Cruise Rivals, Starboard And Harding, Lay Retail Blueprints For 2026 [Forbes]
Diageo plc (DEO)
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Source: Forbes
Cruise retail is accelerating into a new growth phase in 2026, and the sector's biggest players—Starboard Group and Harding+—have each just set out their strategic priorities for the year. Both companies are leaning into experience, partnership, and data-driven precision, but their framing and execution reveal distinct priorities. Both companies were hit hard by the pandemic, when cruising ground to a halt. Harding restructured and shed key staff, while Starboard was partially sold by LVMH and then diversified into resort retail. Since the end of 2023, the retailer has been part of Global Travel Retail Holdings, a travel and tech-centric joint venture between Gissy Investments and LVMH. The cruise business is now shipshape again and rapidly expanding—AAA Travel projects 21.7 million Americans will go on ocean cruises in 2026, dwarfing 2019 numbers. U.S.-based Starboard and U.K.-based Harding+ are therefore going full steam ahead with more emotional, evidence-led, and collaborativ
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