The Business Model of TUI Cruises (Mein Schiff)

TUI Cruises (Mein Schiff) is headquartered in Hamburg. With its portfolio of cruise holidays, the company's ships advertise itself as premium cruises in the four-star class. TUI AG and Royal Caribbean Cruises Ltd. launched the company in 2008 as a joint venture. Wybcke Meier and Frank Kuhlmann serve as managing directors. The company employs approximately 360 people at its headquarters in Hamburg, who are responsible for guest service, sales, marketing, communication, managing, and finance, and approximately 6890 crew members for TUI Cruises. The company employs a total of 48,330 people worldwide, the bulk of whom work in the hotels and resorts industry. TUI's cruise segment consists of a total of 16 cruise ships run by three cruise lines, as each cruise line caters to a distinct target group and so aligns its idea accordingly. TUI Cruises and Marella Voyages' joint venture is the market leader in Germany and the United Kingdom for premium cruises, while Hapag-Lloyd Cruises specializes in expedition cruises.