Princess Cruises is world-renowned for its "relaxed, upscale" atmosphere and its status as the original host of the "Love Boat" TV show, which cemented its reputation as a premier line for couples and romance. They are a market leader in Alaskan cruises, owning their own lodges and luxury rail cars to provide seamless land-and-sea vacations. In 2026, Princess is perhaps most famous for its MedallionClass technology. Every guest receives a wearable "Medallion"—a quarter-sized device that replaces room keys and credit cards. It allows for "frictionless" boarding, automatic door unlocking as you approach your cabin, and the ability to order a drink or snack to be delivered to your exact GPS location anywhere on the ship. The brand is positioned between mass-market and ultra-luxury, focusing on "destination-heavy" itineraries and high-quality "Anytime Dining" rather than the water slides and roller coasters found on lines like Royal Caribbean or Carnival.