Agents have hit out at a direct price guarantee from P&O Cruises and Cunard, claiming the promotion undermines the trade.
Passengers who book direct through either line, then see a lower price advertised by any agent within 24 hours, will either receive a refund or onboard credit for the difference.
Some agents accused the lines of favouring direct sales over trade bookings, while others raised concerns about the long-term impact of the Price Promise promotion, which began on December 18 and will continue indefinitely.
More: P&O Cruises reveals star line-up for Iona ‘festival at sea’
P&O Cruises to reposition ships in 2021
Work begins on new Cunard ship
One, who asked not to be named, called the price guarantee “anti-agent”.
He said: “We’re very concerned and feel it is going to undermine agents. It is the most uncommercial decision.”
The agent hopes to pressure the lines to reverse their decision, adding “four or five” fellow agents had called him with concerns.
“It is very frustrating,” said another agent. “The customer will just think ‘why book through an agent?’ I thought we had gone beyond this point.”
Jordan Brewer, Worldwide Cruises UK sales manager, said the price promise sends “a strong message” to consumers to book direct.
The Travel Village managing director Phil Nuttall suggested the move could be to discourage agents discounting and may have “an adverse effect” on trade bookings.
Alex Delamere-White, P&O Cruises’ vice-president of sales and marketing, said: “We want our guests, through whatever channel that they book, to have reassurance that their holiday is being booked at a great price. We continue to offer a level playing field.
“Our consumer offers are available through any channel and when we have talked to travel agents, they have respected that we are providing reassurance in times of uncertainty.”
He added: “The travel agent is still a significant channel for business. We are committed to the UK trade.”
When asked if the Price Promise was to discourage discounting, Delamere-White reiterated that it was simply to “provide reassurance” to customers.
P&O Cruises and Cunard are also looking at introducing a phased payment scheme for direct sales, which is already offered by some agents.
Podcast: 2019 – a good or bad year for travel?