What 15 luxury and premium ocean brands actually discounted last year — recovered from archives and the trade channel after every campaign page came down.
The assumption going in was that luxury brands protect price integrity by staying out of the discount window. That is not what happened. What separates the field is not whether they promoted but how visibly.
When each brand's booking window opened and closed. Black Friday was Nov 28 and Cyber Monday Dec 1, 2025.
Headline discount where the brand led with a percentage. Brands that led with a fixed value are listed beneath rather than converted — a per-suite dollar cap and a percentage off fare are not the same instrument.
Read the depth figures with care. Cruise Critic members tracking real Silversea quotes found its Black Friday priced roughly $10 better than the 30% sale that immediately preceded it. The ranking is a fair guide to promotional posture; it is not yield data.
Depth is half the picture. The deposit lever moved independently of discount depth all season — a brand can look undiscounted on fare while being aggressive on commitment.
The same weeks carried two kinds of campaign, and the choice between them is a positioning decision rather than a pricing one. Some tied themselves to the retail event and said so. Others ran a proprietary campaign with its own name and story that never mentions Black Friday — while discounting just as hard.
These are the ones built around a name and an idea rather than a date on the retail calendar. Each ran a real discount — they simply refused to call it a sale.
Campaigns that specifically listed Alaska or Asia among their eligible sailings.
No brand ran an Alaska-only or Asia-only named campaign in either 2025 window. Region was an inclusion inside a fleetwide campaign, never the campaign itself. The region-specific offer pages that do exist are evergreen destination pages, not seasonal campaigns.
Seabourn is excluded from the Internet Archive. It returns a 403 with an explicit exclusion notice, so the archive holds no 2025 pages for the brand at all. An empty result there reads exactly like “ran no promotions” — the opposite of the truth. Recovered from Common Crawl instead.
A page captured in 2025 is not automatically a 2025 campaign. Brands leave old campaign pages online for years; Emerald's “Summer Black Friday Sale” was captured in March 2025 but states an August 2024 deadline. Those are excluded, not counted.
Regent published two different wave offers under one name — 20% off with a 50% reduced deposit in the US, 40% off with a 7.5% deposit in the UK. Both are real; it is a market variant, not an error.