Non-disruptive development

Global travel began in the mid-19th century with transatlantic seafaring. The British industry leader, Cunard, carried immigrants from Europe to the US close to the 20th century. It emerged as the largest Atlantic passenger line, successfully capturing the flourishing North Atlantic travel market. The advent of commercial jets brought a tragic end to the golden era of ocean travel. While many oceangoing companies dwindled into nothingness, Cunard came up with “luxury vacationing at sea,” giving birth to a new industry — the cruise tourism industry. Earlier, ships were primarily seen as a mode of transport, displacing from point A to B. Transforming them into an ostentatiously recreational entertainment centre was clearly not eliminative in nature. Neither was it disruptive — the twin catchword that has dominated the innovation space. Cruise tourism did not invade, destroy, or displace any existing market or industry. It was created without disruption.