Carnival’s Fathom Boss On 3 Key Customer Profile Targets
Corp. recently announced its 10th and most distinct brand, to be
known as ‘fathom.’ Starting with just one 700 pax ship, fathom will focus on
“meaningful travel experiences,” allowing pax to work alongside local
organizations and residents in ports-of-call to improve economic,
environmental and educational issues.
will be able to teach English, help cultivate plants, build water filters and
perform other useful endeavours, using the docked ship as their home base.
fathom President Tara Russell spoke to Cruise Weekand identified 3 key customer profile targets.
“The 1st is what we call a purpose-driven millennial,” she says. “A
young person, but really a little bit older millennial, who has a little bit
more time, a little bit more disposable income and is hungry to really marry
their values with everything they do: with the work they get involved with, the
products they purchase and with the travel experiences that they want to have.”
Russell says that these purposeful millennials are also hungry to have
experiences with like-minded fellow travellers.
The 2nd group is called mindful families. “These are families with
children 8 years and above who are trying to create meaningful memories that
they can enjoy long after the experience,” says Russell.
The 3rd key customer profile is someone between the ages of 40 and
65 going through a life transition. “Maybe they’ve just had a kid go off
to college, maybe they’ve just retired, maybe they’ve just lost a parent or a
loved one. We see this as a way that they can get involved in social impact
needs globally apart from just writing a cheque.”
All 3 have a common theme. “These people want to get engaged and involved, and
they just want to know where to begin,” says Russell.