zation ratio, it is essential to keep their ships continuously opera- tional and with high occupancy rates that maximize operational profitability. Likewise, the design of itineraries and an optimal logistical management of operations and supplies are indispens- able requirements to be competitive in a market in which the crit- ical success factor is the ability to offer customers a unique and different experience. “A critical success factor is the ability to offer customers a unique experience onboard and offboard.” This is a market that requires a high level of investment to ac- cess and in which the current competitors are very large, which gives them great bargaining power with suppliers and allows them to achieve economies of scale that increase their profitabil- ity.It is,therefore, a market with high barriers to entry, which re- duces the emergence of new competitors. However, being a growing market with dynamic consumer trends, there are segments/niches where small companies can specialize and grow. The business and commercial structure of these large corporations is through different Cruise Lines Market Share 10% 5% . Carnival Corporation . Royal Caribbean 15% 45% . Norwegian . MSC Cruises 25% . Other Source: Cruise Market Watch SPAIN-US CHAMBER MARKET REPORT 61