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date: 06 May 2021

Abstract and Keywords

This article reviews some of the pricing challenges faced by major cruise lines and how they respond to these challenges. Today, cruise lines initially set base rates that serve as initial selling rates. During the booking horizon, stateroom or cabin category prices are then adjusted for each cruise. The article focuses on the process and decisions made to adjust cruise prices during the booking horizon rather than on how the initial base prices are set. It also considers the pricing practices of cruise lines with US-based cruises, since over 80 per cent of cruise embarkations in 2006 were from North American ports and 78 per cent of the world's cruise passengers lived in the United States. Carnival Cruise Lines, Royal Caribbean International, Disney Cruise Line, Norwegian Cruise Line, Holland America Line, Princess Cruises, and Celebrity Cruises are examples of cruise lines whose operations are consistent with the themes presented in the article.

Keywords: cruise lines, price setting, booking horizon, rates

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