Follow the Money: Carnival Cruise, Class, and the Cost of Changing Perception

There’s a conversation buzzing right now, and it’s louder than the Carnival pool deck on a Saturday afternoon.

People are debating a recent shift in how Carnival Cruise Line is conducting its business—and for some, it feels like an attack on a certain culture or demographic. But I’ll tell you something I’ve learned in my years as a businessman, speaker, and radio voice: when in doubt, follow the money.

Let’s get one thing straight. Carnival isn’t new to the game. For decades, they’ve been known affectionately—and brilliantly—as The Fun Ship. That’s smart branding. Who wouldn’t want to hop on something promising fun? It’s the kind of hook that grabs families, budget-conscious travelers, and first-time cruisers alike.

But here’s the issue: the same brand that made Carnival a household name is now putting a ceiling on its growth.

The Price of Being the "Fun Ship"

As cruising became more accessible, more middle-class families, couples, and even solo travelers began trying it out. Some had never left their hometowns before. And when they finally stepped on board, they didn’t get the “luxury escape” they were expecting. They got something closer to a floating version of a Spirit Airlines terminal or a Greyhound bus stop at 2 a.m.

Let’s keep it real—many of us have been there. You’re excited for your vacation, but by Day 2 you’re dodging folks fighting in flip-flops, smelling weed from a nearby balcony, overhearing language that’s more suited for a back alley than the buffet, and trying to shield your kids’ eyes from guests wearing barely anything at all.

That’s not every cruiser, of course. But it’s enough of them to change how Carnival is perceived—and perception is everything in business.

Wall Street doesn’t care about who’s having the most fun. Shareholders want profit. Executives want growth. And Carnival’s board knows that in order to stay relevant in this increasingly competitive cruise space, they can’t just be the party boat anymore. They have to evolve.

Competition is Sailing Ahead

Look at what’s happening around them.

• Virgin Voyages is booming. They’ve carved out a niche by banning kids and branding themselves as classy, modern, and adult-centric.

• Celebrity Cruises and Viking offer upscale experiences, gourmet food, quiet atmospheres, and a sense of exclusivity.

• And Royal Caribbean’s Icon of the Seas is a floating city—one that screams innovation, experience, and next-level luxury.

These lines are all slowly chipping away at Carnival’s dominance.

Yes, Carnival is still the biggest cruise line in the world. But biggest doesn’t mean best, and it certainly doesn’t mean most profitable or most respected. You can be the Walmart of the seas—big, busy, and bargain-priced—but eventually, your guests start exploring alternatives, especially when they have more money and more expectations.

And guess what? That’s what’s happening now.

It’s Not an Attack—It’s a Business Shift

Some people have started yelling "attack on DEI" (Diversity, Equity, and Inclusion). But this isn’t about race or culture. It’s not about shaming anyone. It’s about business. It’s about cleaning up a brand image that’s been tarnished by viral videos of fights, raucous behavior, and low-class antics.

Let me get personal for a second.

I grew up in a deeply diverse neighborhood. Across the street from me lived an older white gentleman named Mr. Smith. He was kind, patient, and wise. He brought me into his basement to teach me how to build birdhouses and feeders. He introduced me to jazz—music that moves the soul. He handed me books I didn’t fully understand as a kid, but years later, those same books shaped my worldview.

He used to say, “Jerry”—that’s what folks called me back then—“if it don’t make sense, follow the money.”

Another mentor of mine was Rosalind Kramer, a kind, older Jewish woman who helped pull me out of my introverted shell. She gave me the same advice: “Follow the money.”

That phrase has stuck with me to this day.

It applies to so many situations—including this Carnival discussion. It’s not about excluding people. It’s about positioning. It’s about economics. Carnival can’t grow if they continue to attract guests who bring chaos on board. The company knows this. Wall Street knows this. And now, the public is starting to catch on.

Carnival has increased its prices. They’re investing in newer ships. They’re tweaking policies. Why? Because they want to be taken seriously. They’re trying to transition from “budget cruise with baggage” to something more refined, more attractive, and more profitable.

Will it work? Time will tell. But they’re definitely trying.

Let’s Be Honest With Ourselves

We all love a good time. Laughter, music, celebration—those are universal. But what we don’t enjoy is being trapped on a ship with people who have no boundaries, no self-awareness, and no class.

Let’s stop pretending this conversation is about race or culture. It’s about conduct. You can be fun and still be respectful. You can dance all night and still carry yourself with dignity. And if you truly want more opportunities in life, you have to move with class—not chaos.

That’s the mindset shift Carnival is pushing for. Whether you like it or not, they’re following the money.

And that’s a principle I’ve lived by and taught my sons every day of their lives.

Final Thoughts: Chase Value, Not Drama

I always tell my boys this:
Don’t chase women. Chase money.

Why?
Because you’ll never lose a woman chasing money—but you’ll always lose money chasing a woman.

That same principle applies here. Carnival is chasing money, not popularity. They’re shifting gears to attract a better clientele, improve their brand, and grow into the future. The folks who feel left out might just be the ones who were bringing the brand down in the first place.

So here’s my message to you:
Whether you’re in business, relationships, or personal development—always follow the money. Not because it’s the only thing that matters, but because it usually points you to the truth.

Success leaves clues. So does class.
And Carnival, for better or worse, is trying to follow both.

Keep it classy. Keep growing. And keep your eyes on what really matters.
— Jerold “Action” Jackson