Princess Cruises is to launch a price-driven sales campaign on December 1 after getting feedback from customers and agents.
UK director Paul Ludlow said the focus on savings reflected the squeeze consumers were feeling in the tough economic climate.
The Big Princess Sale will feature savings of up to £1,600 per couple, which Ludlow insisted were available across the Princess programme and were not limited to a small number of departures outside peak season.
“We decided to launch on December 1 as we know some customers want to beat the January rush and get their holidays booked before Christmas,” he said.
“The feedback we have had is that price is the main driver as people’s disposable incomes are being hit, and the prices offer considerable savings on current average selling prices as well as brochure prices.”
Lead-in prices for the 2012-13 programme start at £699 for a seven-night ex-UK cruise.
The offers can be combined with Princess’s groups scheme, which allows agents to earn bonus commission by booking more than 16 people on a single sailing.
The sale will run until February 29, 2012.