Do we fixate on defending our current position, fighting over incremental gains? Or do we set our sights on a larger prize, expanding our horizons and claiming our share of a much greater opportunity?
The Cruise Industry provides a perfect case study.
The industry’s current success—now a $40 billion and growing powerhouse—is a direct result of its “Eyes on the Prize” focus on capturing a greater share of the $2 trillion global vacation market. Rather than remaining stuck in a battle for existing cruise market share, industry leaders have strategically expanded their vision to compete in the broader vacation and travel experience sector. All three major publicly traded cruise groups report strong demand, record revenues, and improving profitability, reflecting a broader cruise industry rebound.
This mindset shift is what drives growth. Instead of viewing themselves solely as cruise operators, the most forward-thinking brands recognize they are part of a much larger global leisure industry. This perspective expands possibilities, unlocks innovation, and creates new avenues for revenue and market expansion.
This isn’t just theory—it’s already happening. The lines between vacation categories are blurring, with cruise brands extending into land-based experiences, private island destinations, and immersive travel adventures that go far beyond the traditional week-at-sea model. Those who continue to think bigger will capture an outsized portion of that $2 trillion market. Those who remain narrowly focused on the current cruise market may find themselves outpaced.
The lesson is clear for any business: If you can identify and focus on the larger opportunity rather than being exclusively caught in the fight for a share of the current pie, you are on the path to growth. If you cannot see your way forward via a compelling path to growth, it will be difficult to marshal the strategic vision, alignment, and resources necessary to stay in the game long-term.
As a Strategic Advisor, Consultant, Business Resilience Architect, and Transformation Leader, I guide organizations and executives through disruption, growth, and high-stakes decision-making. My expertise is forged through decades of C-suite leadership, M&A, crisis management, and strategic execution, spanning the global cruise, travel, and marketing services industries. Reach out to me if you are committed to keeping your “Eyes On The Prize.”
Onward!