When you stream reruns of the classic 1970s series “The Love Boat,” have you noticed that each celebrity-filled sailing is set on a Princess Cruises ship? Telltale signs include talk of the “Princess” ship the guests are on and that distinct “seawitch” logo in the background. This logo has been going strong since 1968 when it was designed by Harry Carlisle, and once you’re aware of it, it’s hard to miss how often it pops up in many episodes.
How it all began
The cast of "The Love Boat" continued to get together to celebrate the show and Princess Cruises — Photo courtesy of Princess Cruises
From the start of the show, Princess Cruises was the setting for “The Love Boat.” Television producer Douglas S. Cramer had success with his television series “Love, American Style," so in the mid-1970s, he had the idea to do another love-focused vignette series, but he wanted to set his new show on a modern cruise ship. It would be based on the Jeraldine Saunders book called "The Love Boats" that she wrote with her observations as a hostess and cruise ship director in mind, according to The New York Times.
While Cramer was looking for a ship for the movie pilot that would ultimately become “The Love Boat” television series, he chose Princess Cruises and teamed up with producer Aaron Spelling – and the rest is pop culture history.
The cruising industry was never the same
Inviting viewers to "come aboard," “The Love Boat” was introduced to audiences as a made-for-TV movie on September 17, 1976. The beloved theme song featured music by Charles Fox and lyrics by Paul Williams, the songwriter who penned hits for artists like The Carpenters and Barbra Streisand. Jack Jones recorded the theme song that played throughout the series until the final season, when Dionne Warwick’s rendition can be heard over the opening credits.
Princess Cruises ships go to exciting destinations like Alaska and Mexico — Photo courtesy of Princess Cruises
Ships Pacific Princess and Island Princess were among the ships featured on “The Love Boat,” and the fun stories showed guests enjoying relaxing days at sea, then exploring alluring destinations around the world. The show became must-see television and attracted huge celebrities as guest stars for each episode.
During its decade-long run on ABC, it introduced millions of people to the idea of fun-filled, romantic cruise vacations, and it singlehandedly helped to expand the cruise industry. CNN reported that a major surge in cruising popularity was because of show’s influence, revealing that an estimated 500,000 people went on a cruise in 1970, but by 1997, a whopping five million people were cruising each year.
An ongoing legacy of love
“Love is in the Princess DNA as the original Love Boat. The legendary Love Boat series brought cruising mainstream, showcasing the romance of the sea and the elegant experience of the iconic Princess brand. We are leaning into the brand’s DNA superpower across all our marketing and communications, legendary onboard service delivery, world-class food and Broadway inspired entertainment that our guests absolutely love,” Princess Cruises' President John Padgett told 10Best.
This legacy is seen and felt by cruisers in big and small ways. For one thing, several original cast members have continued to work with Princess Cruises. Gavin MacLeod, who portrayed Captain Merrill Stubing, was a spokesperson for Princess Cruises for more than 35 years until he passed away in 2021.
Actress Jill Whelan, who played Captain Stubing's daughter Vicki, continues to work with Princess Cruises as a spokesperson and Celebrations Ambassador. Several cast reunions happened over the years to celebrate Princess Cruises ships and sailings. All six original cast members of the show gathered in 1997 for the official naming ceremony and christening of Dawn Princess.
In 1998, “The Love Boat” popularity was revived with a short-lived remake that ran for two seasons on the UPN network. That reimagined version of the show was set aboard the Sun Princess, and Robert Urich starred as a new captain.
Then, in 2022, Princess Cruises introduced a new spin on looking for love at sea with the reality show aptly called “The Real Love Boat.” Hosted by real-life couple Rebecca Romijn and Jerry O’Connell, this CBS show followed real-life couples aboard a luxury Princess Cruises ship as they searched for love. O’Connell stated that he and Romijn were fans of the original show.
The celebration continues
In October 2022, cast members from both the original show and the new reality series came together for a special “The Love Boat” themed cruise. The seven-day Mexican Riviera cruise on the Discovery Princess included a tribute to Gavin MacLeod. Cruisers got to meet the cast who shared their favorite memories from working on the show, and they participated in a vow renewal ceremony for guests on board.
The reality show cast met the classic series cast for a special Princess Cruises sailing — Photo courtesy of Princess Cruises
“The Love Boat” continues to find new fans. When you’re on a Princess Cruises ship, you can stream select episodes from your stateroom that still have introductions by Gavin MacLeod. When you get back home, it can be viewed on streaming services like Paramount Plus.
