Seabourn: back on course, "The Yachts of Seabourn" are tops in personalized service - Company Profile

Cruise Travel, July-August, 2002 by Heidi Sarna

Since its inception in 1987, Seabourn Cruise Line has been synonymous with highbrow luxury and exotic itineraries. Carrying just 208 passengers apiece, the nearly identical Seabourn Pride, Seabourn Spirit, and Seabourn Legend are among the smallest, most intimate ultra-luxe cruise ships.

While sailing among the Greek Isles or the British Virgin Islands, there's nothing quite like dining on the outdoor terrace of the Veranda Cafe on a Seabourn ship, just feet above the churning surf. The backdrop is a starry black sky and the tiny lights of distant ships. Only a private yacht gets you closer to the sea.

When the ships debuted, they were different from anything that had come before. Founded by Norwegian shipping magnate Atle Brynestad, the Pride and Spirit entered service in 1988 and 1989 respectively. Spacious suites with marble bathrooms, formal dining, and an open-bar policy impressed their well-traveled guests. Champagne, jumbo shrimp, and caviar could be ordered any time of the day, and the Scandinavian stewardesses and European dining staff left nothing to be desired.

Eventually, of course, the ultra-luxury market grew, with Silversea Cruises and Radisson Seven Seas Cruises joining Seabourn at the top of the heap. Then Carnival Corporation stepped into the ring and bought its first stake in Seabourn in 1992, and later an interest in old-world Cunard Line in 1997. Grand plans to merge the two lines followed, and soon the Pride, Spirit, and Legend had step-siblings. (The Seabourn Legend only joined the fleet in 1996, four years after she was built on an initial order for Seabourn. Before Seabourn purchased her, the ship first sailed as Royal Viking Line's Royal Viking Queen and then as the Queen Odyssey for Royal Cruise Line.) Carnival Corp. transferred Cunard's two 116-passenger Sea Goddess yachts and its 758-passenger Royal Viking Sun to Seabourn, creating a six-ship fleet.

The experiment with consolidation didn't last long, however, and neither did changes like doing away with the ships' open-bar policy. By mid-2001, Seabourn had sold the Sea Goddess pair to Atle Brynestad, who went on to start a new venture, SeaDream Yacht Club. Shortly thereafter, the Seabourn Sun was transferred to Carnival Corp.'s Holland America Line and reintroduced as the Prinsendam. Finally, the original three sisters could take center stage.

"We've gone back to the original mission and vision. We've tweaked and refined the brand to make sure we're in step with the expectations of our guests. People have become more sophisticated in their everyday lives and more catered to than they were 15 years ago," said Rick Meadows, senior vice president of sales and marketing, who joined Seabourn in early 2001 after successful stints at Windstar Cruises and the Carnival Corp.

In the last few years, Seabourn has invested millions of dollars in improving and updating its product. Balconies, of course, have become must-have amenities on upscale ships as well as the mainstream megaliners. The Seabourn ships were built before balconies became a fashion statement in the mid-'90s, but the line came up with a plan. French balconies replaced the bay windows in 36 suites on each ship. These are not full verandas for sitting outside like the newer ships in the Silversea and Radisson Seven Seas fleets, but the sliding glass doors are a wonderful improvement and allow fresh breezes into the rooms.

Other onboard changes include the hand-painted murals added to the purser's reception area, a welcome splash of color to the ships' minimalist Scandinavian-style champagne and pastel decor Most recently, expensive London-made Molton Brown soaps, lotions, and shampoos have replaced the more ho-hum Neutrogena products in suite bathrooms. Complimentary mini-massages are now doled out ondeck by strolling masseuses from the spa. On request, you can even have your cabin stewardess draw you a fancy bath with eucalyptus oil or Dead Sea salts. And on every cruise, a special complimentary shore excursion is offered, such as an after-hours tour of the Vatican.

All of these new enhancements complement the first-class service that's been there from the beginning. Staff in tuxedos and white gloves escort embarking guests to their suites. A stewardess stops by moments later with two glasses of chilled champagne. With 157 crew-members serving just 208 guests, one of the highest crew-to-passenger ratios in the cruise industry, staff learn your name fast and remember that you like your scotch neat, can't sleep without three pillows, and prefer your teatime tollhouse cookies without nuts.

"Our trump card is our software and our service," Meadows said. Though, of course, slip-ups happen even on the best lines. A recent cruise fell short of five-star perfection--a wilted rose languished in a stateroom vase, a stewardess forgot robes, and course-by-course stateroom dining was unexpectedly rushed. Still, overall, service at sea doesn't get much better than with Seabourn.

On a recent Seabourn Pride cruise, I was struck by how the ship could be so small and intimate--the newer ships of Silversea and Radisson Seven Seas carry two to three times as many passengers--yet large enough to offer three roomy entertainment lounges. Among the offerings were cabaret acts, pianists, cocktail parties, wine tastings, trivia games, and impressive guest lecturers, which have included the likes of author Paul Theroux and former attorney general Edwin Meese. The speakers mingle and dine with guests as fellow shipmates--after all, a Seabourn cruise is the kind of vacation they'd choose for themselves.