Rebrand of Carnival Cruises

CARNIVAL CRUISES REBRAND

RESEARCH

Who are Carnival Cruises?

The company provides a unique voyage experience for its customers, where they can sail to several regions such as Europe, the Bahamas, The Caribbean, Hawaii etc. The company is renowned for being one of the best for families. The experience consists of various onboard activities, such as a unique dining experience, entertainment (theatre, outdoor movies), and other activities such as Spa, Massage, Fitness classes.

Some destinations have unfortunately been cancelled due to the pandemic; however, bookings are available for plenty of destinations subject to proof of vaccination and PCR Tests.

Critics View

Carnival Cruises is rated 3.8 out of 5 at cruise critic

Customers have had mixed reviews and have especially liked the fact that they are hospitable, and the cuisine, as well as the dining experience, is very much liked. The rooms, balcony, the cabin was also mostly liked as well as the fact that many people over the age of 50 were booking cruises. The cabin and rooms were spacious enough for people of 2.
Moreover, the customer service department of the company has had its share of criticism, and rebranding could help them regain its reputation.
There has also been criticism regarding the fact that the smell of cigarettes could be spread across the whole ship, which suggests they have not recognized there could be an issue regarding allowing smoking, an option could be to add a smoking room.
The staff were also very much appreciated, they were helpful patient and professional.

HOW THE BRAND WILL SUIT TO MILLENNIALS

Personalized Experience
Through research, Millennials tend to prefer personalization of a certain product, in the current scenario with Carnival Cruises, customers already have a plethora of destinations, activities to choose from.
However, since those options are available for everyone, Carnival Cruises will need to discover a way where they can personalize a unique experience for a respective customer. The following can be achieved by developing customer profiles, where the service takes time to understand who the customer is and understand their needs, wants, and expectations.
Moreover, it is not possible to exceed or everyone’s expectations or please everyone, it is important to be aware of the audience the company has.
Furthermore, since there have been few criticisms of customer service, employees should be trained to be dealt with customers daily, since dealing with customers emotions is a way to create a personalized experience.

Trust

The company has maintained a respectable reputation despite the critics, it is in the list of the top 10 cruise lines, which suggests it is an established brand already, however, there is room for improvement and a rebrand can help increase the trust between customers and increase its market share since the competition is highly competitive.

How can they stand out?

Furthermore, in the competition itself, the companies offer similar kinds of services, activities, and entertainment for their customers. A rebrand is an opportunity for the company to stand out, which can be accomplished through a new logo, or a new brand strategy.
In the age of digitalization, the brand needs to have a social media team to interact with their audience by posting offers, updates regarding the bookings, as well as embracing their brand's personality. The company’s main aim should be to remain relevant on social media, as the whole world looks for entertainment through social media platforms.
Another option is to practice Corporate Social Responsibility, which suggests that the company itself cares about the wellbeing of the society, and it satisfies Millennials as well as shareholders.

THOUGHT BEHIND THE NEW NAME

Names of competitors:

Costa Cruises
MSC Cruises
Princess Cruises
Norwegian Cruise Line
Royal Caribbean International
Celebrity Cruises
Viking Ocean Cruises
Disney Cruise Line
Regent Seven Seas Cruises
Holland America Line

The competitors typically use the term “cruises”, along with a familiar name to complete it. Cruises are known to be adventurous and are an element of “fun”, the name should have an attribute of fun, related to cruise, and be familiar as well.

What elements could inspire a name?

Cruises are known to be adventurous and are an element of “fun”, the name should have an attribute of fun, related to cruise, and be familiar as well. It also depends on the type of brand strategy the company is going towards, since the name “Carnival Cruises” screams fun, it is necessary to remain with the same attributes when rebranding. However, we have to keep in mind as well people go for adventures to disconnect from reality, and to enjoy some quality time, with the addition of this info, “adventure” suits it since people are likely to go to an adventure or a holiday to be in search for peace in the fast paced life.

New Name – HYATT ADVENTURES

Personality traits:

Fun
Thrill
Exhilarating
Adventure
Comfort
Hospitable
Caring

The name chosen was simple however there was a lot of thought put into it, some other options were:

Hyatt Cruises
Hyatt Cruise Line
Hyatt Cruise International
Hyatt Expedition

However, to conclude, Hyatt Adventures felt the best fit as it was specific enough to be in people’s minds that it the company is owned by Hyatt, which has a massive reputation, and “adventures”, suggests that customers will have an experience they will never forget when they hop onto the cruise. Other options did not fit the attributes of the previous name and would take away the originality since there is not a whole lot which is changing.

The name also fits well alongside the subsidiaries of Hyatt

Other subsidiaries of Hyatt:

Hyatt House
Hyatt Place
Hyatt Regencies
Hyatt Centric

The name is familiar enough for people to recognize and have it as an option. Furthermore, the rebranding provides an opportunity for the company to grow further.

Anas Zubair

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