AIDA

Company: Carnival Corp

Brand value: US$1,195 million

Change since 2018: NEW ENTRY!

Headquarter city: Rostock, Germany

Category: Travel Agencies

Year formed: 1960

Aida is a premium cruise holiday brand catering primarily to the German-speaking market. It operates 12 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 October 2018 launched the first cruise ship powered by liquified natural gas (LNG). The AIDAnova is also Aida’s largest ship, with capacity for up to 6,600 passengers. The Aida brand revolutionized the German cruise market, which previously had a very formal image appealing to older audiences; cruising is now seen as a fun holiday with wider appeal. Aida is a heavy online advertiser and currently focuses on tailoring trips to specific groups’ needs, such as adventure, wellness, or families. A YouTube mini-series called “The Crew” launched in 2018 to boost Aida’s employer branding. Aida ships all feature red lips on the front of the hull.