On Location: Fun & learning, activated – TravelBrands’ SeaU sets sail aboard Carnival Celebration

“SeaU there! Can’t wait to talk ship together!”

For months, the cruise puns were coming in hot. But over the weekend, at Terminal F at Florida’s PortMiami, the ultimate training event at sea finally set sail.

TravelBrands Encore Cruises’ ninth annual SeaU conference kicked off on Sunday (Nov. 3) aboard the fun-filled Carnival Celebration, welcoming a delegation of nearly 300 travel professionals from across Canada.

The sold-out symposium, which PAX is covering exclusively, offers travel advisors a deep dive into the cruising world with exclusive presentations by some of the industry’s top suppliers, insights on the latest trends and technologies, and immersions into beautiful Caribbean destinations.

It’s also a gold mine for networking – the 240 Canadian travel advisors attending this year (SeaU’s largest group yet) have ample opportunities to build relationships (and sales strategies) with a dozen cruise suppliers, with the support of TravelBrands’ staff.

The week’s classroom, meanwhile, is the Carnival Celebration, an action-packed, new-generation ship (designed to hold up to 6,500 passengers) that first debuted in 2022.

At 183,521 GT, and filled with eye-popping amenities, including its own roller coaster (called “Bolt”), Celebration is the second ship in Carnival’s Excel Class, and one of the largest vessels in the company’s fleet (it ties with sister ship Carnival Jubilee, which debuted in 2023).

SeaU is not only back, it’s also bigger than ever.

“At TravelBrands, our passion for cruising inspires us to equip travel agents with the expertise and confidence to effectively promote cruise vacations using the latest technology,” said Nathalie Tanious, president and CEO of H.I.S. Canada Travel Inc, the parent company of TravelBrands, previously. “We’re excited to share this enriching journey with everyone on board!”

Pioneers of fun

SeaU’s week-long itinerary, on until November 10, not only aims to provide lessons (in both English and French) for maximizing sales (especially ahead of Wave Season), but it also gives travel professionals an authentic experience at sea (one that they can ultimately relay to clients). 

The Carnival Celebration, this week, will transport agents to picturesque ports of call, including Amber Cove (in Puerto Plata in the Dominican Republic), historic San Juan in Puerto Rico, and finally, Saint Thomas.

And an exciting program is on the horizon – on Tuesday (Nov. 5), SeaU delegates will embark on a city tour of Puerto Plata, and then participate in various excursions, such as mixology classes, legacy tours and rum tastings, in San Juan on Wednesday.

Even before SeaU set sail, agents who arrived in Florida early had opportunities to tour other ships – Royal Caribbean led an inspection of its new Icon of the Seas, while Celebrity took a group aboard Celebrity Beyond.

The assignment, now, is to unlock the secrets of Carnival Celebration, which, like the Excel Class flagship Mardi Gras, has six themed “Zones” that activate fun (a word you’ll hear often on board a Carnival ship) and flavours.

From “Celebration Central” (a multi-purpose space, with 1,400 colour-changing lights, for live shows) to “820 Biscayne” (a Miami-themed zone, complete with art deco design, neon lights and flamingo decor), to “The Gateway” (an innovative neighbourhood, with an LED ceiling, for dining and drinks that pays tribute to the charm and magic of travel) to “The Ultimate Playground” (complete with three waterslides, a ropes course, shipboard roller coaster, and more), Celebration packs a powerful punch.

“When it comes to cruise lines, Carnival is a pioneer of fun,” said Bruce Lidberg, director of sales for Western Canada and Ontario at TravelBrands, commenting on the 52-year-old cruise line in his opening remarks in Celebration’s theatre yesterday.

For Carnival’s sales team, hosting an enthusiastic group of travel pros, of various levels of sales experience, is a big deal.

Speaking with PAX, Justin French, regional vice-president – Western/Northern U.S. and Canada at Carnival, called SeaU an “amazing” and “rare” opportunity for the cruise line.

“There are so many options [for TravelBrands] to choose from,” he said. “We’ve bid [to host SeaU] in the past, and we weren’t successful. But TravelBrands has realized that there is a place for us. We’re the biggest cruise line in North America. We carry the most passengers. And we’re a well-known brand in Canada among consumers.”

This week, Carnival’s Canadian sales team, supported by Business Development Director Marilisa De Simone and Business Development Manager Joel Danyluk, will show travel professionals what the fun, family and value--focused cruise line is all about.

There are agents at SeaU who have never experienced the brand before, or haven’t stepped aboard a Carnival ship in a long time.

“They’re going to return home as brand ambassadors,” French said. “I’m not saying we’re the only cruise line for everyone out there, but the good news is that if somebody is qualified to sell [Carnival], they’ll be able to confidently qualify their clients because they’ve experienced the product.”

Carnival ships are easy to spot – just look for the signature red, white and blue funnel, shaped like a whale's tail, that is built into the line’s vessels.

French describes the brand as “the biggest cruise line for families,” noting the many awards the Florida-based cruise line has won for its family-friendly programming.

It’s also an accessible cruise line for North American customers. Most Carnival ships sail from the United States and Canada, from 15 homeports, year around.

“The entire North American population is either within a five-hour drive or two-and-half-hour flight to a Carnival ship,” French pointed out.

Families are a key target market (specifically multi-gen groups), as well as “skip-gen” bookings – grandparents, taking their grandkids on vacations, without their own kids.

As PAX observed during embarkation day yesterday, many Carnival guests travel together in groups, often wearing matching custom-made t-shirts, celebrating anniversaries and reunions (or the simple fact that they’re on vacation). Collectively, it’s a very, very happy ship.

“There’s a vibe on Carnival that doesn’t exist elsewhere,” French said. “When you step on board, you hear the DJ, you see people in t-shirts, family reunions…You get this distinct feeling. People are genuine. It’s a come-as-you-are environment. You see all demographics, from all walks of life.”

Agents attending SeaU this week will discover a “something for everyone” experience while unpacking Celebration.

“Whether you’re two or 92, there’s something to do,” French said, noting that on the average seven-day Carnival cruise, there are more than 200 activities offered on board. Things for the “relaxed extroverts” (passengers who want to chill and chat), all the way to the “kid pleasers” (parents overseeing an active family vacation).

And while families and socializing are a major focus at Carnival, there’s also room for exclusive and adults-only moments. “Havana” staterooms and suites offer an upgraded “ship within a ship” experience for members only, while the relaxing “Serenity” space is for grown-ups, aged 21 and up.

As well, “Loft 19” leans further into retreat-style cruising, offering private whirlpools and cabanas for guests in Excel-level suites, or for an extra charge.

With its new Excel Class ships, which are larger in size, carrying more eateries, lounges, bars, and deck-top attractions, Carnival, it’s safe to say, has entered a new era.

Two more yet-to-be-named Excel Class ships are on the way, set to debut in 2026 and 2027, and a new class of ship, called “Ace Class” for now, are scheduled for 2029, 2031 and 2033 (these will reportedly be even bigger, measuring 230,000 gross tons per vessel)

“We’ve definitely evolved,” French said.

His advice to travel advisors attending SeaU this week?

“Try new things, taste different foods and experience the ship,” he said. “It’s a working cruise, so why not take advantage of it? Find out what our brand has to offer.”

And ask suppliers a lot of questions.

“If you put the right person on the right product, you’ll have a client for life,” he said.

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