Cruise offers incredible family value and this is how agents can take advantage
Thursday 5 February, 2026
By Ruth Venn, P&O Cruises associate vice president of sales & distribution
As the cost of living continues to shape how and when families book their holidays, it’s no surprise that value is now one of the defining factors in travel decisions.
Recent attention around the rising cost of family package holidays reflects a very real concern: families want certainty, transparency and experiences that genuinely justify the spend.
That’s precisely why we’re seeing renewed interest in P&O Cruises holidays from families who may not previously have considered us – as well as our larger ships which have always been a very popular choice for families, our more intimate ships Aurora and Arcadia are now offering even greater choice and flexibility for multi-generational holidays.
For many families, the challenge with traditional package holidays isn’t just the headline price; it’s the drip costs that follow. Meals out, drinks, entertainment and unexpected extras can quickly eat into budgets and dampen the experience.
Holidaying with P&O Cruises removes much of that uncertainty. Accommodation, flights (where applicable on our fly/cruise holidays), dining, entertainment including theatre shows and live bands, and kids’ clubs are included into one clear price, making it far easier for families to plan – and stick to – a budget.
What’s more, with new five-berth cabins available on board Arvia, Britannia and Iona from this summer, holidays at sea are now smoother sailing, and better value, for bigger families.
More than 50 premium five-berth cabins are being introduced across the three ships. The expanded accommodation choices include revamped balcony cabins and conservatory mini suite cabins for groups of five, giving families extra flexibility to maximise time spent together.
On Aurora and Arcadia, we’ve broadened family-friendly opportunities, on board activities and school-holiday sailings, creating a compelling option for parents looking for a holiday that works just as well for teenagers as it does for grandparents.
And crucially, the value stacks up. For example, prices for this seven-night Spain, France & Portugal cruise on Aurora currently start from £2,956 (based on four guests sharing an inside cabin) – a price point that compares favourably versus many land-based alternatives once flights, meals and entertainment are factored in.
That value is further strengthened by our new all-inclusive packages. By including drinks, speciality dining credit and Wi-Fi in a single package, families gain even greater cost control, and peace of mind, before they step on board.
For example, P&O Cruises guests can elevate their holiday with the all-inclusive Classic Package, for £49 per person per day, a saving of up to 32% versus buying the individual elements on board.
It’s a response to what we’re hearing consistently from agents and customers alike: people want clarity, not complexity. We’re also seeing a clear shift towards booking earlier, particularly among families.
With school holidays fixed and budgets under scrutiny, early booking isn’t just about securing availability, it’s about locking in value. Our current Wave* campaign reflects that trend, offering up to £400 onboard spending money alongside low £50 per person deposits on all cruises, allowing families to spread the cost while still accessing meaningful added value.
For agents, this presents a strong opportunity. Families are actively seeking holiday options that feel reassuringly inclusive, flexible and good value without compromising on experience.
Aurora and Arcadia as well as the rest of our fleet deliver exactly that: ships with broad appeal, well thought out itineraries, elevated by enhanced family programming and pricing that makes sense in today’s climate.
At a time when affordability is rightly under the microscope, cruising (and particularly family cruising) deserves a fresh look. Not as a luxury, but as a smart, well-rounded solution for families determined to keep travelling, without losing control of the budget.
For more information, call P&O Cruises on 0344 338 8003, visit www.pocruises.com or visit a travel agent.
ENDS
Notes to Editors
*Full details of all promotions can be found here: https://www.pocruises.com/deals/promotion-terms-and-conditions
For further press information please contact:
Michele Andjel, michele.andjel@carnivalukgroup.com 07730 732 072
Sam Balls, sam.balls@pocruises.com 07879 198864
About P&O Cruises
P&O Cruises is Britain’s favourite cruise line, welcoming guests onboard its seven ships to experience holidays with a blend of discovery, choice, relaxation and exceptional service catered towards British tastes. With a proud history spanning more than 187 years, each ship has its own appeal from family friendly or exclusively for adults with every sailing delivering each guest a holiday like never before.
With over 180 destinations worldwide, P&O Cruises itineraries are carefully curated to inspire discovery and are varied to suit newcomers and experienced guests alike. P&O Cruises prides itself on working with top culinary talent; Food Heroes include chefs Marco Pierre White and José Pizarro as well as award-winning drinks expert Olly Smith.
Recent awards for P&O Cruises include:
Wave Awards 2025 – Best Advertising & Marketing Campaign
British Travel Awards 2025 – Best Cruise Line for Family Holidays
The Travel Industry Awards 2025 by TTG – Industry Marketing Campaign of the Year
Sailawaze Excellence Awards 2025 – Best in Entertainment
Best in Cruise Awards by Cruise Critic Awards 2025 – No-Fly Cruise Line (Ocean Category)
The company is part of Carnival Corporation & PLC (NYSE/LSE: CCL; NYSE:CUK).