TTG recently ran a story that families are struggling to see change from a £6,000 holiday this summer, and it really struck a chord.

The rising cost of family package holidays reflects a real concern: families want certainty, transparency and experiences that genuinely justify the spend. And as the cost of living continues to shape how and when families book their holidays, it’s no surprise that value matters more than ever for consumers this year.

In my view, that’s exactly why we at P&O Cruises are seeing such interest from families who may not previously have considered us.

We know our larger ships have always been a popular choice for families, but our more intimate ships Aurora and Arcadia, which also offer choice and flexibility for multi-generational holidays, are also increasingly appealing to this market too.

For many families, the challenge with traditional package holidays isn’t just the headline price; it’s the drip costs that follow. I know from my own holiday experiences that meals out, drinks, entertainment and unexpected extras can quickly eat into budgets.

A cruise holiday removes that uncertainty. Accommodation, flights (where applicable on our fly/cruise holidays), dining, entertainment including theatre shows and live bands, and kids’ clubs are included in one clear price making it far easier for families to plan – and stick to – a budget.

Family holidays are so important for creating those treasured memories – my own family had three generations on board Arvia at Christmas for a festive cruise we’ll always remember!

Many people like to tell me about their first time cruising as a child, and why this is the reason they still cruise today – and sometimes even choose to work in this industry. 

Five-berth cabins

Consumer insight tells us even in times of economic uncertainty, people are protecting their holiday spending. For me, it’s a reminder that time spent together as a family has never been more important.

It’s why we introduced more than 50 premium five-berth cabins onboard Arvia, Britannia and Iona from this summer – to ensure our holidays at sea could offer better value for bigger families.

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 while I would say this, I genuinely believe the value stacks up. Prices for a seven-night Spain, France and 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.

Agent feedback

We’ve also listened to agents feedback: people want clarity, not complexity. And so our new £49 per day all-inclusive packages offer drinks, speciality dining credit and Wi-Fi in one single package, giving families greater cost control (and peace of mind!) when they step on board.

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, I believe it’s about locking in 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.

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. I’m off to book my next family Christmas cruise as I type…