With increased reserves of disposable income, affluent Americans were on the move during the two decades after the Great War. Winter tans cultivated in warmer climes became in vogue and cruise lines eagerly catered to the tourist. Once the province of the wealthy, a cruise to Europe was within the reach of the middle-class. Since trans-Atlantic travel was one of the status symbols of the time, United States Lines tapped into potential passengers’ imaginations by offering images of style and sophistication. An early tag line for the line was: “The American Way to Europe.” This changed to metaphors of USL being American – a direct pandering to patriotism popular at the time and American standards of comfort and modernity.
During the Jazz Age, advertisements remained unchanged between changes in management from the U.S. Shipping Board, to Paul W. Chapman, and finally International Mercantile Marine: they were striking with their sparse sans-serif fonts and modern Deco typography, and images of upper-class ease aboard streamlined vessels. United States Lines promised exceptional service and the allure of a cabaret atmosphere.
Below find advertisements in National Geographic from decade between 1925 and 1936.
usl jazz age adverts
Col.: IW
imm jazz age adverts
By comparison, prior to the acquisition of USL, International Mercantile Marine took a softer, less bold motif in their advertisements. The two examples below emphasized movement and a gauzy feeling of comfort.
Col.: IW
ticket costs 1925 & 1926 vs 2019
By way of analysis, the cost of a USL trans-Atlantic cruise in 1925 and 1926 was significantly more expensive than a comparable cruise aboard a Cunard Line ship in April 2019. Although, flying First Class from New York JFK to London Heathrow in April 2019 is comparable in cost to a USL First Class ticket in 1925. Apparently USL Cabin class in 1926 is comparable to Business Class in 2019 – relative prices for modern modes of transportation have not changed. By comparison, ocean travel in 2019 averages 40 percent less the price of the same class in 1925 and slightly lower than in 1926.
| class/year | 1925 (USL) | 1926 (USL) | 2019 (Cunard) | 2019 (flight) |
| 1 | $2,224.25 | $1,348.05 | $999 | $337 |
| 2 | $4,018 | $1,933.39 | $1,299 | $1,303 |
| 3 | $5,453 | $2,057.55 | $1,369 | $2,183 |
| 4 | $7,605.50 | $3,277.89 | $4,894 | $7,497 |
Classes are as follows:
| class/year | 1925 (USL) | 1926 (USL) | 2019 (Cunard) | 2019 (flight) |
| 1 | Tourist III Cabin | Tourist III Cabin | Inside Cabin | Economy |
| 2 | Second Class | Second Cabin | Outside Cabin | Premium Economy |
| 3 | First Class | Cabin Class | Balcony | Business |
| 4 | First Class (Leviathan) | First Class | Suite | First Class |
