Carnival launches new “social impact” cruise brand

Fathom to give consumers “authentic, meaningful travel experiences”
Carnival Corp has launched a new cruise brand, designed to be “a new travel category” described as “social impact travel”.
The company said at a ceremony in New York that the new brand, called Fathom, would offer consumers “authentic, meaningful impact travel experiences to work alongside locals as they tackle community needs”.
“What sets Fathom apart is the long-term, systematic partnership approach with its partner countries paired with the unique business model that allows for sustained impact and lasting development. Fathom’s scale and global vision reach beyond what the world has ever seen,” it said.
As part of the move, for example, P&O Cruises ship Adonia will be redeployed for the new operation. The 710-passenger vessel will embark on seven-day voyages from Miami to the Dominican Republic, where the Puerto Plata region will serve as the company’s first “impact destination”.
Carnival said it would examine “needs, infrastructure to support social initiatives, enthusiasm for the Fathom concept by locals at all layers of society including country officials”.
TTG Digital