Some cruise lines are direct descendants of the traditional passenger shipping lines, while others were founded from the 1960s on specifically for cruising. A wave of failures and consolidation in the 1990s has led to many lines existing only as “brands” within larger corporations to offer different levels of quality and service. For instance, Carnival Corporation owns both Carnival Cruise Lines, whose former image were vessels that had a reputation as “party ships” for younger travellers, but have become large, modern, and extremely elegant, yet still profitable, and Holland America Line, whose ships cultivate an image of classic elegance.
Currently the five largest cruise line operators in the world are Carnival Corporation & plc, Royal Caribbean Cruises Ltd., MSC Cruises, Star Cruises and Louis Cruise Lines.
