That was the message of Cruise.co.uk deputy managing director Tony Andrews as he called on cruise lines and agents to “be bolder” in pushing that value proposition to consumers.

Andrews’ request came as a Cruise.co.uk analysis of industry pricing for 2023 revealed the cost of certain sailings next year to be the same as an equivalent itinerary a decade ago.

The online agency found the majority of seven to 14-night Mediterranean, Northern Europe and Caribbean voyages it had studied next year remained “cost consistent” when looking back over the last decade.

After looking at sample sailings and comparing similar experiences from multiple cruise lines, most were in found to be in line with inflation, “if not cheaper overall”, according to the research.

For example, an inside cabin on a 14-night P&O Cruises Caribbean sailing from Barbados, was priced at £1,659pp including flights in 2012. In 2019 the cost decreased to £1,503pp, while a matched 2023 sailing would only set customers back £1,139.

“This is something the industry should be shouting about more,” Andrews told a media briefing on Tuesday (29 November). “The value of a cruise holiday is unmatched, especially when you consider the cost of some land-based holidays and holidays in the UK come at a premium these days.”

“As an industry we need to do a better job working collectively to focus on this message and if we do that, 2023 can be the year we break down more barriers that people have to trying cruise.”

Andrews admitted the UK’s cost of living crisis had made consumers “cautious” but he stressed customers were “still putting down deposits” despite the economic situation.

“It’s coming back to that value point,” added Andrews. “The cost of living narrative is making consumer think about their purchase and there are some fantastic cruise deals representing great value.

“There really is a cruise and ship for everyone – and if we can get that across next year then I think we can do something the industry has never done before, which is showcase the amazing value of cruises against other holiday types.”

Andrews revealed Cruise.co.uk’s bookings were up 35% on 2019 and predicted the agency would see its UK passenger levels return to pre-Covid levels in 2023. 

The company’s best-selling destinations in 2022 were the Mediterranean and Caribbean, while Cruise.co.uk also revealed sales of its cruise-and-stay packages had experienced a record year with demand highest for North America.