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THE CRUISE INDUSTRY IS ON A COURSE FOR CLIMATE DISASTER

Illustration By James Steinberg for TIME
By Alejandro de la Garza
June 13, 2023 8:00 AM EDT

To future archeologists, mega cruise ships might be some of the strangest
artifacts of our civilization—these goliaths of mass-engineered delight, armed
with dangling water slides and phalanxes of umbrellas. Looking up at one, you
might gain the impression that cruise companies are trying to awe their
customers into having a nice time. We have built battleships of pleasure,
toiling the world’s oceans, hunting for fun.

It probably won’t come as a shock that the whole thing isn’t exactly
sustainable. A medium-sized cruise ship spews greenhouse gas emissions
equivalent to those of 12,000 cars, while environmentalists accuse big industry
players of investing little in decarbonization, and of covering up endless delay
tactics in a heavy coat of greenwash. And for years, the industry has been
dogged by bad PR from everything from routine dumping of toxic sludge to
increasingly organized outrage from communities tired of hordes of tourists
getting dumped at their docks.



The big question, though, is whether those customers buying cruise packages to
the Bahamas or Alaska particularly care. It’s easy to make the case that they
don’t. Despite the industry’s continued investment in new fossil fuel-powered
ships, cruise ticket sales are projected to climb back to record 2019 sales
levels this year after a hit during the pandemic, according to the latest
industry association report.

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At least one cruise company, though, is betting that at least some potential
customers care about sustainable vacations. Hurtigruten, a specialty cruise line
based in Norway, says it has built its last fossil fuel-powered ship. On June 7,
the company unveiled new details about the technologies it’s testing in pursuit
of the world’s first zero-emission cruise ship, and renderings of what the boat
might look like. Instead of towering over the ocean, the ship seems to cling
close to the water, the better to reduce air resistance. In place of
smokestacks, the designers envision retractable sails that double as solar
panels. It runs on batteries instead of the thick, sticky fuel oil that powers
most ships. And it’ll be ready, the company hopes, by 2030.



With time running short to phase out fossil fuels and avert the worst effects of
climate change, the moral argument is compelling. But big businesses often make
their decisions on what they might consider more practical concerns than what is
“right” and “wrong.” It’s possible that Hurtigruten and its zero-emissions
vessels could turn the industry ship around. But it could just be a green fluke,
a new offering for a small slice of climate-conscious vacationers, as the rest
of the industry chugs on as before.

--------------------------------------------------------------------------------

Tourists look at glaciers onboard the Hurtigruten hybrid expedition cruise ship,
MS Roald Amundsen, at Chiriguano Bay in South Shetland Islands, Antarctica on
November 08, 2019.
Johan Ordonez—AFP/Getty Images


DESIGNING A GREEN CRUISE LINE

Just about every CEO wants to be counted as an environmentalist these days. But
Daniel Skjeldam, the CEO of Hurtigruten is one of those few who doesn’t dance
around one of the more uncomfortable dimensions of our climate problem: the
apparent conflict between the endless pursuit of more, bigger, better, and the
limits of the earth’s biosphere.



“I think it’s sheer wrong to build bigger and bigger and bigger cruise ships,”
Skjeldam says. The average cruise ship has around 3,000 passengers, but cruise
companies have been investing in ever-bigger liners. “7,000 [passengers], 8,000,
9,000,” Skjeldam says. “It’s just wrong.”

The idea of running a cruise line occurred to Skjeldam back in 2012. Hurtigruten
(the name means “Express Route” in English) was losing money, and Skjeldam, then
commercial director at European budget airline Norwegian Air Shuttle, thought he
could turn things around. He wasn’t in consideration for the role, though, so
over the course of several weeks, the ambitious then-37-year-old executive
repeatedly called through to the switchboard at the office of the company’s
chairman, until finally he was able to come in and give his pitch in person.

It wasn’t long after that Skjeldam, officially appointed as CEO in October of
that year, was on a Hurtigruten ship sailing past the Svalbard archipelago, home
to the world’s northernmost inhabited town. He was on the bridge, having a cup
of coffee with the captain, a five-decade veteran at the company, who pointed
out a glacier several miles away. When he started sailing for the company in
1980, the captain said, the glacier had reached all the way to where they were
floating now.



The experience, for Skjeldam, was eye-opening, and under his leadership, the
company began making investments in sustainability long before some of the
bigger players in the industry started doing the same. In 2016, the company
began outfitting its ships to use power from the grid while tied up in port
instead of burning their own fuel—the technology can reduce air pollution when
ships are docked by up to 70%. That year, Hurtigruten ordered the world’s first
hybrid-power cruise ships, and started offering cruises on its first, the MS
Roald Amundsen in 2019, which the company says has about 20% lower emissions
than a similarly sized conventional ship. The company now operates four such
vessels.

The battery room on board Hurtigruten's hybrid cruise ship, the MS Roald
Amundsen, at Port Miami in Miami, Fla., on Sept. 29, 2022. The battery packs
that help power the MS Roald Amundsen are each about four yards in length.
Scott McIntyre—The New York Times/Redux
The generators that power the engines on board Hurtigruten's hybrid cruise ship,
the MS Roald Amundsen, at Port Miami in Miami, Fla., on Sept. 29, 2022. As
cruise companies head into their busiest season, they say they have ambitious
plans to curb greenhouse emissions and find cleaner sources of fuel. But critics
say the progress is too slow.
Scott McIntyre—The New York Times/Redux
Wires coming from the battery room on board Hurtigruten's hybrid cruise ship,
the MS Roald Amundsen, at Port Miami in Miami, Fla., on Sept. 29, 2022. As
cruise companies head into their busiest season, they say they have ambitious
plans to curb greenhouse emissions and find cleaner sources of fuel. But critics
say the progress is too slow.
Scott McIntyre—The New York Times/Redux


Skjeldam says the changes have to do with both customer desires for more
sustainable travel, which he expects to grow in the years ahead, as well as
employee demands. Hurtigruten is the largest employer in Longyearbyen,
Svalbard’s main settlement. Temperatures there are warming six times faster than
the global average, bringing unseasonably hot weather, glacial retreat, and more
frequent avalanches triggered by unstable snow. “I speak to these people, and
they reflect upon the massive changes that have happened just over the last
decade, and it scares them,” says Skjeldam. “That’s driven this interest and
desire from within the company on driving change and being part of the
solution.”

Hurtigruten is aiming for carbon-neutral operations by 2040, and to cut all
scope three emissions—those from the company’s supply chain—by 2050. But despite
investing more than $70 million into emissions-reduction technology, progress
has been slow, which the company blames partially on energy prices, which made
it more expensive to buy low-carbon biofuels. Indeed, while Hurtigruten managed
to cut about 2% of overall emissions between 2018 and 2022—emissions per
customer trip remained essentially unchanged.

Concept art showing the design of Hurtigruten's zero-emission cruise ship
Courtesy of Hurtigruten

Still, Skjeldam is pushing ahead with the company’s next major project: building
the industry’s first entirely zero-emission vessel. In 2021, the team began
reaching out to technology firms and shipbuilders, and doing feasibility
studies, figuring out what technologies—a small nuclear reactor, perhaps, or
maybe using more biofuels—might work. Eventually, they settled on batteries.



There was no way to make a battery that would last long enough to use on what
the company calls its “expedition” cruises—where trips vary from week-long
pleasure rides the Galapagos to multi-month odysseys between the Arctic and
Antarctica, and fares can range from a few thousand dollars to the price of a
luxury sports car. But it might work for their flagship service: a multi-stop
cruise up the Norwegian coast (which also serves as a mail and transit service
between isolated fjord communities) that would offer frequent opportunities to
recharge.

Even with many stops, the battery would have to be huge. Currently, the
engineers are eyeing a capacity of 60 megawatt-hours, equivalent to 1,200 Tesla
Model 3 batteries. This would allow it to run for well over 300 miles before
recharging. Maximizing that range means finding ways to drastically cut the
ship’s energy usage. To do this, the company is exploring using underwater
maneuvering jets that can retract into the hull to cut drag, and a streamlined
profile with a tiny cockpit-style bridge to reduce air resistance, as well as
adding sails and solar panels to harness extra power. The company plans to have
a final design by 2025.



--------------------------------------------------------------------------------

View of the Hurtigruten hybrid expedition cruise ship, MS Roald Amundsen, at
Orne Harbur in the South Shetland Islands, Antarctica on November 08, 2019.
Johan Ordonez—AFP/Getty Images


BATTERIES VS. BIOFUELS

Hurtigruten’s work may prove out some worthy technologies that the rest of the
cruise industry could adopt. But the central idea of using a big battery may
ultimately be impossible for bigger cruise ships, because batteries can’t store
enough power in a small enough space—to get across an ocean, you’d need a
battery that might take up much of an entire ship. Sails can help, but they
wouldn’t be able to do more than provide an energy boost for many kinds of
shipping. That leaves either biofuels or synthetic fuels produced using
renewable energy—each with its own drawbacks.

Methanol, made from renewable energy and CO2, is a good choice, but making it
requires obtaining CO2 from a limited supply of global biomass (demand for
agricultural waste and other forms of plant-based carbon are set to explode with
global demand for alternative fuels) or else using huge amounts of renewable
energy to pull CO2 from the atmosphere. Ammonia is another option for the
shipping industry, and it gets around the CO2 supply problem, but it wouldn’t
work for passenger ships, since a leak would expose thousands of people to
poisonous ammonia fumes. Then there’s hydrogen, though the lightest element can
be tricky to work with, since it leaks easily and needs to be supercooled to get
to high enough densities to transport, which uses a lot of energy.



Four companies—Carnival, Royal Caribbean, Norwegian Cruise Lines, and
MSC—control the lion’s share of the cruise market. They’ve made some positive
moves, such as investing in ships capable of running on methanol, though such
vessels might continue to mostly use diesel for the time being due to lack of
refueling infrastructure. But, with the notable exception of Norwegian, the big
players’ current environmental plans primarily hinge on using liquified natural
gas (LNG) in the newest generation of ships. Using LNG does cut down on
particulate emissions and certain dangerous pollutants like sulfur and nitrogen
oxides. The industry also cites the fact that LNG has about 30% lower carbon
dioxide emissions than using heavy fuel oil. But CO2 isn’t the only thing that
escapes from the smokestacks—the engines popular in the cruise industry leave a
lot of the natural gas unburned, which gets emitted as well.

Natural gas, also known as methane, is itself a powerful greenhouse gas. With a
warming potential more than 80 times greater than CO2 over a 20-year timescale,
the overall emissions picture of using LNG is likely worse for global climate
change than if the cruise lines had stuck with petroleum.

When asked about the use of LNG on its vessels, a representative for Carnival
pointed to the company’s “long term aspirations to achieve net carbon-neutral
ship operations by 2050.” MSC Cruises and Royal Caribbean did not respond to
requests for comment. “There is [an] abundance of scientific data and
well-respected studies that showcase the environmental benefits and value of
using LNG, one of the cleanest fuels available today,” the Carnival spokesperson
wrote over email. “We also are piloting other next-generation green technologies
such as biofuels, fuel cells and large battery storage systems, among others.”



Currently there’s little in the way of regulations to limit greenhouse gasses
like CO2 and methane from shipping. Cruise industry emissions fall under the
jurisdiction of the International Maritime Organization (IMO) of the United
Nations, which technically has the authority to force deep sustained emissions
cuts across worldwide shipping. In practice, though, the IMO has historically
been heavily influenced by those very interests, with many countries appointing
industry representatives to their IMO delegations. And the powerful Cruise Lines
International Association (CLIA), the industry’s international lobbying arm, has
not exactly fallen over itself to help strengthen emissions standards in ongoing
IMO talks on greenhouse gas reductions, according to Bryan Comer, marine
shipping program lead at the International Council on Clean Transportation.

“Anything that they can do to try and make the math work in their favor and to
not have to do anything is what they’re trying to do at the International
Maritime Organization,” says Comer. “They set targets that already include
loopholes for them, and then they fight against climate regulations in foreign
policy forums, and then once the regulations are agreed, they start fighting for
exemptions and adjustment factors and special treatment. And oftentimes they get
it.” CLIA representatives did not respond to requests for comment. Hurtigruten
is not a member of the organization.



--------------------------------------------------------------------------------


WHAT MATTERS TO VACATIONERS?

Some climate activists say there’s a good argument that the cruise industry
shouldn’t exist at all. Cruise ships are, on the whole, basically inherently
wasteful—if you want to see the world, dragging an entire resort around with you
is probably not going to be the most efficient way to do it. Compared to flying
to a destination and staying in a hotel, cruising almost always has a far higher
emissions profile, according to research by Comer and others. A five-night,
1,200 mile cruise results in about 1,100 lbs of CO2 emissions, according to
Comer. Flying the same distance and staying in a hotel would emit less than half
of that. And that’s not counting for the fact that cruise guests often also have
to fly to the port where they will embark.

Bringing that argument to cruise customers, though, can be an uphill battle. The
cruise industry puts a lot of money into defending its environmental image.
Activists in cities like Seattle, Wash., and Juneau, Ala., often greet
disembarking passengers with leaflets on cruising’s environmental effects. But
some campaigners say that passengers are often impervious to volunteers’
arguments. Some passengers, says Karla Hart, an activist with Juneau Cruise
Control and co-founder of the Global Cruise Activist Network, will even stop to
defend the industry, saying how switching to LNG or phasing out plastic straws
has solved cruising’s environmental problem. It’s a symptom, in her view, of a
broader dynamic between the cruise industry and its passengers: that customers
want to believe they can have the perfect vacations advertised on television and
online, even though they know the reality of what they will get is far
different.



“It’s a suspension of reality, to go with one’s desire for an experience that
you must know you can’t have,” Hart says. “The same as suspending your rational
thinking that because they’re not using plastic straws, and they switch to LED
lights, that they’re not completely polluting the environment.”

A new TIME survey conducted by The Harris Poll backs up some of those points. To
environmental campaigners, cruising stands out as perhaps the most polluting
sort of vacation. But fully half of Americans surveyed consider taking a cruise
to be “eco-friendly,” with only one in three regarding such vacations as being
bad for the environment.



More Americans regard flying as being bad for the environment, despite
cruising’s bigger carbon footprint per passenger.




Trying to convince vacationers to make greener choices probably has limited
effectiveness anyway. Many Americans consider cruising to be an affordable
vacation option—mega cruises especially tend to benefit from economies of scale.
Three out of five Americans surveyed by Harris Poll consider cost to be a very
important factor in their vacation planning. Meanwhile, only one in five
Americans think of the environmental impacts of their vacation in the same way.



Ujwal Arkalgud, who studies consumer decision-making at Lux Research, says that
a specialty cruise provider like Hurtigruten might be able to attract customers
genuinely interested in sustainability, but that the mass market customers will
likely only ever be interested in having a kind of green alibi. “People are not
buying to save the planet,” says Arkalgud. “Because you know, one simple way to
save the planet would be to not go on the cruise.”



Absent a real push from customers, activists and environmental experts say that
only regulation on the level of the IMO, or across enough big ports or markets
like the U.S. or the E.U., can make the industry invest in decarbonization in a
serious way. “The reason why you’re not seeing a lot of investment and
innovation in zero-emission vessels is because it’s a competitive global
industry,” says Comer. “If you do something that costs you more, and you’re
still competing on price, and you can’t demonstrate to the passenger why they
ought to pay more for this, there’s not really any incentive for you to do it.”

Skjeldam supports more regulation—to a certain extent, he says, such measures to
limit cruise industry pollution are inevitable. But he also has more faith that
cruise-goers actually care about the environment than either activists or other
cruise executives. And as the effects of climate change become more pronounced,
he says, more of the world’s cruise-buying masses will begin to see the light.

“Unfortunately, there is a misconception in part of the industry, where they
don’t think that their guests really are focusing on this. I think that is
wrong—I think the guests will focus heavily on it in the future,” Skjeldam says.
“The public demands are coming.”

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Write to Alejandro de la Garza at alejandro.delagarza@time.com.

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   Object to Legitimate Interests Remove Objection

 * MEASURE AD PERFORMANCE
   
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   The performance and effectiveness of ads that you see or interact with can be
   measured.
   
   Object to Legitimate Interests Remove Objection

 * MEASURE CONTENT PERFORMANCE
   
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   The performance and effectiveness of content that you see or interact with
   can be measured.
   
   Object to Legitimate Interests Remove Objection

 * APPLY MARKET RESEARCH TO GENERATE AUDIENCE INSIGHTS
   
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   Market research can be used to learn more about the audiences who visit
   sites/apps and view ads.
   
   Object to Legitimate Interests Remove Objection

 * DEVELOP AND IMPROVE PRODUCTS
   
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   Your data can be used to improve existing systems and software, and to
   develop new products
   
   Object to Legitimate Interests Remove Objection

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USE PRECISE GEOLOCATION DATA

Use precise geolocation data

Your precise geolocation data can be used in support of one or more purposes.
This means your location can be accurate to within several meters.

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ACTIVELY SCAN DEVICE CHARACTERISTICS FOR IDENTIFICATION

Actively scan device characteristics for identification

Your device can be identified based on a scan of your device's unique
combination of characteristics.

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ENSURE SECURITY, PREVENT FRAUD, AND DEBUG

Always Active

Your data can be used to monitor for and prevent fraudulent activity, and ensure
systems and processes work properly and securely.

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TECHNICALLY DELIVER ADS OR CONTENT

Always Active

Your device can receive and send information that allows you to see and interact
with ads and content.

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MATCH AND COMBINE OFFLINE DATA SOURCES

Always Active

Data from offline data sources can be combined with your online activity in
support of one or more purposes

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LINK DIFFERENT DEVICES

Always Active

Different devices can be determined as belonging to you or your household in
support of one or more of purposes.

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RECEIVE AND USE AUTOMATICALLY-SENT DEVICE CHARACTERISTICS FOR IDENTIFICATION

Always Active

Your device might be distinguished from other devices based on information it
automatically sends, such as IP address or browser type.

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