Seabourn, in contrast to Carnival, sells a very different experience, one designated for the upper-class. Despite the fact that Carnival Corporations owns Seabourn, Seabourn promotes itself as “luxury yachts,” not a cruise line. To do such, it invests heavily in advertising to improve its “reputation for its world-class service and accommodations” (Williamson). It offers luxury excursions that other cruise lines do not. For example, Seabourn organizes golf cruises so cruisers can take trips to “prestigious private courses: St. Andrews in Scotland, for instance” (Seabourn’s Cruise and Golf Combo). In addition, while most cruises offer a spa experience, Seabourn provides “holistic, water-therapy treatment (fitting for yacht travel)” (“Seabourn Cruises” 2010). Seabourn also completed a “refinement and enhancement” program onboard its ships in 2001. The yacht line now offers free wine and spirits, massages, and an “exclusive shore event for all Seabourn passengers.” In addition to these changes, Seabourn upgraded its “designer amenities,” so that passengers could enjoy “fine china and crystal” and “Egyptian cotton towels.” Seabourn introduced an expansive cigar program that ties cigars to fine wines and cognacs as well (Green, Stone). These amenities represent luxury. Even Seabourn’s themes are tied to the elite. Their themes include opera, food and wine, and Irish culture. Celebrity guests help reinforce the elitism underlying these themes, including esteemed English actress Lynn Redgrave (“Seabourn Cruise Line” 1999). Such efforts hence subtly instill a sense of elitism not offered to the masses. Cruisers accept these values. LTC Dan recognizes that Seabourn is “luxury cruising to celebrate a lifetime milestone event,” arguing that the “class of luxury” does not equate to a “flashy, crass ‘big boat’ experience.” Lincslady, meanwhile, appreciates that Seabourn offers “caviar ad lib whenever and wherever you want.” Cruisers, therefore, agree that Seabourn’s amenities represent luxury and class; they do not critically disengage Seabourn’s sign value from its brand.

Seabourn’s advertisements also suggest that those who purchase this experience are upper-class. One image on its website depicts a woman receiving a massage on board as she naps. Another website image pictures a couple toasting with champagne, as a stewardess looks on at them attentively with a platter she used to serve them. An advertisement, meanwhile, shows a Seabourn ship in the background, with five butlers offering champagne and fine foods to the consumer. Both the website images and advertisement subtly imply that Seabourn affords the consumer a higher societal status. Cruising, then, can offer consumers a false agency. If a cruiser can scrape together the funds, s/he can fleetingly adopt the Seabourn lifestyle, which includes “stewardesses” who will massage and serve attentively. Ironically, the Seabourn experience may not reflect one’s actual funds at all. Nevertheless, these images offer everyone the ability to identify as society’s elite.

Like Carnival, however, Seabourn still differentiates amongst class, even for the elite. Although Lincslady champions “the complete lack of differentiation between passengers – no butlers or similar perks,” there is extensive differentiation. The premium suite amenities, for instance, include “an array of amenities specially chosen to sate your spirit,” not offered to most on board. Seabourn rooms also differ. The ocean view suite for a 24-day cruise to Antarctica, Patagonia, and South Georgia Island costs $14,999. Yet the consumer can also purchase the Penthouse Suite for $34,999, the Penthouse Spa Suite for $38,499, or the Owner’s Suite for $42,999, which is  $28,000 more than the ocean view suite. Passengers even have different sets of wine menus depending on what they purchase. Seabourn’s differentiation, which it terms “the luxury of choice,” evidences Veblen’s conspicuous leisure. Cruising on Seabourn represents status and wealth. These cruisers indulge in the Seabourn experience, paying thousands of dollars in the process, to represent a specific class with which they wish to identify. Leisure loses its inherent meaning and becomes a means by which one can show off their economic status they seek to convey (Veblen 120-21). “Choice is fundamental to the experience of luxury,” according to Seabourn; this choice entails choosing how one opts to present their socioeconomic status through cruising.

Despite the ability to purchase different experiences of luxury, Seabourn adopts Carnival’s strategy of stressing that the experience has no ties to consumption. For example, the website emphasizes, “All dining committees are complimentary.” It also advertises its “complimentary champagne” and “open bar.” One does not even have to purchase transportation to the event—Seabourn’s fees include free business airfare (“Seabourn Cruise Line” 2000). This financial simplicity attracts consumers. Roxburgh, for instance, chooses Seabourn because it is “all-inclusive. No ‘nickel & diming,’ no tipping, alcoholic drinks included.” Included gratuity helps enhance the “Seabourn ‘ambiance,’” defined by how “being on a Seabourn ship just feels very comfortable.” Conchyjoe also believes financial simplicity matters. “Never having to sign a chit or swipe a card for a glass of wine at lunch or ever having to consider the cost of having that extra glass of wine at lunch” makes a difference. He explains that he and his wife “pay for this privilege” because of “the financial simplicity that appeals to most Seabourn cruises.” In these regards, the consumer believes consumption does not matter. “Consumption is not important,” Roxburgh stresses. CruisingKerby agrees, suggesting, “Consumption has no relevance at all to Seabourn being my cruise line of choice.” By failing to see the irony that Seabourn sells itself as an experience devoid of consumption (despite defining leisure by nature of how much one can consume), these consumers fail to fully engage with the consumerism that defines cruising.