Since 1988, Seabourn has provided its guests with a luxury cruising experience onboard intimate ships with highly attentive staff. However, with new cruise brands entering the market and guest expectations constantly evolving, the brand is strategically curating its onboard and shoreside experiences to sustain customer loyalty while differentiating itself from competitors.
“When our first ship was in the water, the idea of luxury cruising was fairly new,” says Mark Tamis, president of Seabourn. “We have a lot of guests who have sailed thousands of days on Seabourn, but their loyalty is something we have to earn, so we focus on delivering an exceptional luxury product through our people, and that’s what has always made Seabourn different
“It’s fantastic to see all these brands entering the luxury cruise market and most are affiliated with a luxury hotel brand, so they’re focused on delivering what their guests want. Generally, they haven’t cruised before, so a new clientele is being introduced to cruising. The more people that are interested and aware of luxury cruising the better, and some of them will start researching and asking ‘who has the most experience and the best ratings’ and that will bring them to us. Rising tides lift all ships, as they say, so there’s room for everyone in the luxury cruising sector.”
Tamis joined Seabourn as president in December 2024, bringing a wealth of experience in the cruise, luxury and boutique hotel space having previously worked for Four Seasons Hotels and Resorts, Royal Caribbean International and Carnival Cruise Line. This experience has cemented his belief that staff, service and interactions are the three essential components of delivering an exceptional experience.
“I was with Four Seasons for 17 years and when I started, there were nine hotels and the company was committed to delivering a luxury experience to guests through its staff,” says Tamis. “When I took on this role at Seabourn and spent time on our ships, I saw for myself the relationship that has been built between our staff and our guests over the years. A travel partner suggested I pay particular attention to how staff welcome guests onboard on embarkation day, and it was incredible to see how many of our team hugged guests. I found it so heartwarming and it’s something I look forward to seeing every embarkation day. Our teams really understand how to deliver a personalised experience for guests and that builds customer loyalty. Luxury hospitality has always been about people, but Seabourn takes it to a different level. It’s hard to articulate; it needs to be seen and experienced.”
Alongside intimate, all-inclusive ships, Seabourn prides itself on offering hand-selected itineraries, with specially curated shore excursions, to all seven continents. But how does it balance offering guests a sense of adventure and unrivalled access to destinations with the levels of comfort and service guests expect from a luxury cruise brand?
Seabourn has partnered with the indigenous people of Wunambal Gaambera Country in the Kimberley, Australia, to improve the guest experience and enhance the lives of the people who live there year-round (Photo:Seabourn)
“The Seabourn brand exemplifies the perfect symbiotic relationship between exploration and luxury,” explains Tamis. “When I think of Seabourn, I picture adventure and that means different things to everyone. For some, it could be visiting a hidden Michelin-star restaurant in the Ginza Station in Tokyo, Japan, and having an incredible experience they wouldn’t have anywhere else. For others, adventure is going on an expedition to Antarctica to see leopard seals in their natural environment. Because Seabourn sails the globe, our guests have the opportunity to experience exploration that’s delivered in a luxurious way.
“Small examples include our complimentary Helly Hansen outdoor gear on our expedition ships, which is stored in a separate heated closet, ensuring it’s warm and dry when you put it on before departing on your Zodiac. It’s little touches like having a hot cocoa or a glass of champagne waiting for you when you get back onboard; it’s the incredible culinary experiences we offer; our beautiful suites with the finest mattress, linens and complimentary toiletries. It’s everything you’d expect in a luxury shoreside hotel, but delivered in the most remote locations which makes Seabourn the perfect marriage of exploration and luxury coming together. That’s what our guests want and why they return time and time again.”
Global exploration comes with a responsibility to protect the environment and the communities living in the destinations Seabourn visits. “Everywhere we go, we’re working with organisations to ensure we have a positive impact not only on the oceans we travel, but also on the lands and the people we visit,” says Tamis. “We want to partner with the local people so they view us and our guests as beneficial to their community. In everything we do, we’re always very cognisant about the impact we have on the places we go and make sure to not only minimise the environmental impact but maximise the positive impact on communities.”
In the Kimberley, Australia, Seabourn has partnered with the indigenous people of the Wunambal Gaambera Country to help develop a self-sustaining industry where they produce authentic artworks and crafts to sell. The Wunambal Gaambera share the unique Uunguu Experience with Seabourn’s guests, imparting Wanjina Wunggurr culture through welcome and smoking ceremonies, rock art tours, junba song and dance, and art and stories from the Uunguu Rangers who look after the land. Seabourn has also donated money to amplify the funding Wunambal Gaambera has already received from Tourism Western Australia to assist with the development of tourism facilities and products.
“The Kimberley is a great example of how we work with indigenous people to improve the experience of our guests, but more importantly to enhance the experience of the people who live there year-round,” says Tamis. “Tucked along the northwestern corner of Australia, the Kimberley is one of the world’s last wild frontiers and the island of Ngula Jar is featured on all our itineraries in the Kimberley, ensuring consistent visitation to Wunambal Gaambera Country.”
In 2027, Seabourn Venture will sail a 94-day pole-to-pole expedition cruise (Photo: Seabourn)
In 2027, Seabourn will embark on its first ‘Grand Expedition: Pole to Pole’, a 94-day itinerary sailing from the High Arctic through the Northwest Passage to the Caribbean and South America, before ending in Antarctica (Ushuaia) onboard Seabourn Venture.
“A lot of what we do is bucket list, especially on the expedition side,” says Tamis. “These are once-in-a-lifetime trips for our guests who have heard about these destinations and now are motivated to experience them, so putting it all together into this 94-day north to south itinerary has been incredibly well received. Lots of guests have already booked despite having travelled with us either to the north or to the south before, but want to experience it all together in one trip. I’m excited to hear the feedback.”
With the brand preparing to celebrate its 40th anniversary in 2028 Seabourn is focused on ensuring it has “the best team on our ships in the world and ensuring we’re doing everything to take care of our guests,” says Tamis. “We want to continue to not only elevate the experience for our guests but also elevate the experience for our onboard teams too. The idea of loyalty is equally as important within our staff team as it is with our guests because Seabourn is defined by our people. While we have great ships and visit some of the most unique destinations around the world, a luxury cruising experience comes down to the people delivering it. Our priority will always be to take care of our staff, so they remain loyal and continue delivering a service and experience that keeps guests coming back again and again for many years ahead.”
Discover more insights like this in the Spring/Summer 2026 issue of Cruise & Ferry Review. Don’t miss out – subscribe for FREE and get the next issue delivered straight to your inbox.