Let's be frank. Booking through a Four Seasons Preferred Partner travel agent gets the consumer a $100 credit. For rounding purposes, that is essentially nothing to the consumer, but it generates a major commission of at least 10% of the total fare to the travel agent, i.e. Ford.
They are licensing out the name because the hotel brands are no operating the curises although members may receive some perks and benefits. I think they need to find a new audience of customer for this. Even people that are not typical cruisers but would consider some of the other luxury hotel branded ships may not consider this one because of the difference in the total. The rooms in itself is much more than others too. I agree I think those typical cruise customers that go on traditional luxury cruise lines won't consider this.