Premier Cruises was a cruise line holding company formed in the early 1990s that focused on the family cruise market as well as on developing cruise operations in new geographic markets. The company's business focus was to acquire older cruise vessels, refurbish these vessels in order to offer "traditional cruise experiences", operate the vessels in geographic areas, such as Europe and south/Central America, which the major operators such as Carnival Cruise Line, Norwegian Cruise Line and Royal Caribbean International were not focusing at the time, and to market their cruises largely to European and South American customers through strategic marketing partnerships with some of the major tour and travel groups in the world such as Thomson Holidays in the U.K, TUI in Germany, in Scandinavia