A pioneering cruising enterprise: The North of Scotland, Orkney and Shetland Steam Navigation Company, 1886–1908

Abstract

Commercial cruising began around 1880. Underlying factors were the iron steamship that enabled scheduled sailings and larger, more comfortable vessels and growing incomes in industrialising countries that increased the potential market for tourism. Britain took the lead in cruising development. This article examines a pioneering enterprise, The North of Scotland, Orkney and Shetland Steamship Navigation Company – the name reflects its sphere of operation. In 1886, the company began providing cruise voyages out of Aberdeen and Leith. It offered a new product, cheap and short cruises to the Norwegian fjords. The success of the first season led to the ordering of a new vessel, the St Sunniva, specifically designed for cruising and arguably the first cruise ship. The Company operated cruises chiefly to the fjords, but also to the Baltic and the Mediterranean, completing a total of 224 cruises between 1886 and 1908. Such sustained participation was due to imaginative and efficient organisation. Press advertising, the employment of travel agents, block bookings and private charters were used to gain business. The Company's vessels employed local pilots and from early on carried ‘conductors’, who were forerunners of the ‘cruise director’. The Company's success and innovations encouraged other firms to enter the cruising market, notably large liner companies such as P&O, Union Castle and Royal Mail after 1900. These used much larger vessels with better, more luxurious facilities. The North of Scotland Company, with its smaller and older vessels, could not compete and it withdrew from cruising in 1908.