Cruise lines on the crest of a wave season

Prices may also be discounted, although not as keenly as in last-minute fares that can offer spectacular price drops but very limited choices.

Fred. Olsen is attributing its wave season success to a combination of factors including its free “tips and tipples” campaign – no gratuities, all-inclusive drinks upgrade – plus up to £400 cashback and a “three for two” multi-buy cruise deal.

The company also has a unique “Enjoyment Promise”, which guarantees that first-time Fred. Olsen cruisers will be flown home and given their money back if they do not enjoy their holiday.

Its range of short itineraries is winning the company new fans, too – for example 80 per cent of all guests booking Fred. Olsen’s new five-night Norwegian Fjords cruises from Newcastle are first-time cruisers and seven years younger than the Fred. Olsen average.

“January has seen the share of ‘new to cruise’ guests shift by seven percentage points, and the average guest age has fallen by 11 months across the fleet, says Nathan Philpot, Sales and Marketing Director.