Carnival Corp. Announces New Social Impact Travel Brand, Fathom
Written by: Amanda Bailey on June 08, 2015
Last week, Carnival Corporation made headlines with the launch of their new brand, fathom™. The world’s largest travel and leisure company also defined a new travel category, “social impact travel.”
With Fathom’s launch, Carnival Corporation has set a precedent in the cruise industry by giving socially-minded travelers an accessible, structured way to participate in what has often been called “voluntourism.”
Fathom will offer travelers immersive experiences to work side-by-side with locals in cruise destinations to address community needs. To do so, the brand will form long-term partnerships with specific countries to make a continued, constructive impact in these regions.
“Fathom will cater to a growing market of consumers who want to have a positive impact on people’s lives, and aren’t always sure where to begin,” said CEO of Carnival Corporation, Arnold Donald, in the press release.
The philosophy behind ‘social impact travel’ is that travelers and locals both stand to benefit and gain understanding from working together toward a common goal. Fathom passengers will use their cruise ship as a base, and spend their time in ports helping to improve economic, environmental and educational conditions there.
The first destination Fathom has chosen to partner with is the Puerto Plata region of Dominican Republic, known for its natural beauty, and for its range of structural and social needs. Fathom has partnered with two local organizations with strong community ties to ensure a significant, sustainable impact.
The first 7-day Fathom voyage will embark in April 2016 on the Adonia, a 710-passenger vessel that currently sails for Carnival’s P & O Cruises in the UK.
Depending on their passions, interests and skills, travelers will have the opportunity to choose from a range of social impact activities and experiences both onboard and onshore.
Typical cruise excursions and onboard shows will be swapped out for culturally enriching programs like Spanish language lessons, and the meals will feature Dominican specialties.
A portion of each Fathom fare will go to its partner organizations in the Dominican Republic, and to help fund the brand’s operations.
Eventually, Carnival plans to expand Fathom to other destinations, and apply its most successful initiatives to the company’s other brands.
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