Holland America Line Case Study

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Holland America Line (HAL) has grown into a sustainability leader in the global cruise line industry. HAL, headquartered in Seattle, Washington, was founded as a shipping and passenger line in 1871and in 1895 offered its first vacation cruises. Since the early stages HAL has always sought to become a leader in sustainability, in 1989 it became a wholly owned subsidiary of the Carnival Corporation. This was a huge play for HAL because, Carnival Corporation was the largest company in the cruise line industry, dominating 52% of the market. Since joining Carnival, HAL has been one recognized as a leader in the cruise industry in its environmental sustainability. HAL has been a recipient of many prestigious awards for their efforts in sustainability. In 2006, they received the Green Planet Award, which recognized eco-minded hotels, resorts, and cruise lines for outstanding environmental standards. 71% of the Earth’s surface, is covered by the Oceans, which provide many benefits for society. They are a source of food, in the form of fish and shellfish, and are used for transportation and recreation, such as swimming, sailing, diving, and surfing. HAL and the cruise industry as a whole rely on the ocean as their most important resource, and keeping it clean is primary concern for the industry. The cruise line industry has made it their goal to try and create a sustainable industry. Many people have a hand in this involvement, first we are going to look at the cruise lines. HAL,

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