Princess Cruises’ UK chief hails ‘amazing year’ for market

Princess Cruises’ UK and Europe chief has revealed the line has had its “best Black Friday ever” and “a really strong” 2027 programme launch from the UK market.

The majority of the top-selling eight agents following the summer 2027 Europe season going on sale were from the UK.

Speaking at an event in London for the line’s 60th anniversary, vice-president for the UK and Europe Eithne Williamson said: “The experience that people have on board is coming through with the strength of our market and we are seeing real engagement from our travel agents for the brand.

“We’ve just had the best Black Friday for the UK and Ireland which has been really, really strong.”

She added: “We have had an amazing year and we had a point [after the summer 2027 Europe launch] where five of the top eight travel agents worldwide were from the UK. The top travel agent globally was Reader Offers [ROL Cruise] from the UK, which was just amazing.”

Williamson noted net promoter scores from UK passengers were also up 16% “from a very good base”.

She said the importance of international sales and the UK team “are being recognised” by the line’s new president Gus Antorcha.

“The president has been talking about the importance of international sourcing and sales and so our investment in our market is increasing,” Williamson noted.

Chief commercial officer Jim Berra would be visiting the UK in January, demonstrating “further faith” in the market, she added.

Princess Cruises will launch its VIP sale campaign in time for wave, offering discounts of up to £800 per cabin and low deposits of £99 across more than 1,800 itineraries through to 2027 on new bookings made by March 2, 2026.

The potential discounts break down to up to £75 per person for a six to eight-night cruise, up to £150 per person for a nine to 16-night cruise and up to £200 per person for a cruise of 17 or more nights.

The full £800 discount is available for mini-suites on a voyage of 17 or more nights.

The line will also be running a new advert starring TV chef John Torode and actress wife Lisa Faulkner across channels such as ITVX and Channel 4 as well as social media platforms.