Speaking ahead of the line's 2028 summer programme release on Tuesday (21 April), Venn, associate vice-president, sales and distribution, said P&O Cruises' Caribbean and Norwegian Fjord sailings have been particularly popular with new-to-cruise customers in recent years.

The programme's highlights include 26 three-country cruise combination sailings on Arvia to try and "capture" the new-to-cruise market.  The 14-day sailings combine Spain and France with the Norwegian Fjords.

Venn told TTG: "Our 'Holiday Like Never Before' marketing platform is aimed at capturing new-to-cruise customers. We want them to see that cruise is just another type of holiday. That market is very important to us."

She added: "We see agents performing really well with new-to-cruise customers."

When asked if P&O Cruises is seeing a rise in new-to-cruise passengers, Venn confirmed: "We do. It can often be itinerary led. Caribbean and Norwegian Fjords departures are particularly highlights when it comes to new-to-cruise."

P&O Cruises' entire 2028 programme offers 8% more capacity than its previous biggest programme for summer 2026. The new programme features 215 cruises departing from Southampton and Malta across its seven-ship fleet.

The summer 2028 programme also includes short breaks, Mediterranean fly-cruises, British Isles cruises, the Canary Islands, Northern Europe and Scandinavia, plus longer 30-night itineraries to the US and Canada.

There are also 36 weekend Norwegian Fjords departures between May and September, making it "easier for guests to experience one of the world's most sought-after scenic holidays", the line said.

Agents who book customers before 30 June 2026 will receive a 10% early bird discount and 10% deposit on applicable Select Price and Early Saver fares.

Additional guests in the same cabin sail from £49 per person  on selected summer 2028 off-peak cruises sailing to and from Southampton for seven nights or more.