The phrase “… who knows the price of everything and the value of nothing” is part of a famous Oscar Wilde line in a play describing a cynic. Some people think if it’s expensive, it must be the best. Today, it has been said Millennials and Gen Z value experiences over possessions. When you travel, enjoying traditions can become experiences and these traditions define a timeless luxury. Some cruise lines deliver this experience. How do they do it?
Without naming any specific cruise lines, let us look at traditions that recall the luxury of a bygone age.
- Early and late seating at dinner. Imagine traveling on an ocean liner in the 1920’s or ’30’s. Dining was likely the major event of the day. There were no alternative dining options. Everyone dined at one or two seatings. At certain times, everyone was well dressed and headed into the dining room. First and second seating is still done on some ships today.
- Formal nights.There is a trend towards casual dress. It’s been trending that way for at least three decades. People still like to dress up. It makes them feel special, part of a fantasy lifestyle. (Why do you think Halloween is so popular?) Some cruise lines still have formal night. Men are expected to wear a tuxedo or dark suit. Women wear gowns or long dresses.
- Galas. Some people like to dress up. One reason is everyday life gives very few opportunities otherwise. Some cruise lines hold gala evening, decorating a large ballroom. People sit around, drink cocktails, enjoy canapes and dance to a live orchestra. They have an experience they cannot get at home.
- Napkin in lap. This is only one example of service. When we reach the end of a cruise vacation, my wife and I explain to the staff “No one unfolds my napkin and drops it into place at home.” This is a small touch of luxury that has disappeared from modern life.
- Exclusive parties by invitation only. Many cruise ships host them. Years ago, there was the Captain’s welcome cocktail party. Then a party for past travelers. Finally, there was a party for frequent travelers. You received a wedding style paper invitation, which you needed to present at the door for admittance. Exclusivity sells.
- Fireworks. When a world cruise would start, multiple ships might leave at once. The port city would arrange fireworks in the harbor to mark the occasion. Your vacation becomes a cause for local celebration.
- Marching band. On one world cruise, the line arranged for a British Army marching band in red uniforms to march through the lobby and around the ballroom, then off again. It would happen every year. Passengers would try to get the best positions to view the spectacle.
- Class system accommodations. This was popular a century ago, then it almost died out until it was revived again. As ships have gotten bigger, they have embraced the concept of “a ship within a ship.” For a higher fare, you can book into a category with separate bars, dining rooms and outside deck space. You are sailing with thousands of others yet can choose to stay in a bubble. In the 1920s this was likely called First Class.
When properly presented, tradition can define luxury. It does not need to cost a fortune to experience it. Your travel agent can tell you which cruise lines place a high value on tradition.
Editor’s Notes:
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cover photo by Bryce Sanders: entrance to a Cunard Britannia dining room viewed from the interior
