Overview

Princess Cruises is an American cruise line owned by Carnival Corporation & plc and managed within the company’s Holland America Group. Founded in 1965, the line began by chartering ships for seasonal Mexican Riviera and Alaska itineraries. It developed from a small operator into a global cruise brand serving American and international travelers, with routes spanning the Caribbean, Alaska, Europe, Asia, Australia and New Zealand, South America, and longer world voyages. Its corporate headquarters are in Santa Clarita, California, although the company is incorporated in Bermuda as part of Carnival Corporation’s international corporate structure. The brand’s early identity was shaped by its use of chartered vessels and by its close connection with popular culture. The television series The Love Boat, which premiered in the 1970s and was principally associated with Pacific Princess, gave Princess Cruises unusually broad public visibility and helped associate cruising with romantic, accessible leisure travel. The company has continued to reference that relationship in marketing and onboard programming. Princess ships have also appeared in other television productions, including the Sun Princess in the Columbo episode “Troubled Waters.” Ownership and fleet strategy changed substantially over the following decades. P&O acquired Princess in 1974, and the brand later benefited from P&O’s acquisition of Sitmar Line in 1988. The Sitmar transaction brought ships and new-build projects into the Princess fleet, while a program of purpose-built vessels in the 1990s and 2000s modernized the fleet. The Grand-class ships established a recognizable large-ship design language, followed by the Coral class for Panama Canal and longer-distance itineraries and the Royal class, which introduced larger ships with expanded public spaces and contemporary resort-style facilities. Princess also expanded beyond shipboard accommodation. Its Alaska business includes Princess Tours, which operates land programs and rail excursions connected with cruises, particularly in the Denali region. The line has developed and used private or exclusive destinations in the Caribbean, including Princess Cays in the Bahamas. Its onboard proposition combines accommodation, dining, entertainment, youth and family activities, wellness, shore excursions, and destination programming. The MedallionClass platform further emphasizes digital check-in, wearable or mobile guest identification, onboard ordering, and location-aware service, although the precise features vary by ship and itinerary. Princess became part of Carnival Corporation’s present dual-listed structure when P&O Princess Cruises merged with Carnival Corporation in 2003. The merger placed Princess alongside brands including Carnival Cruise Line, Holland America Line, Seabourn, Cunard, and P&O Cruises within the wider group. The brand’s fleet has since concentrated on large contemporary ships, including Royal-class vessels such as Royal Princess, Regal Princess, Majestic Princess, Sky Princess, Enchanted Princess, and Discovery Princess. The company also operates smaller or differently configured ships for selected destinations and longer itineraries. The line was heavily affected by the COVID-19 pandemic. The Diamond Princess outbreak in early 2020 became one of the first widely reported major cruise-ship outbreaks, and later incidents involving Grand Princess and Ruby Princess attracted intense scrutiny. Princess suspended operations, sold or transferred several older ships, and resumed selected sailings in 2021 under health and vaccination requirements that later evolved with public-health conditions. Today, Princess Cruises remains an active global premium cruise brand, combining destination-focused itineraries with a large-ship vacation model and the distribution, capital resources, and shared services of Carnival Corporation & plc.

History

Princess Cruises was established in 1965 when Stanley McDonald chartered Princess Patricia from Canadian Pacific for winter Mexican Riviera cruises from Los Angeles. The ship was not designed for tropical service and lacked air-conditioning, so Princess shifted to Italia, marketed as Princess Italia, for its early Riviera program. The company later chartered Costa’s Carla C, marketed as Princess Carla. Jeraldine Saunders began writing The Love Boats while associated with that vessel, a connection that would later become central to Princess’s public identity. P&O acquired Princess in 1974. The division received ships including Spirit of London, which became the first Sun Princess, and the former Sea Venture and Island Venture, which became Pacific Princess and Island Princess. Those ships later became strongly associated with The Love Boat television series. P&O also acquired Kungsholm, later operated as Sea Princess. In 1981 Princess introduced calls at Palm Island in the Grenadines, and in 1984 Royal Princess entered service after being christened by Diana, Princess of Wales. The company expanded its Alaska proposition in 1986 by acquiring Tour Alaska, later developed as Princess Tours, and introduced Princess Bay in the Caribbean. P&O’s 1988 acquisition of Sitmar Line substantially enlarged the Princess fleet. Sitmar-related ships and new-build projects included Sky Princess, Star Princess, Crown Princess, and Regal Princess. Princess Cays, developed in the Bahamas beginning in 1991 and opened in 1992, became an important private-destination product. During the 1990s the line moved from a predominantly inherited and second-hand fleet toward systematic modernization. Sun Princess entered service in 1995 as the first of the Sun class, while Grand Princess, delivered in 1998, introduced the Grand class and was then among the largest passenger ships ever completed. P&O separated its passenger division in 2000 to create P&O Princess Cruises. Princess headquarters moved to Santa Clarita in 2001. The line introduced Coral Princess and Island Princess in 2002, ships designed around Panama Canal limits and longer itineraries. In 2003 P&O Princess Cruises merged with Carnival Corporation in a transaction reported at approximately US$5.4 billion, forming Carnival Corporation & plc. Princess then operated as one of the group’s principal brands, with executive oversight ultimately connected to the Holland America Group. The 2000s and 2010s brought continued fleet rotation. Older ships were transferred to sister brands or sold, while the Royal class began with Royal Princess in 2013 and Regal Princess in 2014. Majestic Princess followed in 2017 with design and deployment emphasis for the Chinese-speaking market. Sky Princess entered service in 2019, followed by Enchanted Princess and Discovery Princess, completing the principal six-ship Royal-class group. The pandemic was the most disruptive period in the company’s history. Diamond Princess experienced a major outbreak in February 2020 during quarantine in Japan. Subsequent cases on ships including Grand Princess and Ruby Princess contributed to the suspension of Princess operations and intensified debate about cruise-ship health controls. During the pause, Carnival Corporation pursued capacity and cost reductions; Princess sold Sun Princess and Sea Princess and transferred or accelerated the transfer of Golden Princess and Star Princess to P&O Cruises Australia. Princess restarted in 2021 with Alaska voyages aboard Majestic Princess, initially requiring vaccination and additional protective measures. The brand has since returned to global operations while continuing to evolve its digital service platform, fleet, and destination portfolio.

2021
Operations resume
[7]Operations resumeprincess.com
Majestic Princess restarts selected Princess sailings with enhanced health requirements.
2020
COVID-19 operational shutdown
[3]COVID-19 pandemic on cruise shipsen.wikipedia.org
Princess suspends cruise operations amid the pandemic and begins fleet rationalization.
2013
Royal Princess launches the Royal class
[1]Princess Cruisesen.wikipedia.org
Royal Princess enters service as the first of Princess’s larger Royal-class ships.
2003
Carnival and P&O Princess merge
[1]Princess Cruisesen.wikipedia.org
The merger creates Carnival Corporation & plc and places Princess within the enlarged global cruise group.
2000
P&O passenger division becomes independent
[1]Princess Cruisesen.wikipedia.org
P&O spins off its passenger operations into P&O Princess Cruises.
1998
Grand Princess debuts
[1]Princess Cruisesen.wikipedia.org
Grand Princess enters service as the first major vessel of the Grand class.
1992
Princess Cays opens
[6]Princess Cays opensen.wikipedia.org
Princess introduces its exclusive Bahamian destination at the southern end of Eleuthera.
1988
Sitmar acquisition expands the fleet
[1]Princess Cruisesen.wikipedia.org
P&O acquires Sitmar Line, transferring ships and new-build projects into the Princess organization.
1984
Royal Princess enters service
[1]Princess Cruisesen.wikipedia.org
The purpose-built Royal Princess enters the fleet and is christened by Diana, Princess of Wales.
1974
P&O acquires Princess
[1]Princess Cruisesen.wikipedia.org
Peninsular and Oriental Steam Navigation Company acquires the cruise line and integrates it into its passenger business.
1965
Princess Cruises is founded
[1]Princess Cruisesen.wikipedia.org
Stanley McDonald establishes the company through a chartered seasonal cruise operation between Los Angeles and the Mexican Riviera.

Products and positioning

Premium, destination-oriented cruise vacations combining resort-style ships, international itineraries, entertainment, dining, and technology-enabled guest services.

Core service · 1965
Cruise vacations
Princess sells multi-night ocean vacations that combine transport between destinations with accommodation, dining, entertainment, recreation, and shore-excursion access. Itineraries range from short regional voyages to extended world cruises and are marketed to North American and international guests.
Cruise and tour package · 1969
Alaska cruise and land tours
The Alaska offering combines coastal cruises with land programs, including scenic rail transportation and excursions associated with Denali and other interior destinations. Princess Tours extends the brand beyond the ship and supports cruise-tour packages.
Ship class · 2013
Royal class
The Royal-class ships are large contemporary vessels designed around expanded public spaces, multiple dining venues, entertainment, pools, wellness facilities, family programming, and destination-oriented services. The class includes Royal, Regal, Majestic, Sky, Enchanted, and Discovery Princess.
Digital guest service · 2017
MedallionClass
MedallionClass uses a wearable OceanMedallion and connected digital services to support embarkation, identity verification, location-aware delivery, onboard reservations, and selected interactive guest features. Availability and functions can differ by ship and sailing.
Private destination · 1992
Princess Cays
Princess Cays is a cruise-oriented destination on Eleuthera in the Bahamas. It provides beach, dining, recreation, and shore-excursion facilities and is also used by selected sister brands within Carnival Corporation’s portfolio.

Controversies

2021
Carnival discloses potential data breach affecting cruise brands
In a controversy note concerning Princess Cruises, Carnival disclosed that a data breach might have exposed personal information about customers and employees of Carnival, Princess Cruises, and Holland America Line. The disclosure stated that the breach potentially affected these three cruise brands. No further details regarding the cause, scope, or consequences of the incident were provided in the source summary.
Source
2021
Carnival discloses personal data breach
Carnival disclosed that it had detected unauthorized access to its computer systems in March. The company stated that the breach affected personal information of some guests, employees and crew. It also said there was evidence indicating a low likelihood of the data being misused.
Source
2021
Carnival discloses customer and workforce data breach
Carnival disclosed that attackers accessed portions of its IT systems and personal information relating to some guests, employees, and crew. The accessed information included personal, financial, and health data. Carnival also warned affected people of a low likelihood of misuse.
Source
2020
Diamond Princess COVID-19 outbreak
The outbreak aboard Diamond Princess during quarantine in Yokohama infected 712 of the 3,711 people on board according to contemporary accounts. Japan’s quarantine procedures and Princess’s initial risk assessment and communications were subject to international criticism.
Source
2020
Ruby Princess outbreak and disembarkation controversy
Ruby Princess became associated with a major COVID-19 outbreak in Australia. The circumstances surrounding passenger disembarkation and public-health handling prompted investigations, legal proceedings, and significant criticism.
Source
2020
Couple sues Princess Cruises over alleged bed bugs
Connie Flores and her husband filed a complaint against Princess Cruises alleging that their stateroom aboard the Emerald Princess was infested with bed bugs during a cruise to Mexico. The complaint alleges negligence, and the couple seeks $75,000 in damages. Princess Cruises said it was sorry to hear of Flores's concerns and described its stateroom inspection and cleaning practices.
Source
2020
Lawsuit alleges negligence by Princess Cruise Lines over coronavirus exposure and passenger care
A Texas woman filed a lawsuit against Princess Cruise Lines alleging that the cruise line knowingly exposed her and her husband to coronavirus, failed to warn them, and delayed medical care. The lawsuit seeks damages; the supplied report does not establish a court finding.
Source
2019
Princess Cruises apologizes over workers’ Maori attire
After photos surfaced of non-native workers dressed in Maori garb at a Princess Cruises tent in Tauranga, the company apologized and said ship management withdrew the crew members from the area to prevent further cultural insensitivity.
Source

Marketing campaigns

1977The Love Boat association
United States · International
Princess supported and later leveraged the visibility created by the television series The Love Boat, which used Pacific Princess and other Princess-associated settings. The association helped make cruising familiar to a mass television audience.
Outcome. The program became a durable part of Princess Cruises’ brand heritage and continues to be referenced in marketing and guest experiences.
Source

Brand decisions

2021
Restart operations with health requirementsStrategy
Background
Cruise lines resumed service under evolving government and public-health rules after the pandemic shutdown.
Action taken
Princess restarted with a Majestic Princess Alaska voyage and initially required guests to be vaccinated before departure, alongside masking and distancing measures.
Aftermath
The restart began the line’s gradual return to normal global operations.
Source
2020
Fleet rationalization during the pandemicStrategy
Background
The suspension of cruising created severe operating pressure and Carnival Corporation announced efforts to reduce costs and fleet capacity.
Action taken
Princess sold Sun Princess and Sea Princess and transferred or accelerated transfers of Golden Princess and Star Princess to sister operations.
Aftermath
The brand emerged from the shutdown with a younger, more concentrated fleet.
Source
2010
Order the Royal-class shipsProduct launch
Background
Princess sought larger purpose-built ships to modernize its fleet and expand capacity.
Action taken
Carnival Corporation signed a Fincantieri construction agreement for two new Princess ships of more than 140,000 gross tons, later identified as Royal Princess and Regal Princess.
Aftermath
The Royal class became the foundation of the modern Princess fleet and was subsequently expanded to six ships.
Source
2003
Merge with Carnival CorporationM&A
Background
P&O Princess Cruises and Carnival Corporation sought to combine their operations and brands in a consolidating cruise market.
Action taken
The companies completed a merger creating Carnival Corporation & plc, with Princess becoming part of the enlarged group.
Aftermath
Princess gained access to the resources and shared structure of the world’s largest cruise operating group at the time.
Reported transaction value. (2003)
Source

Recent events

2021.12.20
Reported2021.12.22
Jabil and Carnival unveil Princess Medallion manufacturing partnership[20]Jabil 与 Carnival 揭幕 Princess Medallion 制造合作iconnect007.com
Jabil and Carnival Corporation partnered on manufacturing and fulfilling the Princess Medallion in the Dominican Republic; the companies officially unveiled the wearable device's manufacturing line at Jabil's Bajos de Haina facility on December 20.
2021.10.19
Reported2021.10.19
Princess Cruises announced 50% off select cruises for first responders and medical professionals[21]Princess Cruises宣布为急救人员和医疗专业人员提供精选邮轮航程五折优惠prnewswire.com
Princess Cruises announced a 50% discount on select cruises sailing from North America through February 2022 for U.S.-based active first responders and medical professionals. The booking deadline was December 31, 2021.
2021.10.19
Reported2021.10.19
Princess Cruises appoints John Padgett as president[22]公主邮轮任命约翰·帕吉特为总裁finance.sina.com.cn
Carnival Corporation announced that John Padgett formally succeeded to the role of Princess Cruises president and would oversee operations of its entire fleet.
2021.10.15
Reported2021.10.15
Emerald Princess returns to cruise service[23]Emerald Princess 恢复邮轮运营prnewswire.com
Princess Cruises marked Emerald Princess's return to service on October 15, 2021, as the ship departed Los Angeles on a 15-day Panama Canal cruise and welcomed its first guests back onboard.
2021.06.18
Reported2021.06.18
Carnival discloses potential data breach affecting cruise brands[15]Carnival discloses potential data breach affecting cruise brandsyahoo.com
Carnival disclosed that a data breach might have exposed personal information about customers and employees of Carnival, Princess Cruises, and Holland America Line.
Unconfirmed
Carnival discloses personal data breach[16]Carnival discloses personal data breachitnews.com.au
Carnival disclosed that it had detected unauthorized access to its computer systems in March. It said the breach affected personal information of some guests, employees and crew, and that there was evidence indicating a low likelihood of the data being misused.
2021.03
Reported2021.06.17
Carnival discloses customer and workforce data breach[17]Carnival discloses customer and workforce data breachbleepingcomputer.com
Carnival disclosed that attackers accessed portions of its IT systems and personal information relating to some guests, employees, and crew. The accessed information included personal, financial, and health data. Carnival also warned affected people of a low likelihood of misuse.
2020.09.09
Reported2020.09.09
Princess Cruises announces 2021–22 Australia and New Zealand itineraries[24]Princess Cruises宣布2021至2022年澳大利亚和新西兰航线travelagentcentral.com
Princess Cruises announced new itineraries for its 2021–2022 Australia and New Zealand season, including an Australia-based 2022 World Cruise. The voyages were scheduled to open for sale on September 15, 2020.
2020.06.01
Reported2020.06.01
Wong family sues Carnival and Princess Cruises over COVID-19 death[10]Couple sues Princess Cruises over alleged bed bugsclickorlando.com
The family of Ronald Wong, who died after contracting COVID-19 following a Grand Princess voyage, is suing Carnival and Princess Cruises. The family says the cruise line and its parent company should have known a passenger on the previous voyage had coronavirus.
2020.04.18
Reported2020.04.18
Family sues Princess Cruises over COVID-19 risk disclosure[11]Couple sues Princess Cruises over alleged bed bugsdailymail.com
The family of a man who died from coronavirus after traveling on the Ruby Princess filed a lawsuit against Princess Cruises, accusing the cruise line of being reckless with passengers.