Page 34: of Maritime Reporter Magazine (February 2001)

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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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