Yachts of Seabourn is to be rebranded and will now be called Seabourn.
The decision to drop ‘Yachts of’ from the title was announced tonight by president and chief executive Pam Conover.
Conover said the decision follows extensive research with agents, past guests, prospective clients and employees.
She added: “We have realised an inappropriate understanding amongst consumers – more specifically the reference to yachts and yachting – was putting a good deal of prospective new guests off discovering more about our product offering.
“The term yachts does not do justice to the luxury facilities onboard our ships such as the fine dining, exceptional service, entertainment and spas.
“With the introduction of the new Odyssey class ships we are seeking to attract new guests to Seabourn and we want to ensure our brand clearly reflects the quality and style of service we provide onboard.”