Forget Cruising: Now Think ‘Fathom,’ And Social-Impact Travel, On A …

The term “voluntourism” reflects a new way of looking at travel. Close to two million people vacation to volunteer, spending about $2 billion, according to a 2008 study from Tourism Research Marketing, and those numbers are  even higher today. But until now, cruise ships that docked at some of the world’s most lovely — but often neediest — regions, didn’t offer a major volunteer opportunity.

That’s just changed. Carnival, the world’s largest cruise ship company, announced that it’s developing its tenth and most different brand, “fathom,” starting with just one ship, and it uses words like “sustained impact,” lasting development” and “global vision” to describe the experience. Fathom will focus on “meaningful travel experiences,” allowing passengers to work alongside local organizations and residents of a port-of-call  to improve economic, environmental and educational issues. Passengers can teach English, help cultivate plants, build water filters, join an assembly line at a factory and other useful endeavors, using the docked ship as home.

Fathom will launch next April, traveling from Miami to the Dominican Republic for week-long trips. with a 710-passenger ship built in 2001.  (The ship is currently PO’s Adonia in the United Kingdom, originally built for now defunct Renaissance Cruises, and had sailed as Royal Princess for Princess cruises, starting in 2007.)

fathom is currently sailing in the United Kingdom as Adonia

The company isn’t even calling this new venture cruising; it’s just “fathom,”  (with a trendy lower case). Traditional excursions, shows and casinos will take a back seat to Spanish lessons and seminars on Dominican arts, and food onboard will feature Dominican specialties.

Prices will start at $1,540, for an exterior cabin with a window, meals, onboard activities, and three social-impact activities on shore, with related taxes and fees. This compares favorably with other mainstream Caribbean sailings, but a part of each fare will go to partner organizations, covering travel, staff and supplies, to help fund operations.

The ship will dock at Amber Cove, a new port in the northern Puerto Plata region scheduled to open later this year. Volunteer projects will be within about a two-hour drive. The brand chose this first destination because of its beauty, genuine needs, infrastructure to support social initiatives and enthusiasm for the fathom concept.

Who does Carnival think will be interested in fathom? Older millenials with disposable income who never have cruised, families with kids old enough to help, and older adults who want to hands-on volunteer, not just give money. Boomers who volunteered in younger days should also be interested in this new opportunity to give-back.