The updated brand, which has been showcased across all Princess marketing material, encourages travellers to "fall in love" with new destinations.
The new positioning is underpinned by Princess’s five main brand pillars: service; value; destination experts; effortless travel; and feel taken care of.
A subtle refresh of the brand’s visual identity is also being deployed, with a new Princess blue taking centre stage and a greater focus on the Princess logo.
Eithne Williamson, vice-president of Princess Cruises for UK and Europe, said: "We believe that when we create effortless holidays for our guests, it allows them to fall in love with travelling."
