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Company: Carnival Corp

Brand value: US$1,068 million

Change since 2019: -11%

Headquarter city: Rostock, Germany

Category: Travel Services

Year formed: 1960

AIDA is a premium cruise holiday brand catering primarily to the German-speaking market. It operates 13 cruise ships and offers holidays in the Mediterranean, Asia, the Americas and the North Sea, ranging from a few days up to over 100. The brand positions itself as an innovator and, in response to criticism of the cruise sector for its use of crude oil, in 2018 launched the first cruise ship powered by liquified natural gas (LNG), the AIDAnova. The business has also announced that by 2021, it will be the first cruise shipping company in the world to test the use of fuel cells on a large working passenger ship as part of the "Pa-X-ell2" research project. In 2019, AIDA launched its newest vessel, AIDAmira, with a charity event to raise money for its AIDA Cruise & Help program. The scheme supports schools in developing countries. AIDA is known as the cruise line that made cruising an appealing holiday option for younger people as well as retirees.