Celebrity Cruises markets itself as “luxury resort”

Celebrity Cruises bills itself as a “resort” instead of a luxury cruise line in its latest advertising campaign, citing its “Michelin-quality” dining and luxury spa. Celebrity is trying to attract luxury resort clients, but that’s a tough sell, says Morgan Graybill of Morning Star Luxury Travel in Greenville, S.C., noting that “the luxury resort clientele has a negative connotation with cruising.”