Saga Holidays is to promote and sell Fred Olsen Cruise Lines voyages in a “significant” new partnership.

Saga will have allocations on a range of 2014/15 Fred Olsen cruises across its fleet of four ships – Balmoral, Braemar, Boudicca (pictured) and Black Watch – focusing on sailings that do not compete directly with Saga cruises from a number of UK regional ports.

Saga will provide Fred Olsen with a new sales distribution channel for early-to-mid-term business in a bid to help cut the volume of last-minute bookings, which can have a negative impact on yields.

Fred Olsen and Saga previously worked together as trading partners.

Fred Olsen Cruise Lines sales and marketing director Nathan Philpot said: “This new agreement between Fred Olsen Cruise Lines and Saga Holidays will help to improve our yields significantly, and our financial position overall.

“Both companies are keen for the venture to be successful; with Saga concentrating on selling regional departures early, we will be able to maintain sensible prices and maximise yields, which will benefit Saga, Fred Olsen and our travel trade partners alike.

“Saga will be marketing Fred Olsen cruises to its extensive database, which already recognises the value of buying travel and holidays through Saga; with this new agreement, Saga customers can now take advantage of Fred Olsen’s competitively-priced cruise holidays, backed up by the expertise of our two trusted brands, from their convenient local port.”

Saga Cruises chief executive Robin Shaw added: “This is an exciting time for Saga cruising and this venture allows us to reach out to more people. We will now be able to offer even greater choice to today’s over-50s.

“Customers will get all the added extras that those who book with Saga directly enjoy – and the security that we will offer a great experience at excellent value.”

The agreement follows a similar deal between Saga and Azamara Club Cruises.