In the past, companies have expanded their product lines via strategic acquisition of complimentary companies. More recently companies have expanded their product offerings by creating strategic alliances with other companies to surround clients with recognizable brands. The wave of the future is to expand through customer requested and customer led programs. Cruise ship operators have long known that the only way to guarantee repeat business is by offering the guest a fair price and by exceeding all of the guests expectations. To meet these ends, cruise ship operators are requiring more specialized services in support of the expanded needs of guests. This growing trend of vendors that focus on customer needs is already effecting the field of vessel procurement.