Introduction Cruise industry is an international sector that is growing faster offering tourism, leisure activities, and travel services. There have been several important changes in the industry in order to offer facilities that are comfortable and affordable. Cruise companies are competitive in the world market through improved commercial strategies and investment in research in order to offer high quality services. The industry is modern to serve customers through specialised services. These include small sized ships, vessels for sailing as well as yachts to access remote destinations where larger liners are prohibited. Cruise Industry began in the year 1970 with the first industry in North America. Since then, it became popular offering tourism services and reaching many people all over the world. Cruise industry has many ports as well as destinations where personnel come from all continents (Berger, 2004). Description of Cruise ship industry Cruise ship industry has many large ships with the capability to offer facilities such as venues for celebrations, services for children, opportunities for enhancement, sports grounds and health facilities. The industry has improved designs for ships and provision of new ports. The cruise operators have customised services where ships offer transport services to all customers as well as ensure that they increase income obtained through variety of services offered. There are challenges that Cruise Industry faces which include competition, increased capacity and failure of destinations to accommodate large ships. Cruise industry attracts new customers to the sector as well as takes care of the demands of the existing ones. The industry continues to grow and expand the products offered and identify the needs of different customers. There is a need to know the behaviour of customers as well as their expectations, what satisfies them and their motivations. The industry recruits skilled workforce for managing all the activities so that the services offered to the customers are of high quality (Berger, 2004). The capacity of passengers has increased because of the large ships that increase the amount of revenue generated. This also increases a profit due to the economies of scale and the industry able to benefit. When new ships are designed, their sizes dictate the cruising routes to be followed because the big ones can only pass through the Mediterranean ponds. The tall superstructures make them unsuitable in oceans that have strong winds such as the pacific. The sectors in the Cruise Ship Industry have increased number of passengers where it caters for all the classes in the market. Globalisation in the Cruise ship industry helps to internationalise ownership and reduce players who are involved in the business (Chin, 2008). Overview of Two Major Cruise Corporations Carnival Corporation Carnival Corporation operates globally and is among the largest companies all over the world. The brands available are Holland America line, Seabourn, Carnival cruise, Costa Cruises as well as Princess. The brands offer products for vacation to customers according to the leisure time, languages spoken and cultures. The tour company called Princess Alaska and Yukon in Canada attracts more than ten millions people in one year. The services offered to guests are of a high quality at an affordable rate, which enablesCarnival to make profit. The stock of Carnival trades in London and New York using symbol CCL. Headquarter of Carnival is in Florida and London and operates one hundred ships with two hundred thousand guests, at least 277, 000 people who sail any time and 77, 000 employees to work in the ships. Carnival has eleven brands, which are controlled in a geographical location. The Corporation controls the operations in the United Kingdom and North America. Ted Arison who was the pioneer of the industry begun Carnival Corporation in the year 1972. The corporation sold its shares in the year 1987, which were amounting to 20% of the total number of shares owned by the company. The capital generated helped the company expand through acquiring other companies. The name was changed to Carnival Corporation in 1992 and expansion continued up to the year 2000. During the month of September 1997, Pan Am Corporation purchased Carnival Corporation, which later faced economic challenges due to the rapid expansion. It was declared bankrupt and the flights scheduled for February 1998 were postponed (Douglas, 2004). Royal Caribbean Cruises Royal Caribbean Cruises is a global company that offers vacation services with forty-one ships and six brands. There are services and onboard activities offered, which include sun decks, simulated surfing, and facilities for exercise, rock climbing and Royal Promenades. It operates mid-sized ships that have been updated according to the modern improved technology. Royal Caribbean dinning places are flexible where people stay together to have lunch or breakfast and they can book the services in advance. The activities during the day include rock climbing, golf courses as well as fitness activities. Evening entertainments are Vega-style shows that are impressive to all the people who enjoy them. There is music for entertainment in public rooms and ice show, which are a unique performance as well as street performers who are found only in this ship. The accommodation includes ocean view cabins, suites, grand pianos and balcony cabins. The passengers are provided with private lounge, which is a privilege for those who are most frequent customers. The ships for Voyager class have promenade view and inhabitants use bird’s eye view to see the city. Internet is available to all passengers at an affordable rate in the cafes where they are charged according to the amount of time spent. Royal Caribbean cruises were begun in 1960 where the owners wanted to expand rapidly in the United States of America. The company has introduced shipboards since the first ships because of innovations. In 1990, there was a challenge to design a ship that could be used everywhere. The ships that were available could not be used for cruising all over the world. This led to change in 1995 when new ship was designed for the new era. The ship was for Sovereign class, small, bigger cabins, passengers enjoyed more space, open deck and most luxurious (Douglas, 2004). There has