Cruise Lines Pursue Greener Journeys Ahead of New Climate Rules
As tourists flock to ships and strain port cities, companies are pushed to invest in cleaner tech
As tourists flock to ships and strain port cities, companies are pushed to invest in cleaner tech
AMSTERDAM—The global cruise industry is trying to go green ahead of a wave of new climate rules. Getting it done involves managing high costs, a dearth of renewable fuel and pressure from regulators and environmental groups.
Cruise operators are buying new ships that can run on alternative fuels, redesigning hulls to move more efficiently through the water and adding electricity hookups for when their ships are at port, where they otherwise might pump out toxic exhaust.
Carnival, the world’s biggest cruise company, has equipped more than half of its fleet to plug into local power grids when docked. Royal Caribbean and Norwegian Cruise Line Holdings have ships on order that the companies say will be able to run on methanol. MSC Cruises uses a digital platform to analyse weather, fuel consumption and other data to optimise its ships’ efficiency.
The companies are preparing for new rules that will require them to pay for some of their emissions and meet new targets in transitioning to cleaner fuels. They also expect that global regulations could tighten further. Cruise lines, like other parts of the shipping industry, are pushed to act quickly and thoroughly because ships that are ordered today are likely to be in operation for decades.
“We build ships now that last 40 years,” said Torstein Hagen, chairman of cruise company Viking, which has ships on order that will be equipped to use renewable hydrogen. “We’d better get it right.”
Complicating the industry’s investments is the high cost of building and fuelling eco-friendly ships after some cruise operators racked up billions of dollars in debt during the pandemic. Cleaner renewable fuels are expensive and aren’t yet available or used in large quantities. Just 34 of the world’s ocean-cruise ports—roughly 2%—have electrical hookups, according to industry figures.
The number of passengers taking oceangoing cruises is expected to jump this year to more than 31 million, according to industry group Cruise Lines International Association, up from about 20 million last year and about 6% above 2019 levels, before the pandemic largely shut down the industry.
That revival has put renewed pressure on port cities, as some seek limits on visits by cruise ships, and added to concerns from environmentalists about the industry’s contribution to global greenhouse gas emissions.
Although cruise ships are responsible for a tiny portion of overall human-caused greenhouse-gas emissions, their onboard services contribute to higher emissions on average compared with cargo ships, according to industry estimates.
Cruises are also discretionary—nobody must go on a cruise—a point that environmentalists raise in their calls for fast action from the industry.

Faig Abbasov, director for shipping at environmental group Transport & Environment, said some cruise companies are investing in technology that can sharply reduce their emissions once it is in use—such as hydrogen fuel cells or engines that can run on green methanol—but the overall industry isn’t moving quickly enough.
New environmental rules are set to take effect over the coming years.
Shipping companies whose vessels start or end voyages in Europe, including those that run large cruise ships, will have to start paying for a portion of their emissions beginning next year through the EU’s emissions-trading system. A separate EU law will compel shipping companies to progressively increase their use of lower-emission fuels beginning in 2025, and ports in the bloc that are used frequently by cruise and containerships will need to provide onshore electricity connections by 2030.
California already has state-level rules that require cruise ships to plug into shore power or otherwise sharply curb their emissions while at high-traffic ports including Los Angeles and Long Beach.
And the International Maritime Organization, a United Nations organisation, in July committed to new greenhouse-gas emission reduction targets. The IMO also has rules for energy efficiency and carbon intensity in the shipping industry.
Regulations are “the only way that you can seriously drive this kind of massive step change in what we’re doing as an industry,” said Linden Coppell, MSC Cruises’ vice president for sustainability. Incoming rules will affect the kinds of ships the company orders in the future, how it transitions to alternative fuels and efforts to improve the vessels’ efficiency, she said.
Cruise companies are moving ahead with green investments despite the debt that some of them racked up during the pandemic.
Carnival said it has fewer new ships on order than at any point in recent decades. However, the company said it hasn’t significantly reduced capital expenditures, which include investments in sustainability-related technologies. Royal Caribbean said its sustainability commitments remained steadfast during the pandemic.
Norwegian has indicated in earnings reports that compliance with environmental rules and its own climate commitments will be costly. The company announced plans for two new methanol-ready ships earlier this year.
The biggest cruise companies “have tremendous access to capital and continue to invest in sustainable technologies,” said Ivan Feinseth, director of research and analyst at Tigress Financial Partners.
Not every move to alternative technology is winning fans. LNG emits less carbon dioxide and significantly fewer air pollutants than the heavy fuel oil used in many ships. But environmental groups say any climate benefits are overshadowed by the escape of unburned methane, a potent contributor to global warming, into the atmosphere.
“LNG is the best thing out there today,” said William Burke, Carnival’s chief maritime officer and a retired vice admiral with the U.S. Navy. He said ships that are built to use LNG will also be capable of running on bio or synthetic forms of the fuel in the future.
Carnival is working with manufacturers to reduce the release of methane and will have more efficient engines in newer ships, he said.
Green methanol, which can be produced from biomass or by using renewable electricity, is gaining ground as a viable alternative fuel for the shipping industry, in part because it can be stored at room temperature.
Norwegian expects to take delivery of two methanol-ready ships in 2027 and 2028. Mark Kempa, the company’s chief financial officer, acknowledged on an earnings call earlier this year that the ships would cost more, but added, “going green is not free.”
Privately owned cruise company Viking, which has a fleet of 10 ocean vessels, says it sees renewable hydrogen as the best future fuel. The company ordered ships that can run on both hydrogen and traditional marine fuels, and its Viking Neptune vessel has hydrogen fuel cells on board to test out the technology. But supplies of the fuel are still limited.
“We can’t solve the world’s hydrogen supply problem,” Hagen said. He said the company plans to increase its use of the fuel as it becomes more available. “When that happens, then we are prepared.”
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Artificial intelligence is making it easier than ever to build a business without building a team. As AI takes over coding, customer support, marketing, administration, and other day-to-day tasks, a growing number of solo founders are scaling startups to millions in revenue with few—or even no—employees. While the trend is lowering barriers to entrepreneurship, it is also reshaping hiring, raising questions about the future of work and how businesses will grow in the AI era.
Ben Broca launched a company last December that offers AI tools to entrepreneurs. He’s already added 10,000 paying customers and is on track to bring in $10 million in revenue this year.
One thing he hasn’t added: any other employees.
The 40-year-old is part of a class of entrepreneurs who are launching, and then often running, new companies on their own. Artificial intelligence tools answer Broca’s emails, help write and debug code, field requests from customers, sign up new subscribers and grant refunds when issues arise.
Broca relishes his ability to make whatever decisions he wants on his own, often from his sun-drenched Sausalito, Calif., living room. “I think compromises make lukewarm results,” he said.
Once upon a time, running a business of a certain size required a team. AI is turning that assumption upside down, and more aspiring entrepreneurs are going it alone.
An analysis by the payments company Stripe shows there are thousands of solo operators on the company’s platform that are generating over $1 million in revenue, with their ranks doubling between 2023 and 2025. The number of solo operators crossing the $10 million threshold nearly tripled in that same span.
In the past, people without business contacts or particular savvy might not have known how to get their ideas off the ground, said Ernie Tedeschi, Stripe’s chief economist. “Now, AI can be a built-in business partner,” he said.
AI’s ability to handle various administrative tasks makes it potentially useful for launching solo businesses in many fields. But the technology’s ability to also handle key tasks in tech, like coding, make that field a particular hot spot.
Analyzing Census Bureau data, Bank of America Institute economist Taylor Bowley found that among all industries, new business applications in the information sector have seen the biggest percentage increase—nearly 45%—over the past year. At the same time, the rate of information-sector applicants saying they plan to hire workers has experienced the sharpest decline of any measured industry.
This Census dataset doesn’t track solo-operated businesses. But the numbers broadly show—in tech and beyond—that applications are flat among businesses likely to hire workers, but generally rising elsewhere. Economists say that’s a strong sign that solo operators are on the upswing.
“The bar for getting started has never been lower,” said Julian Weisser, who runs a San Francisco-based accelerator for solo founders working in tech. The accelerator—which offers founders seed money and mentorship in exchange for an equity stake—attracted 4,500 applicants for 10 slots made available in its most recent cycle, nearly five times the number it drew when it launched last May.
Going it alone with AI can still be surprisingly expensive. Broca said he was losing money on many customers’ accounts while paying to access Anthropic’s Claude to run his clients’ requests—that AI company, as well as others, charges based on usage. He has since switched to free open-source AI models from China.
Broca said he has raised $30 million from investors and, at the same time, has saved millions in salary since he hasn’t needed a team of software engineers.
Another risk: If it’s easy for one entrepreneur to launch an AI-assisted business, copying them can be easy, too. This creates anxiety for founders like Troy Johnston, who runs an AI-assisted business alone in Orlando, Fla.
“Everybody has the sword and we all have the ability to unsheathe Excalibur now,” said Johnston, 40, who used AI to code an app that helps people get the most out of credit card benefits. The company makes around $3,000 a month in profit, with no employees, and is continuing to grow.
What one-person businesses will mean for the labor market remains to be seen. Polling has shown Americans are worried that AI will replace jobs, and top economists are wrestling with that possibility, too. But AI is also creating lots of new jobs, and the go-it-alone entrepreneurs show how the technology can both open doors and limit employment opportunities.
“If everyone’s hiring less, but you get four times more firms, what does that do to head count?” said Rembrand Koning, an associate professor at Harvard Business School who studies entrepreneurship. He co-authored a recent study that found that among 50,000 startups the researchers examined, those focused on AI tended to operate with 25% fewer employees.
Koning also believes a soft hiring environment that’s left some people mired in long job searches has encouraged more to try their hand at launching businesses.
Some founders cite different motives. “It’s a perfect storm of post-pandemic burnout and a re-evaluation of one’s priorities, and also booming AI and a sense of what’s possible,” said Samir Ahmad, 39, who lives in Breinigsville, Pa.
Two years ago, Ahmad decided to leave the corporate job he had worked at Verizon for almost two decades to start a solo coaching and consulting business. He had been seeing social-media posts touting the ease and virtues of AI, which he used to chart a business plan and help with marketing. “It was like my chief of staff, a second in command,” he said.
The business ultimately petered out within months, though, and Ahmad is now back to a full-time corporate role with a utility company.
For Claire Vo, 41, AI helped her turn a passing impulse into a business. She was working full-time as a tech executive when she tapped AI in late 2023 to help code an app that would help her manage documentation and design for new products, with customers ranging from financial services to healthcare firms.
“I was copying and pasting from ChatGPT,” said Vo, who lives in San Francisco.
She put the app online for $1 a month, and within weeks people downloaded it thousands of times. Nearly three years later, Vo’s company—which she ran solo for nine months before hiring an engineer—now has 100,000 users and is on track to make seven figures in profit this year. AI handles the company’s marketing, sales and customer support.
While AI is a shortcut, Vo said her network and credibility in the industry were key. “I think people over-index on how easy AI is and under-index on how much I did to get to this point,” she said.
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