Cruise lines have recently faced numerous and severe crises such as food poisoning, power failure and even capsizing. Recovery messages could be used to mitigate the negative impacts theses crises have on cruise lines’brands. Thus the purpose of this study is to further understand which recovery messages are the most effective in improving a negative brand image and in convincing cruisers to book a cruise after a crisis. An experimental design will be used which will include four types of recovery messages and four types of crisis’scenarios. The impact of recovery messages will be measured both in terms of behavioral loyalty (e.g.; purchase intent) and attitudinal loyalty (e.g.; brand image).