The Love Boat: How a television program changed the cruise business

Take a nostalgic tour to discover how "The Love Boat" transformed the cruise liner business. See how this legendary TV show affected the rise in cruise vacations, from its 1977 premiere to the show's catchy theme song. We examine the show's influence on shipbuilding, entertainment emphasis, and the cruise industry. Topics covered include the partnership with Princess Cruises, the idealized portrayal, and the enduring legacy. Come along for a trip through time as we explore the romantic waters that "The Love Boat" sailed.

Over the years, the cruise industry has seen significant changes, going from steam-powered ships to mega-liners. Additionally, the market has exploded.

An estimated 500,000 people took a cruise vacation back in 1970. By 1997, that number had skyrocketed to five million.

What then caused this unexpected spike in interest? Industry insiders claim that it was mostly due to a particular TV program with a memorable theme song.

"Jump on board, we're ready for you!"

"The Love Boat," which was produced by TV icon Aaron Spelling, debuted in 1977 and went on to become one of the most popular programs in TV history over the course of its ten-year run.

The show, which is currently streaming on Paramount Plus, collaborated with Princess Cruises, filming episodes on board a variety of Princess Cruise ships, the most famous of which being the Pacific Princess and Island Princess.

‘Greatest product placement’

"The Love Boat," which starred Gavin MacLeod as ship captain Merrill Stubing and his crew on board, was based on a non-fiction book by former cruise director Jeraldine Saunders. Each episode featured a different guest actor as a passenger.

For many of its devoted viewers, the show—which gave rise to multiple spin-offs—served as a comprehensive introduction to cruising and has since been dubbed "the greatest product placement" ever.

According to Michael L. Grace, a scriptwriter for "The Love Boat" in the 1980s, the show "really created the cruise industry" (NPR Travel, 2022). "Because everyone watching—50 million people—wanted to take a cruise."

The show debuted with a number of contemporary cruise lines, such as Princess, which was established in 1965 with a single ship sailing the Mexican coast. Carnival Cruise Line was established in 1972, and Royal Caribbean had debuted in 1968.

However, the cruiser population was very different from what it is today.

Despite the apparent desire on the part of cruise lines to draw in younger customers, many people had very limited knowledge of cruising and those who did had very specific ideas about it.

According to cruise journalist Carolyn Spencer Brown, in the past, cruising was often associated with either older individuals or newlyweds. However, the television show "The Love Boat" changed this perception by showcasing people of all ages and races enjoying themselves on a cruise ship. This exposure introduced cruising to a whole new audience who were previously unaware of its existence.

Every week, millions of people worldwide eagerly followed the adventures of Captain Stubing, Dr. Adam Bricker, cruise director Julie McCoy, bartender Isaac Washington, and the captain's daughter Vicki, portrayed by Jill Whelan. As a result, going on a cruise quickly became a popular desire for many individuals.

The format of the show involved passengers boarding the ship, encountering a problem, and ultimately resolving it, bringing everyone together again. These episodes were like miniature movies, captivating viewers with their engaging storylines.

Cruise-building boom

At the time of "The Love Boat"'s debut, converted former liners made up the great majority of cruise ships operating on the water. Few new ships were put into service.

This quickly changed, though, as demand increased as a result of the show's success.

According to cruise historian Peter Knego, the show "did so well that Princess Cruises were selling out their ships," as reported by CNN Travel. "And that resulted in the early 1980s cruise ship building boom."

The allure was further enhanced by the sporadic filming of "The Love Boat" scenes on actual cruise ships, in which guests played extras.

Spencer Brown observes, "So many cruise lines want to create experiences for you that you probably couldn't create on your own."

It "certainly qualifies as something that doesn't happen to most people" to be an extra on a well-known TV show.

In an attempt to seize the opportunity, established cruise lines started constructing brand-new, specially designed cruise ships to meet the demands of this rapidly expanding market, and new businesses arose, such as Celebrity Cruises, which was established in 1988.

According to Knego, "building new cruise ships was a big deal back then."

Nearly forty new cruise ships were built in the 1980s, including Carnival Cruise Lines' Tropicale and Princess Cruises' first purpose-built cruise ship, Royal Princess.

"New features like balconies, which were pretty rare with mainstream cruising," he continues, are included in the Royal Princess.

The market was further expanded as more cruise lines entered the market and started to compete with one another, making cruising even more accessible.

Entertainment focus

"The Love Boat" might have contributed to the emphasis on entertainment that is prevalent on contemporary cruise ships.

On "The Love Boat," bizarre musical acts were frequently featured, and the audience loved them.

Famous stage and movie stars Della Reese, Ethel Merman, Carol Channing, and Ann Miller perform a group rendition of "I'm The Greatest Star" from the 1968 musical "Funny Girl" during one of the show's specials called "The Love Boat Follies."

"It was truly amazing," remarks Grace, who is currently writing a book about the influence of "The Love Boat."

And what made it so peculiar was that it resembled a tiny little club whenever they would flash back to the audience members who were watching. However, the stage was as big as a theater in the West End.

Off screen, the two ships that were mostly utilized for filming toward the beginning of the series, the Island Princess and its sister ship Pacific Princess, presented main stage production shows that quickly gained enormous popularity among cruise enthusiasts.

Later on, some spectacular new features were added to cruise ships as a result of this.

Knego notes that "The Love Boat" ships are also responsible for the development of contemporary cruise ships' atriums. "Princess and other cruise lines went on to build ships with state-of-the-art showrooms with huge stages, sound, and lighting effects that are now standard on modern cruise ships," Knego says.

According to him, the two deck lobbies with the grand staircase that were imitated for the filming were prototypes for the large atriums that are common on contemporary cruise ships.

Romantic adventures

Romance played a crucial role in "The Love Boat," captivating viewers with its relationship storylines. Spencer Brown emphasizes that this focus not only entertained audiences but also reinforced the idea that cruises are inherently romantic.

Princess Cruises, for instance, offered various amenities that enhanced the romantic experience, such as balcony cabins, sunset dinners, and rose petals on the bed. This commitment to romance was evident throughout the cruise experience.

Despite the romanticized portrayal on "The Love Boat," long-time cruise enthusiast Judi Patterson, who met her husband on a different cruise ship, acknowledges that the show did not accurately reflect reality. However, she found it enjoyable to watch and speculate about the romantic possibilities on board.

Even though the show's depiction may not align with actual cruise experiences, "The Love Boat" maintained a dedicated fan base long after its original run, with reruns continuing to attract viewers worldwide.

Lasting legacy

Spencer Brown, who also found her future spouse while on a cruise ship, where they even got engaged, firmly believes that the enduring success of "The Love Boat" can be attributed to the strong partnership between the show and Princess Cruises.

According to Brown, "The Love Boat" and its cast members wholeheartedly embraced each other, creating a genuine connection that has stood the test of time. The actors became an integral part of the cruise line's identity, and their presence is still felt today.

Princess Cruises frequently organizes reunion cruises, inviting the actors from "The Love Boat" to join as special guests. In a recent announcement, the cruise line revealed that Jill Whelan, now serving as the Celebrations Ambassador for Princess Cruises, along with Bernie Kopell, Ted Lange, and Fred Grandy (known for his role as Gopher), will be reuniting for a memorable seven-day trip from August 31 to September 7.

Ezra Freeman, the bartender featured on the short-lived reality show “The Real Love Boat,” which was broadcasted on CBS in 2022, is set to join the cruise cast, as per a press release from Princess Cruises.

Knego, who has participated in previous reunion cruises, notes the enduring love fans have for the show and its stars.

“Fans wait in line for hours just to have their picture taken with the cast,” Knego mentions. The cast members “sign autographs, creating a -wonderful experience even today.”

MacLeod was a regular on the popular cruises until his passing in 2021.

“People often wonder why ‘The Love Boat’ was so beloved, and I always say it’s because it provided people with something to aspire to,” the actor stated in 2015.

The cruise industry has experienced significant growth and transformation since its portrayal on "The Love Boat." It has now become a billion-dollar industry, with over 1,200 cruise ports worldwide. In the 1990s, more than 100 new ships were constructed, surpassing the size of the vessels featured on the show. Notably, Royal Caribbean's MS Sovereign of the Seas, the first mega ship with a passenger capacity of 2,850, embarked on its inaugural voyage in 1998. Additionally, Disney Cruise Line was established in the same year. Presently, Royal Caribbean's Icon of the Seas holds the title for the world's largest ship, boasting 20 decks and a crew of 2,350. Although the cruise industry faced significant challenges due to the Covid-19 pandemic, it has shown remarkable recovery, with 14 new ships set to enter service in 2024 alone. As someone who played a role in the growth of this industry, I take pride in its development.

According to Knego, the cruise industry has become a victim of its own success. He runs the YouTube channel MidShipCinema, which focuses on both old and new cruise ships. Knego points out that mainstream cruise ships have become massive, accommodating up to 5,000 people. As a result, they lack the intimate atmosphere that was present when ships carried only 800 or 1,200 passengers, like the Love Boats.

Fortunately, there are several cruise companies that offer smaller ships, catering to those who desire a more intimate cruising experience reminiscent of the Love Boat era. Patterson and her husband have opted for this type of cruise and have traveled extensively with the leading small-ship cruise line, Viking.

Patterson explains that they now exclusively choose to travel on smaller ships, acknowledging that it may be slightly more expensive compared to larger vessels. However, they have already experienced the larger ships and now prefer the charm and intimacy of the smaller ones.

New chapter

The Pacific Princess and Island Princess, known as the original Love Boats, were decommissioned and scrapped in recent years. However, during the final days of the Island Princess, Knego was able to capture photographs of the ship at an Indian scrapyard and salvage some of its furnishings and ornaments. Among the rescued items were a bronze mermaid sculpture and furniture from the ship's lobby area.

In 2022, the Regal Princess, another ship from the Princess fleet, gained attention in a different way when it appeared in the reality show "The Real Love Boat." Spencer Brown, commenting on the series, expressed that it was a significant departure from the original show, but believed it was beneficial for the cruise industry.

This summer, Princess Cruises will host the latest "Love Boat" themed cruise on the Enchanted Princess, a 330-meter ship. The cruise will feature meet-and-greets, menus inspired by the show, and screenings of episodes. Departing from New York, the cruise will sail to Canada and New England, providing fans with a special reunion and a nostalgic return to where it all began on a Princess Cruise.

Source: CNN

As we say goodbye to the captivating story of "The Love Boat" and its transformative impact on the cruise industry, it becomes clear that this television phenomenon has left a lasting impression on how we perceive and enjoy cruise vacations. From the humble beginnings of Princess Cruises to the remarkable growth in shipbuilding, entertainment offerings, and the romantic allure of cruising, the Love Boat era has secured its place in maritime history. The show's enduring legacy, celebrated through reunion cruises and the ongoing enthusiasm of fans, is a testament to the profound influence it had in making cruising a global sensation. As we navigate the waters of nostalgia, let us cherish the romantic adventures, the focus on entertainment, and the love-filled heritage that "The Love Boat" bestowed upon the cruise industry. Bon voyage to the timeless memories of love on the open seas!