Ambassador said it has opted to raise prices "rather than flood the lates market with loss-leading deals in a bid to gain market share".

The line said demand was continuing to outweigh supply, with its 32-night Mediterranean Odyssey sailing from Tilbury in October proving its most popular seller. 

“Demand for our premium value, no-fly offering remains strong despite some forecasting a difficult year, with consumer confidence slowly but surely returning to the market,” said chief commercial officer Phil Gardner. 

Ambassador said its clients were seeing cruising as a better alternative to flying amid another summer of air travel disruption in Europe owing to industrial action and airspace constraints.

“Our guests see a holiday as a necessity and not a luxury, and with many of them aged 50-plus and retired, the cost-of-living crisis is not affecting our core customer base as much as the working population,” Gardner added. 

Nevertheless, the line claims it seeing an influx of customers coming from more luxury brands looking to enjoy a premium value offering.

The uplift in demand comes after Ambassador launched its second vessel, Ambition, as well as increasing the number of UK ports from which it sails from two to seven.