Before the end of this decade, the future of Star's business will be in China, where steadily rising incomes and more free time are allowing mainlanders the opportunity to think about overseas vacations. So the audience and Star's marketing strategy seem to be coming together at the right time. Many businesses have lost their shirts betting on rapid reforms in China that never came, though the nation's entry into the World Trade Organization sometime later this year suggests that significant change is indeed on the way. And continued growth outside China should be sufficient to fill the thousands of new berths Star is adding. But this is a high-stakes game even for a firm that is the offspring of a gambling concern.
New ships are expensive.
While awaiting the hoped for flood of Bermuda-shorts clad mainlanders, Star will have to keep neophyte sailors like the Chen family happy. The cruise line might even have to launch some mystery cruises. All Rights Reserved. Terms under which this service is provided to you. Read our privacy guidelines .