Your favorite social media marketing event is headed to NYC this May 12–14! Register for Social Media Week before December 16 to lock in early-bird rates and save 50% on your pass.
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.
19:00-25:30 Influencers Driving Authenticity and Awareness — Influencer partnerships play a key role in Carnival’s marketing efforts. Collaborations with influencers like the McFarland family and My Rich BFF have allowed Carnival to show the diversity of its cruise offerings. These influencers help the brand overcome misconceptions, such as the idea that Carnival is only for families with young kids, by showcasing experiences tailored to various age groups and interests.
26:15-32:40 Personalization Powered by First-Party Data — Carnival’s wealth of first-party data enables the brand to deliver highly personalized experiences. Martin-Ziegenfuss discusses how this data allows Carnival to cultivate loyalty among its dedicated fanbase while also targeting first-time cruisers with tailored marketing. This focus on personalization ensures that customers receive relevant, engaging content that speaks to their specific needs and interests, further deepening brand loyalty.
33:15-39:10 Strategic Collaborations with Beloved Brands — Martin-Ziegenfuss highlights how Carnival has partnered with well-known brands like Guy Fieri and Dr. Seuss to create engaging, memorable onboard experiences. These collaborations allow Carnival to tap into the familiarity and credibility of established names, enhancing the cruise experience for customers of all ages. Whether it’s the Seuss-themed Green Eggs and Ham Breakfast or Guy Fieri’s popular onboard eateries, these partnerships help Carnival differentiate itself in the competitive travel market.
