Carnival Pulls Sole Ship From Socially Conscious Fathom BrandBy
Weeklong Dominican trips had been slashed to $249 this year
Company’s other ships will provide volunteer opportunities
Carnival Corp. will no longer have a dedicated ship sailing under its socially conscious Fathom brand.
The world’s largest cruise operator will instead offer passengers the chance to do volunteer work in the Dominican Republic and Cuba on Fathom voyages aboard ships sailing under other brands such Carnival and Princess Cruises, spokesman Roger Frizzell said Wednesday in an interview.
Carnival introduced the brand last year as a way to capture what it said was a growing market for customers who wanted to do good deeds while on vacation, such as teaching English or working in an artisanal chocolate cooperative. The Miami-based company dedicated its 704-passenger MV Adonia ship to the new line, but response for the Dominican Republic itinerary in particular was weaker than expected and Carnival slashed prices on that route to as low as $249 for weeklong trips earlier this year.
“When you just have one ship it’s very difficult to market,” Frizzell said.
The brand will continue to be operated as one of the company’s 10 cruise lines and Tara Russell, Fathom’s president, will remain in that role, Frizzell said. The company will market socially conscious land excursions as part of regularly scheduled sailings on other lines to the Dominican Republic and Cuba. The Adonia will sail under the company’s P&O Cruises brand in the U.K. beginning next summer.