme or character, attractions and activities. Entertainment can feature world-acclaimed stars and groups, from Second City to Blue Man Group. In dining, the emphasis is on choice and flexibility, sometimes with a dozen or more options, and, increasingly, sophisticated and exciting enrichment programs are a regular feature of shipboard life.

Technology has also enabled the cruise industry to take a leadership position in finding solutions to environmental, health and safety issues. Rigorous recycling, energy conservation, ecological hull coatings, window tinting, propulsion and hull design, and partnerships with leading environmental organizations have helped create a new generation of increasingly "green" cruise ships.

Thirty-five years of innovations in ships and shipboard activities as well as the globalization of operations and itineraries and, most importantly, a continued commitment to provide the very best value across all price categories of cruising have helped to change consumer expectations, not only of cruising but of all vacationing. The popularity of international and multi-destination travel, interest in a variety of dining and entertainment experiences, demand for active and enriching vacations, and the insistence on quality and value are all expectations that modern cruising, by meeting them, can take pride in helping to nurture.

"The North American cruise industry and all its members can be very proud of their accomplishments," Dale concluded. "This is a truly amazing story and one that will continue to be even more exciting, thanks to continued innovation and strong industry partnerships."

For more information about CLIA, visit www.cruising.org.

About CLIA

The nonprofit Cruise Lines International Association (CLIA) is North America's largest cruise industry organization. CLIA represents the interests of 25 member lines and participates in the regulatory and policy development process while supporting measures that foster a safe, secure and healthy cruise ship environment. CLIA is also engaged in travel agent training, research and marketing communications to promote the value and desirability of cruise vacations and counts as members 16,000 travel agencies. For more information of CLIA, the cruise industry, and CLIA-member lines and travel agencies, visit www.cruising.org. CLIA can also be followed on Twitter @TerryAtCLIA and on the Cruise Lines International Association's Fan Page on Facebook.  

SOURCE CLIA