The River Cruise Line is promoting its no-discount pledge on the front of its 2016 brochure in a bid to fuel early bookings.
The operator, which has held prices in its River Cruise Collection at 2015 levels, launched its price guarantee at the start of the year and is promoting its move away from discounting on the cover of brochures for the first time.
Sales and marketing director Steve Goodenough said: “Making the best deal available to early bookers is already paying off. We are 93% sold for cruises to the end of September, ahead of last year.
“We are dealing with more agents and they are earning more commission because prices are not discounted.”
The first-edition brochure, which features five new itineraries, has been released a month earlier than last year to encourage more early sales.
The line is in its fourth year of selling through the trade, which accounts for a quarter of business. Its target is 35% within two years.
New itineraries include a 12-day Delights of Amsterdam & the Dutch Bulbfields cruise on board Serenity from £379. The line is in the second year of its five-year charter of the 190-passenger vessel.
For the first time, the River Cruise Line is paying commission on pre-booked drinks packages, as well as excursion packages.
The operator is encouraging the trade to book online, describing river cruises as a “sleeping giant” for agents who book groups.