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Bob Dickinson, president, Carnival Cruise Lines was recent-
ly profiled in Success Magazine as a radical thinker of the
cruise industry.
not really interested in building ships for the money, as
some cruise lines are — he would rather build ships to
make money on their utilization instead.
"I'm not terribly interested if the line makes money,"
Dickinson deadpanned. "Unlike many companies, we
build ships to make money on their utilization — that's
why we're the most profitable. It's annoying that most
are in this business just to make money for the compa-
ny."
Dickinson follows a philosophy that is simple and
makes good business sense — providing more capaci-
The Dickinson Way
Walking into Bob Dickinson's spacious office at Car-
nival Corp. 's Miami, Fla. headquarters, one would be
shocked to hear that he isn't in the cruise business to
make money. Many executives would be eager to find
out how the president of the world's largest cruise line
can live by this philosophy. Dickinson, who has served
as president of Carnival since May 1993, met recently
with MR/EN to shed some light on how his strategies
and ideas have kept his company at the top of the
cruise industry funnel.
By Regina P. Ciardiello,
associate editor
Sitting down for a chat with Bob Dickinson is like
mixing business with pleasure — you get the job done
with a little humor added into the fray. But ask Dickin-
son what angers him about the cruise industry, and the
smile that is usually present, quickly disappears. He's
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