Try and open up the ant build file in Eclipse and use the deploy target.
I don't believe you can associate these projects with a server in Eclipse and use the publish functions, it needs to be ant driven.
I use Netbeans so this is at best a guess.
Alternatively, just use the command line, open a command prompt, go to the example directory and just type ant.
After several iterations I was able to deploy the ?Booking? example on Eclipse. The key is to use the ant build file prepared by seam-gen for a new application and then adapt it for ?Booking?