Carnival's new brand for travelers on a social mission

Carnival on Thursday added a new cruise brand, one that caters to travelers with social consciences.

The 710-passenger "Adonia," will set sail under the new Fathom brand on weekly seven-night voyages from Miami to the Dominican Republic. Focusing on meaningful travel experiences, the cruise will allow passengers to work alongside residents as they tackle economic, environmental and educational issues.

Carnival’s Adonia ship is being turned into a new brand called Fathom.
Source: Carnival

For example, travelers will work side by side with Dominican school teachers to help students learn English. They will also have the opportunity to work on environmental issues, including helping to build much-needed water filters in communities.

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When travelers are not participating in social impact activities, they can explore Dominican beaches and other sites. They will also have the opportunity to participate in different recreational activities already available to the family of Carnival brands, including a visit to Amber Cove, a port on the country's North Coast, and the nearby town of Puerto Plata.

Carolyn Spencer Brown, editor-in-chief of Cruise Critic, said social impact travel "is a brilliant concept that ties right into the fact that finding ways to travel the world authentically is something that travelers of all generations are thirsting for."

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Prices for the seven-day trip to the Dominican Republic start at $1,540 per passenger. That base rate includes an exterior cabin with a window, meals on the ship, onboard social impact immersion experiences and three on-shore social impact activities.

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Tickets for the April 2016 maiden voyage can be booked online starting this month. There will be only one ship dedicated to the new brand at launch, but the company said it may expand its fleet down the road.

"Fathom will cater to an underserved market of consumers who want to have a positive impact on people's lives, and aren't always sure where to begin," Carnival CEO Arnold Donald said.

CORRECTION: Carnival's new Fathom cruise brand will operate on the "Adonia" ship. The ship's name was misstated in an earlier version of this article.