来源：《哈佛商业评论》2023年5月6月双月刊
The era of international travel began in the mid-19th century, with the golden age of transatlantic oceangoing. The British company Cunard, a leader in the industry, transported millions of immigrants from Europe to the United States around the turn of the 20th century. By the end of World War II it had emerged as the largest Atlantic passenger line, operating 12 ships to the United States and Canada as it captured the flourishing North Atlantic travel market in the first postwar decade.
国际旅行的时代始于19世纪中期，当时正值跨大西洋远洋旅行的黄金时代。英国冠达公司是该行业的领导者，在20世纪之交将数百万移民从欧洲运送到美国。到第二次世界大战结束时，它已经成为最大的大西洋客运公司，在战后的第一个十年里，它占领了蓬勃发展的北大西洋旅行市场，经营着12艘前往美国和加拿大的船只。
That golden age came to an end with the advent of commercial jet flights. Whereas one million passengers crossed the Atlantic by boat in 1957, air travel caused that figure to fall to 650,000 by 1965, with roughly six people flying for each passenger going by sea. Ocean liners simply could not match the speed and convenience of jet planes.
随着商用喷气式飞机的出现，那个黄金时代结束了。1957年，有100万乘客乘船穿越大西洋，但到1965年，航空旅行使这一数字降至65万，飞机和客轮的乘客比大约是6：1。远洋客轮的速度和便利性根本无法与喷气式飞机相比。
But while other oceangoing companies were destroyed by the advent of the jet age, Cunard innovated “luxury vacationing at sea” and opened up the modern cruise industry. Until then ocean liners, like airplanes, had been viewed principally as a mode of transportation from point A to point B. Cunard changed that by making them platforms for recreation and star-studded entertainment.
但是，当其他远洋公司被喷气式飞机时代的到来摧毁时，冠达创新出“海上豪华度假”，开辟了现代邮轮业。在那之前，远洋班轮和飞机一样，主要被视为从A点到B点的一种运输方式。冠达改变了这一点，使其成为娱乐和明星云集的平台。
Today Cunard is part of Carnival Corporation, and the cruise tourism industry it pioneered some 60 years ago generates revenues of about $30 billion annually and has created more than a million jobs. The creation of the cruise industry was clearly not incremental. Nor was it disruptive—the catchword that has come to dominate the innovation space. On the contrary, cruise tourism did not invade, destroy, or displace any existing market or industry. It was created without disruption.
如今，冠达是嘉年华公司的一部分，它在大约60年前开创的邮轮旅游业每年创造约300亿美元的收入，并创造了100多万个就业机会。邮轮业的创立显然不是渐进式的。它也不是颠覆性的——这是主导创新领域的流行语。相反，邮轮旅游没有入侵、破坏或取代任何现有的市场或行业。它是在没有颠覆的情况下创建的。