Late cruise sales rise amid extra availability and flurry of deals

Cruise agents say an unusual volume of late deals and availability have boosted last-minute summer sales, with one line’s UK chief saying predictions of extra opportunities due to a drop in US travellers had “certainly played out”.

 

Fred Olsen Travel head of commercial Tracy Clenshaw said “multiple lines” had increased late availability, with unprecedented offers including discounts of up to 55% on some bookings.

 

She added: “There are now more last-minute deals for sailings within the next 90 days than ever before, and a significant portion of our current bookings are for these late offers.”

 

Clenshaw noted certain legs of world cruises and grand voyages were becoming “more accessible due to recent cancellations”.

 

She highlighted this presented “a real opportunity” for first-time cruisers and those with flexible travel plans to “take advantage of exceptional value and availability”.

 

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Not Just Travel agent Gemma Outram said future cruise sales remained strong but noted “unheard-of” late availability for ex-Southampton cruises and fly-cruises in the summer holiday.

 

She said the overall strength of the UK market suggested the late availability “could indicate a lack of overseas bookers coming this way, leaving more openings”.

 

Earlier this year, Norwegian Cruise Line vice-president and international sales and marketing officer Jason Kimmel predicted a dip in airlift and demand from the US would open up European capacity for UK agents to fill, a prediction the line’s UK head Gary Anslow said had “certainly played out”.

 

Anslow added: “Agents across the UK have had the opportunity to capitalise on increased availability for Europe summer 2025 sailings.  We have seen a very decent uplift in sales as a result.”

 

“Our trade partners, both retail and online, have grabbed the opportunity with both hands and we have seen a very decent uplift in sales as a result.”

 

Southampton Cruise Concierge managing director Joanne Pearson said some clients were opting to postpone bookings to future seasons due to financial pressures, which could also have contributed to late availability.

 

She also noted promotions coming online close to departure dates for fares and ancillary items like drinks packages to stimulate late sales, which she described as “unusual”.

 

She explained: “They normally discount three months before when balances are due, and that’s normally the lowest price, but people are now waiting for four weeks before and seeing that it’s going down again.”

 

Iglu chief commercial officer Dave Mills reported “an excellent June” for new ocean cruise bookings for “imminent departure across all destinations”, which he credited to competitive pricing and offers.

 

As an example, he said Iglu Cruise had “worked hard” to promote available family cabins available on MSC Virtuosa departing in mid-July, which had been available for under £2,216 per party of four for a fortnight in the western Mediterranean which he called “an absolute bargain”.

 

However, he said the late business was not denting sales for future seasons and noted “an interesting mix of demand”.

 

Advantage Travel Partnership senior commercial manager Jonny Peat praised lines for “holding strong on pricing for longer”, meaning promotions were introduced closer to departure dates.

 

“We’re all for the cruise lines holding firm, almost like the aviation model where they hold as long as possible,” he added.

 

“The launch pricing for 2026 and 2027 across mainstream and luxury is very strong and the cruise lines are doing a better job of trying to capture the future business two or three seasons ahead.”

 

Phil Nuttall, chief executive of The Travel Village Group, noted “sporadic” late availability and said river cruise volumes “may be impacted more” due to their proximity to eastern Europe and the Ukraine-Russia conflict.

 

A cruise specialist who wished to remain anonymous said there seemed to be more availability for this year because of “instability in the global market” leading suppliers to tactically focus on 2025 availability as late as June or July.

 

“The suppliers have got to do a better job of reacting to availability earlier,” they said. “They always have options to be tactical and can work with agents to hide lower cruise fares but doing it earlier will help increase yields and push the customer to book earlier so it’s a win-win for everyone.” 

 

They added: “There are always pockets of availability and there always will be, but it does feel this year suppliers have been slightly slower to react.”

 

Photo: Shutterstock / Maridav