Seabourn Forced to Finally Changing Its Frustrating Pricing Scheme

How many times have you seen a price for a Seabourn (or other Carnival Corp. cruise line) cruise and not realize there are hundreds of dollars – or more – in taxes and fees that weren’t disclosed by anything other than a small asterisk that you probably ignored?

How many times have you come to me asking for a quote and been surprised the price was higher than shown on the Seabourn website or email, only for me to explain Seabourn’s advertising doesn’t properly disclose all the taxes and fees you will also be paying? (i.e. that little asterisk!)

Well, those days are coming to an end, thanks to a new California consumer protection law that comes into effect on July 1, 2024.

My clients know that I always break out taxes and fees on my invoices. Why? It is for two reasons: (1) You are entitled to know exactly what you are paying for; and, (2) If you cancel your cruise, or you miss a port, you will know that amount (or a portion of it) is refundable to you…even if you are at a 100% penalty.  And, yes, finally, Seabourn is also going to be setting out that cancelation fees do not include the taxes and fees.

The other bit of good news is that Seabourn is not only providing this consumer-friendly – actually mandated – change in California but throughout the United States and Canada; supposedly to avoid confusion with consumers. Ironically, Seabourn was not permitted to engage in its now-prohibited advertising in the U.K., Australia, or Europe for many years because of its confusing/misleading nature. 

So, I have asked myself (as I have for years): Why would Seabourn continue a knowingly misleading advertising practice only in the U.S. and Canada? The answer has always been the same: Because it was the last market in which Seabourn could take advantage of its guests by getting them to emotionally commit to a cruise and then hit them with the additional costs.  

To be clear, this is one of the many issues I have had with Seabourn’s practices over the years and, let’s face it, it is yet another one that Seabourn tried to shut me up about, but couldn’t. I do not take any credit for the change in the law, but as the old clothing advertisement said, “An educated consumer is my best customer!“

There are many complaints about California over-regulating things. However, sometimes protecting the consumer through regulations is a good thing. I think prohibiting Seabourn from continuing the misleading/confusing advertising of its product is a positive thing.  

Maybe now Seabourn will end its relentless “Sale, Sale, Sale” advertising which I also believe is misleading/confusing and designed to induce consumers to be worried that they will miss a great deal when in reality they probably won’t.  (If it is a real sale that is entirely different!)  

To my mind, if you have a great product, market the product; not misleading or confusing advertising focused on price…and only the price.