The line said it would make a £10,000 donation to the Teenage Cancer Trust charity on behalf of UK travel agents as a result of its actions.

"Reducing plastic branded and promotional merchandise from travel agent events will further reduce plastic waste, while supporting Teenage Cancer Trust,” said P&O Cruises.

Sales director Ruth Venn stressed trade events were “fundamental” to the travel agent training and engagement plans the line had put in place.

However, she added: “We are reducing the distribution of branded merchandise, and we are confident agents will support us in this decision.

“We are so proud to be coming into our 10th year of supporting the incredible work undertaken by Teenage Cancer Trust so there couldn’t be a better time for us to redirect funds. 

“The best takeaways from travel agent conference season are the ideas shared and the relationships built, and we encourage agents to talk to us more now than ever before.”

Fern West, senior partnership manager at Teenage Cancer Trust, said the charity was “incredibly grateful” for the P&O Cruises donation.

“We are proud of our partnership with P&O Cruises and what we have achieved together over the years and we are looking forward to working with them in the future,” she added. 

The line said there would be “plenty of chances” to win Shine points during the current conference season to "recognise travel agents’ continued support of P&O Cruises and its charity partner".