cargo was also important to White Star, as the company owned not only the largest cattle carrier in the world, but also the largest passenger-cargo liners on routes to South Africa, Australia and New Zealand.
T
homas Ismay died unexpectedly a few weeks before the start of the new century and company control passed to his son Bruce. In 1902, White Star’s new chairman faced his first major challenge when John Pierpoint Morgan, the American financier and banker, announced the formation of the International Mercantile Marine Corporation of New Jersey (IMM). Morgan, with his vast fortune, planned to do to the North Atlantic what he had done to the US railroad system, i.e. bring all the main shipping companies under one umbrella. IMM had already taken over a number of key British transatlantic lines and, at the end of 1902, they acquired White Star. Ismay’s leadership abilities were
soon recognised by Morgan and, in 1904, he was placed in charge of the IMM group. Cunard resisted all attempts to join
IMM. The government was also concerned about the potential loss of British inde- pendence on the Atlantic routes and, with national prestige at stake, Cunard was given a loan to build the 30,000-ton Lusitania and Mauretania, the largest, fastest and most luxurious liners to date. A key condition was Cunard would remain in British ownership.
Triumph and Tragedy In 1908, White Star responded to the challenge by placing an order with Harland & Wolff for three immense
45,000-ton, 882ft ships. This trio would not only be floating palaces for the super-rich but would also accommodate more than 1,000 steerage passengers. Olympic, the first in the series, was completed in 1911 and was a revelation with her wonderful public rooms. Not only did she have an à la carte restaurant in addition to her first class dining saloon, she also boasted a gymnasium, plunge pool, Turkish bath and squash court. The first class staterooms were outstanding, with cot beds and decorated in various designs from French Empire to Adam style. In April 1912 Titanic made her debut as
the line’s new flagship only to be lost on her maiden voyage. Some 1,503 people
Spring 2012 I WORLD OF CRUISING 27
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