Princess Cruises's Slogans & Taglines

Princess Cruises is an American cruise line founded in 1965 by Stanley B. McDonald, initially chartering the Princess Patricia for voyages to the Mexican Riviera. The brand was catapulted to mainstream fame in 1977 when its Pacific Princess became the backdrop for the television series The Love Boat, introducing millions to cruise vacations. Acquired by P&O in 1974 and later merged into Carnival Corporation & plc in 2003, the company has grown into one of the world's largest cruise lines. Today, headquartered in Santa Clarita, California, it operates a fleet of 17 ships sailing to over 330 destinations across all seven continents. Princess pioneered industry standards including affordable private balconies, flexible dining, and the MedallionClass wearable technology platform.

Core offerings include premium ocean cruises, Alaska itineraries, and Caribbean voyages, complemented by innovations such as Movies Under the Stars and The Sanctuary adults-only retreat. Brand messaging evolved from the television-era claim It’s more than a cruise, it’s the Love Boat to the 2004 positioning Where I Belong. In 2009, the company adopted Escape completely, and in 2016 launched the enduring global tagline Come back new, reflecting its commitment to transformative vacation experiences.