Business | Less plain sailing

From Taylor Swift to Star Trek, niche cruises are on the rise

Themed offerings are luring young and old

Join the linePhotograph: SBW-Photo

Torture, for some, might be spending five nights on a Taylor Swift-themed cruise in the Bahamas. But for Aubreigh Gniotczynski, a 26-year-old from Texas, it is a dream come true. Ms Gniotczynski and her husband—a “fan by marriage”—have each paid more than $1,500 to enjoy karaoke nights and fancy-dress parties on the cruise, which is not affiliated with the star. In preparation, Ms Gniotczynski has been busily making friendship bracelets showcasing Ms Swift’s lyrics, which she will give to her fellow passengers.

Explore more

This article appeared in the Business section of the print edition under the headline “Less plain sailing”

From the August 17th 2024 edition

Discover stories from this section and more in the list of contents

Explore the edition

More from Business

AI will not fix Apple’s sluggish iPhone sales any time soon

The technology is not yet ready for prime time on phones or other devices

Japan’s sleepy companies still need more reform

The country’s corporate-governance crusade has a long way to go


Is the era of the mega-deal over?

Nippon’s acquisition of US Steel is not the only mega-merger falling apart


Brian Niccol, Starbucks’s new CEO, has a “messianic halo”

But the turnaround king has his work cut out

Can IKEA disrupt the furniture business again?

It wants to help you sell your Billy bookcase

The mystery of the cover letter

Why do recruiters still ask for them?