Princess Cruises
- Company typePrivate
- Founded1975
- HeadquartersSanta Clarita, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
Princess Cruises firmographics
Firmographics- Name
- Princess Cruises
- Legal name
- Princess Cruise Lines, Ltd.
- Website
- https://princess.com
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Princess Cruises industry classification
Industry- Product category
- Cruise Vacations
- NAICS
- Deep Sea Passenger Transportation (483112), Tour Operators (561520), Scenic and Sightseeing Transportation, Water (48721)
- SIC
- Water Transportation (4400), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Luxury Ocean Cruise Lines (THAEABAB)
Keywords
Where Princess Cruises is headquartered
LocationHeadquarters
- HQ city
- Santa Clarita
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Princess Cruises business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Cruise Fares: Primary revenue stream from base cruise fares covering accommodation, meals, entertainment, and access to public areas. Pricing varies by stateroom category, destination, itinerary length, and season.
- Onboard Revenue: Revenue from specialty dining, beverages, shore excursions, spa treatments, casino gaming, retail shopping, photography, and other guest services purchased during the cruise.
- Package Upgrades: Princess Plus and Princess Premier packages bundling beverages, Wi-Fi, gratuities, dining, and other perks at daily rates, providing predictable ancillary revenue.
- Air and Hotel Packages: Princess EZair flight packages and cruise-plus-hotel combinations sold as add-ons to the base cruise fare.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Interior Stateroom - most affordable option with basic amenities |
| Unit Pricing | Pay-as-you-go | Oceanview and Balcony Staterooms - mid-range categories with natural light or private balcony |
| Unit Pricing | Pay-as-you-go | Mini-Suite - larger stateroom with enhanced amenities and Reserve Collection dining benefits |
| Unit Pricing | Pay-as-you-go | Suite - premium accommodations with highest-level amenities and exclusive perks |
| Subscription | Pay-as-you-go | Princess Plus Package - bundles beverages, Wi-Fi, gratuities and casual dining |
| Subscription | Pay-as-you-go | Princess Premier Package - premium all-inclusive bundle with unlimited dining and shore excursion credits |
| Subscription | Pay-as-you-go | Crew Appreciation - daily service charge for crew members |
| Unit Pricing | Pay-as-you-go | Specialty Dining - additional charge restaurants |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Princess Cruises product offering
Product offeringCore offering
Princess Cruises sells multi-day ocean cruise vacations aboard 17 ships visiting more than 330 destinations across Alaska, Caribbean, Europe, Asia, Australia, South America, Hawaii, Mexico, and the Panama Canal. The core product includes accommodations ranging from interior staterooms to multi-bedroom suites, inclusive main dining and buffets, Broadway-style entertainment, youth programs, the adults-only Sanctuary retreat, MedallionNet Wi-Fi, and shore excursions in every port. Princess extends its offering through Alaska Cruisetours that combine sea voyages with land tours to Denali National Park and extended World Cruise itineraries of 56 to 131+ nights.
Differentiator
Problem solved
Functional benefit
Products and services
- Alaska Cruisetours Standalone vacation packages that combine a Princess Alaska ocean cruise with a guided land tour into Denali National Park and surrounding interior Alaska destinations, designed for travelers seeking a deeper Alaska experience beyond the standard cruise itinerary.
- World Cruise Extended multi-month global voyages offered annually aboard Coral Princess and other vessels, visiting dozens of destinations across multiple continents on itineraries ranging from approximately 56 nights to 131+ nights, including the 2028 World Cruise of 115 days visiting 49 destinations across 24 countries on five continents.
- Shore Excursions Bookable port-of-call experiences including curated Local Connections cultural excursions, Alaska-specific North to Alaska programming, and standard sightseeing tours offered in every Princess destination across 330+ ports worldwide.
Quantifiable outcome
- Fleet net promoter scores grew 23% since 2023; dining experience scores improved 28%
- +4 more outcomes
Companies that use Princess Cruises
Customer profileNamed customers9 records
Segments6 records
Ideal customer profiles3 records
Princess Cruises technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Princess Cruises partnerships and signals
Strategic signalScale indicators12 records
Recent moves9 records
Expansion highlights4 records
Princess Cruises competitors and assessment
Company assessmentDirect peers
- Cunard Line: Carnival's luxury heritage ocean cruise brand operating iconic Queen Mary 2 and Queen Elizabeth ships, focused on transatlantic crossings and world cruises. Sister brand to Princess with overlapping customer demographics seeking premium ocean experiences.
- Royal Caribbean International: Royal Caribbean's flagship brand operates large mainstream/premium ocean cruises globally with similar itinerary breadth and capacity tiers. Direct head-to-head competitor to Princess on Caribbean, Alaska, Europe, and Asia itineraries serving multi-generational and family segments.
- Holland America Line: Sister Carnival brand offering mid-premium ocean cruises with similar Alaska emphasis (shared Whittier port electrification project). Competes with Princess for destination-focused travelers and retirees seeking enrichment programming on overlapping itineraries.
- Norwegian Cruise Line: Norwegian's mainstream/premium ocean cruise brand competes directly with Princess on Caribbean, Alaska, and European itineraries with similar ship sizes (Breakaway/Breakaway Plus class) and freestyling dining/entertainment concepts targeting overlapping demographics.
- Disney Cruise Line: Premium family-focused ocean cruise line within an integrated entertainment brand, competing with Princess for multi-generational family vacations via high-quality dining, themed entertainment, and superior children's programming. Comparable on premium positioning and ship-quality benchmarks.
- Costa Cruises: Sister Carnival brand and Europe's largest cruise operator by passengers, serving Mediterranean and South American itineraries with Italian-style ocean cruises. Competes with Princess on European routes and provides portfolio overlap from the Carnival parent.
- MSC Cruises: Privately held Swiss/Italian ocean cruise operator with Europe's newest fleet (World-class, Meraviglia-class ships) competing directly with Princess for Mediterranean and Caribbean capacity while expanding into North American homeports.
- Celebrity Cruises: Royal Caribbean Group's premium ocean cruise brand positioned one tier above Princess, competing for premium-segment travelers on Edge-series ships with similar Mediterranean, Alaska, and Caribbean itineraries. Directly comparable on culinary and technology differentiation.
- Carnival Cruise Line: Sister brand under Carnival Corporation & plc operating the largest fleet of "Fun Ship" mainstream ocean cruises out of U.S. ports. Most direct intra-portfolio competitor for North American cruise demand and Carnival's largest source of customer overlap with Princess.
Emerging players
- Viking Ocean Cruises: Premium ocean cruise line targeting destination-focused, culturally curious travelers on smaller all-veranda ships. Competes with Princess at the premium-premium tier on Mediterranean and European itineraries, attracting overlapping active retiree and destination enthusiast segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Princess Cruises social profiles
Digital presencePrincess Cruises financial estimates
Financial estimateRevenue estimate
Valuation estimate
Princess Cruises leadership team
Management profileNumber of profiles
Profiles8 records
Princess Cruises subsidiaries and ownership
Company hierarchySubsidiaries2 records
Princess Cruises funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Princess Cruises M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Princess Cruises
What does Princess Cruises do?
Princess Cruises sells multi-day ocean cruise vacations aboard 17 ships visiting more than 330 destinations across Alaska, Caribbean, Europe, Asia, Australia, South America, Hawaii, Mexico, and the Panama Canal. The core product includes accommodations ranging from interior staterooms to multi-bedroom suites, inclusive main dining and buffets, Broadway-style entertainment, youth programs, the adults-only Sanctuary retreat, MedallionNet Wi-Fi, and shore excursions in every port. Princess extends its offering through Alaska Cruisetours that combine sea voyages with land tours to Denali National Park and extended World Cruise itineraries of 56 to 131+ nights.
Is Princess Cruises a public or private company?
Princess Cruises is a private company. It is classified as corporate owned and is currently operating.
When was Princess Cruises founded?
Princess Cruises was founded in 1975. It employs 5,001 to 10,000 people.
Where is Princess Cruises based?
Princess Cruises is headquartered in Santa Clarita, United States, in the North America region.
How does Princess Cruises make money?
Four revenue lines are on record. Cruise Fares are the primary driver. The others are onboard Revenue, package Upgrades and air and Hotel Packages.
Who are Princess Cruises's main competitors?
Direct peers on record are Cunard Line, Royal Caribbean International, Holland America Line, Norwegian Cruise Line, Disney Cruise Line, Costa Cruises, MSC Cruises, Celebrity Cruises and Carnival Cruise Line. Viking Ocean Cruises is listed as an emerging player.
Does Princess Cruises have an API?
No public API is recorded for Princess Cruises.
What industry is Princess Cruises in?
Princess Cruises's product category is Cruise Vacations. Its primary akta.pro industry code is THAEABAB, Luxury Ocean Cruise Lines. Its NAICS code is 483112 and its SIC code is 4400.