Cruise agents report growing bookings momentum in wave period

Cruise specialist agents say cruise sales are “gaining momentum” during the wave selling period, with flash sales building on interested generated by early promotions.

The trade had previously credited early December campaigns featuring headline offers from a range of lines for stimulating the market leading into the new year.

InteleTravel UK and Ireland managing director Tricia Handley-Hughes said sales were up 25% compared to last year, with a focus on summer sailings and a mix of short and long-haul bookings.

However, she said earlier “heavy discounting” had affected yields, with average booking values down 10% to £3,700 for the period.

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Handley-Hughes added: “Cruise bookings remain very healthy, with customers booking six to seven months in advance.” 

Jonny Peat, director of cruising at Advantage Travel Partnership, noted some promotions “landed early” with “low deposits and deeper discounts” stimulating sales.

But he reported average booking values for the consortium’s members were up 11% year on year, saying clients were “prioritising value rather than the lowest price”.

Peat added: “Members are having real success selling up through upgrades, competitive pricing and low deposit offers, all of which reinforce cruise as a compelling value proposition at the point of enquiry.”

Advantage Travel Partnership commercial director John Sullivan added cruise bookings were up 30% last week on the prior week, with revenue jumping by 37% in the same time. 

"Leading up to payday weekend, we expect this to continue with members reporting good levels of enquiries," he said.

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While summer 2026 has been the most popular season booked, and shoulder seasons are “performing well”, Peat was “encouraged by early strength in 2027 bookings”, particularly across luxury and long-haul destinations such as Asia, Alaska and South America.

“Overall, demand remains healthy was more evenly spread across the trading week last week after solid weekend performances earlier this month,” he said.

Janet Whittingham, head of cruise at Travel Counsellors, said wave campaigns were helping to stimulate interest but agreed the market was “not purely discount-led”.

She said cruise sales were up 21.6% year-on-year, reaching a total of £4.4 million between Boxing Day and January 13, with booking volumes increasing each week in peaks.

“These highlight sustained momentum, rather than a short-term spike,” she said, predominantly driven by premium and luxury cruise and not slowed by higher prices.

Gold Medal Travel Group trading director Simon Owen said the premium market was "leading the way" for its specialist brand Cruise Plus, while ultra-luxury bookings were up 140% year on year. 

He said: "Destination demand is broad, but we’re seeing particular interest in South America where our bookings are up 233% year on year, as holidaymakers look to pair cruising with more experiential destinations."

Forward bookings for 2027 are at 27%, he added, which he said clients "booking further in advance whilst seeking value for money".

Catriona Parsons, head of cruise at Hays Travel, said sales were “building steadily”, with year-on-year growth increasing from single to double digits and average selling prices increasing by £200 per person.

The highest increase in bookings was for fly-cruise and river bookings, she said, and at least 20% of customers booked to go travel within the next three months.

Dave Mills, chief commercial officer at Iglu Cruise, said wave had started “extremely well”, with cruise-and-stay and “more-inclusive” packages growing in popularity and flash offers building on “brilliant wave deals”.

He also highlighted customers switching to US cruises from Europe to tie in with the Fifa World Cup this summer, while cooler destinations were “definitely on the rise for peak summer”.

Elaine Ross, product and partnerships manager at Cruise Nation, said 2026 was “shaping up to be our most-booked sail year to date”, with the agency’s low deposit offer and flexible payment options helping to get bookings over the line.

“Travellers are booking further ahead, but they’re being savvier and more price-conscious, taking time to shop around and ensure they’re getting the best holiday for their money,” she said.

Ross had also seen a 42% year-on-year rise in bookings for longer 11-to-16-night packages.

Fran Hurst, head of sales at Bolsover Cruise Club, agreed “compelling offers” were helping boost bookings, leading to “a strong start to wave” with year-on-year growth in passenger numbers and revenue.

“This gives us real confidence for the year ahead,” she said, adding luxury and group travel had seen “particularly strong sales”.

Sarah Wikevand, ROL Cruise chief commercial officer, echoed this as she said “strong offers” were “helping to drive momentum”, with “particularly strong demand” for 2026 departures and no-fly cruises for this year and next.

Barrhead Travel managing director Nicki Tempest-Mitchell said the wave period had “a slightly flatter start” than previous years, before “an acceleration in demand” resulted in year-on-year growth across all sectors since the start of the school term.

She highlighted inclusive packages were “resonating strongly”, suppliers “moving quickly to enhance campaigns” had “gathered pace” and “high-impact offers, meaningful benefits and direct regional flights” were playing “a significant role”.

Summer 2026 Mediterranean fly-cruises and ex-Southampton sailings were “the standout performers” since early January, and Asia has been “exceptionally strong” for long-haul, she added.

“Pricing is holding firm for cruise lines that are already well sold for 2026, reflecting the strength of demand,” she said. “At the same time, there are some excellent opportunities emerging, particularly for summer 2027 Mediterranean sailings, which are proving very attractive for households planning further ahead.”

Tempest-Mitchell, added: “Overall, the outlook for pricing feels balanced and sustainable, and we’re very positive about how the market is shaping up.”

Sandra Corkin, Oasis Travel creative director, said there had been “a slow start to the month” but cruise sales have “really picked up”, with 70% of cruise sales for 2026 and 30% for 2027, and a trend towards luxury.

“Value and strong campaigns are driving cruise sales,” she said. “Prices are up on last year generally, but there is still great value for clients who are flexible with dates and destination.”

Joanne Pearson, founder of Southampton Cruise Concierge, said the agency had experienced a year-on-year increase in enquiries, but “closing the deal has not been so easy”.

“People are waiting for the end of January or beginning of February to lay down deposits and secure holidays,” she said.

“It is also extremely difficult for independent travel agents like ourselves to compete with larger travel agencies offering no deposits or £1 deposits.”

Ian Gilder, managing director at Adore Cruises, said trends in this year’s wave period were “similar to last year”, with sales expected to pick up in late January and early February.

Richard Slater. managing director at Henbury Travel, said it had been “quiet” at the start of the year, but cruise sales have been “strong, both ocean and river”, making up just under a third of bookings so far in January.