Carnival Corporation & plc has announced the creation of a new brand called fathom.
As part of a new category Carnival is calling ‘social impact travel’, fathom will operate as a standalone brand, the 10th global brand in the Carnival Corporation portfolio, primarily aimed at Australians aged 20 to 60 years old.
It aims to offer authentic, meaningful impact travel experiences to work alongside locals as they tackle community needs.
Beginning in April 2016, fathom will embark on seven-day voyages from Miami aboard the MV Adonia, a 710-passenger vessel redeployed from P&O Cruises World Cruising for the start-up of the new operation.
Its first destination will be the Dominican Republic, where the average household income is approximately $6,000 USD a year and more than two million Dominicans do not have access to piped water.
Carnival Australia CEO Ann Sherry said: ““We know from our own experience in the Pacific Islands that cruise ships are uniquely able to take travellers to remote areas and to generate much needed economic opportunities for island communities as part of our commitment to sustainable tourism.
“Our Australian and New Zealand guests are always eager to engage with the communities we visit and to provide assistance wherever needed, as we have just seen in Vanuatu in the wake of Cyclone Pam.”
Prices for the seven-day trip to the Dominican Republic start at US$1540 per person, which includes an exterior cabin with a window, all meals on the ship, onboard social impact immersion experiences, three on-shore social impact activities and related supplies, taxes, fees, and port expenses.