In response to the global movement of neoliberal values, the rise of mega-ships has produced a shift towards a vacation trend that is promoted as offering everything you could need … for any age, style or mood. These extravagant floating cities package a vacation where you can be everywhere and nowhere simultaneously. In addition to a borderless onboard multisensory shops, theatres, wine cellars, bars, spas, pools, fitness centres, symphonies, libraries, art galleries, eclectic restaurants, display of rooftop grassy parks and crew ‘from every corner of the world’, passengers also consume offshore itineraries at multiple ports of call. This market-driven industry of cultural fantasy tourism is what Andrew Wood calls an ‘omnitopia’, defined as ‘an architectural and perceptual enclave whose apparently distinct locales (and locals) convey inhabitants to a singular place’ (Wood 2005: 318). These lavish omnitopian palaces are ideal spaces for fuelling unreflexive consuming behaviours that evoke Mikhail Bakhtin’s ideas of an atmosphere of carnival, especially during ocean crossings (and repositioning itineraries) that have many sea days and minimal ports of call. With a participant-observation trajectory, this article will use Celebrity Cruises as a case study to consider the temporal carnivalesque nature of ocean crossings and examine how the brand’s ‘Modern Luxury’ and ‘Starring You’ mandate is manifested onboard through the lavish design and star treatment and through performance events that offer passengers opportunities to enact the fantasy of celebrity status. These onboard amenities are programmed to distract passengers from the existential experience of being at sea and the potential for boredom. However, crossings are rarely smooth sailing despite the cruise lines’ attempts to relegate the natural environment to the background so that the manufactured environment can function proficiently. With increased number of days at sea, less ports of call and a higher risk of rough seas and storms, the ocean is impossible to ignore.
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