Comfort, Courtesy, Safety, Speed

Beginning in the 1920s, shipowners tried to sell all passengers on the pleasures of the journey.

A few wealthy travelers—and immigrants by the millions—filled ocean liners in the late 1800s and early 1900s. At the time, steamship lines did not try to attract the potential travelers in between. But in the 1920s, changing immigration laws halted the flow of immigrants and eroded the shipping lines’ profits. Then they began to market their ships as delightful ocean-going experiences for nearly everyone—smart, modern, safe, affordable, and fun.