Request Refusal: Fun Ship Slams Door on Under-21 Crowd
The world's largest cruise line finds itself in a difficult position. Carnival climbed to the No. 1 spot by promoting fun at sea and pitching its appeal to younger customers who were drawn to on-board discos, swim-up bars, and hassle-free partying. But apparently the partying of high school and college students went too far. Roving bands of teens had virtually taken over some cruises in recent years. Travel agents complained of "drunken, loud behavior," as reported by Mike Driscoll, editor of Cruise Week.
To crack down, Carnival raised the drinking age from 18 to 21 and required more chaperoning of school groups. But young individual travelers were still unruly and disruptive. Therefore, Carnival instituted a new policy, effective immediately. No one under 21 may travel unless accompanied by an adult over 25. Vicki Freed, Carnival's vice president for marketing, said, "We will turn them back at the docks, and they will not get refunds." As Demetrice Hawkins, a Carnival marketing manager, you must respond to the inquiry of Elizabeth Neil, of Leisure World Travel, a Chicago travel agency that features special spring- and summer-break packages for college and high school students.
Leisure World Travel has been one of Carnival's best customers. However, Carnival no longer wants to encourage unaccompanied young people. You must refuse the request of Ms. Neil to help set up student tour packages. Carnival discourages even chaperoned tours. Its target market is now families. You must write to Leisure World Travel and break the bad news. Try to promote fun-filled, carefree cruises destined for sunny, exotic ports of call that remove guests from the stresses of everyday life. By the way, Carnival attracts more passengers than any other cruise line-over a million people a year from all over the world. Over 98 percent of Carnival's guests say that they were well satisfied.
Your Task. Write your letter to Elizabeth Neil, Leisure World Travel Agency, 636 South Michigan Avenue, Chicago, IL 60605. Send her a schedule for spring and summer Caribbean cruises. Tell her you will call during the week of January 15 to help her plan special family tour packages.