If you take numerous cruises a year, then the purchase price of 100 shares of stock is immaterial to your financial situation. Purchase the shares. If you take 1 or 2 cruise every few years, the price fluctuation can wipe out any benefits. Again, if the purchase price is immaterial to your situation, purchase the shares. Only you can make that decision. If the decision requires a lot of research, pass on the purchase of the stock. I own 100 shares and have received the credit on probably 20 cruises. I bought the shares 12 years ago. This decision can only be made by you, your financial situation and how many times you plan to cruise in the future. As a pure investment, their are better alternatives.