How Carnival Cruise Line Is Navigating the Future of Travel

As the travel industry continues to evolve, Carnival Cruise Line is navigating new consumer expectations while staying true to its brand. In this episode of The Speed of Culture podcast, Suzy founder and host Matt Britton sits down with Amy Martin-Ziegenfuss, chief marketing officer at Carnival Cruise Line. 

She discusses how the company embraces innovation and leverages consumer insights to remain a leader in the industry. From adapting to post-pandemic challenges to exploring new marketing strategies, Martin-Ziegenfuss shares how Carnival engages customers across different generations, tapping into emerging trends and creating memorable travel experiences.

“If you’ve never been on a ship, you’ve never been on a ship, and you’re probably not going to do it unless you have a better understanding of what it’s like,” she says on the podcast. “So helping us bring that to life on land, leading with some of our celebrity partners like Guy Fieri, Emma Agai, and even Shaquille O’Neal to help us tell the story through their lens and help people understand what the experience is like, that’s all been helpful for us.”

Martin-Ziegenfuss is a seasoned marketing executive with extensive experience across the travel and hospitality industries. As CMO at Carnival Cruise Line, she leads the brand’s marketing strategy, focusing on innovation, consumer insights, and creating memorable experiences. Prior to joining Carnival, she held senior marketing roles at renowned brands like Hilton and Choice Hotels, where she honed her expertise in brand building, customer segmentation, and data-driven marketing. 

Her career is marked by her ability to adapt to changing consumer behaviors and market trends, making her a key player in shaping the future of the travel industry.

Listen to Amy Martin Ziegenfuss on The Speed of Culture podcast for insights into the cruise industry!

Key takeaways:

05:10-11:45 The Post-Pandemic Travel Boom — Following the pandemic, Carnival experienced a significant surge in demand as travelers rushed to make up for lost time. Carnival responded by offering value-packed, all-inclusive options that attracted a broad range of customers, from singles to multigenerational families. The combination of affordability and flexibility helped the brand stand out, especially during times of economic uncertainty.

12:20-18:05 Mindset-Driven Targeting — Instead of traditional demographic-based targeting, Carnival focuses on customer mindsets. The brand’s marketing speaks to socially active individuals who thrive in lively environments—whether they are families with young children or retirees. By concentrating on shared behaviors and attitudes, Carnival can appeal to a much wider audience while maintaining consistency in its messaging and experience.

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