There could be several reasons you're not getting picked up or called on.
1. Cruise lines do most of their hiring through recruiters now ... where are you located?
2. Are you being specific about the position you're applying for? What are you applying for?
3. Are you submitting both your Cover letter & Resume? Most resumes are not even looked at when they're not preceded by a Cover letter.
Not knowing all the details of your situation, I hope these tips help.
***Edited to remove commercial reference***