What is the 'Wave Season'? How to bag yourself a cruise deal

Returning to work after Christmas is always a bitter pill to swallow – but one great way to beat the January blues is to dream of sunnier skies and book yourself a summer cruise.

Yes, that means missing out on the last-minute discounts that cruise lines offer just before the ship sets sail. But most cruisers are wise to these, and with thousands of bargain-hunters competing for just a few places, it’s quite likely you won’t get the itinerary you really want.

Pick up the phone in January, however, and the picture is a little different.

The turn of the year kicks off what travel insiders call the ‘Wave Season’. This is the cruise industry’s equivalent of Black Friday, when lines launch an array of deals and discounts to entice us all to book our holidays as soon as the clock ticks round to 00.01 on New Year’s Day.

These special offers – usually available from January to March or April – include perks such as fare reductions, free drinks packages, low deposits, flight savings, onboard credit, free shore excursions and discounts on pre and post-cruise extensions.

So instead of waiting out these chilly winter months, why not give yourself something to look forward to and book a cruise right now? Read on for our expert guide to bagging a bargain in Wave Season 2024...

1. Call direct

Whether you’re looking for a river break, a family ocean cruise or an expedition sailing to the ends of the earth, cruise lines’ websites and social media pages will detail all the offers they’re launching during the Wave period.

Deals may vary depending on departure dates, ports and ships, so the best way to make sure you’re getting the most bang for your buck is by discussing your plans with the knowledgeable staff at your chosen cruise line’s call centre.

Most lines also have newsletters that feature all their current offers, so sign up now to get the earliest possible notice of any fresh deals.

2. Shop around

If you’re the sort of cruiser who knows what they like and what they don’t, you may prefer to stick to the same trusted cruise brand every year. But take a look at what the other lines have on offer and you may be pleasantly surprised.

For example, if you’ve never even considered a particular company because their fares don’t suit your budget, the Wave period could be your chance to jump ship and discover how the other half cruises.

Even the premium lines offer discounts at this time of year, with some tempting savings on shoreside excursions too.

3. Be open to new experiences

Just as it pays to consider the full range of cruise lines, the same goes for destinations.

The world of cruising embraces everything from mega-ships bound for the Caribbean or the Med to boutique river vessels offering luxurious sailings on the Danube, the Rhine or the Douro.

During the Wave period most lines will introduce great offers for new-to-brand customers in a bid to boost their client base – so it’s the perfect time to take a leap.

After all, an itinerary that’s out of your comfort zone may be the start of a love affair with a whole new part of the world.

4. Make friends with a travel agent

If you’re struggling to know where to start, your best port of call will be the industry’s most experienced advisors – in other words, travel agents. Cruise-specialist agents are the beating heart of the industry and they’ve been navigating the Wave period for many years.

That makes them the best people to tell you what adds up to a good deal, whether you’ll enjoy a particular ship or itinerary and when best to make your booking.

Agents also have direct lines to cruise companies, meaning they get to hear about Wave offers before anyone else, and they’re sometimes offered exclusive trade discounts that they can pass on to you.

5. Take your time

Cruise lines are very good at securing new customers with dazzling websites and pop-up ads promising almost too-good-to-be- true discounts.

Make sure you don’t fall into this trap and book the very first special offer you see.

One of the cruise industry’s great strengths is the depth and range of choice available, so take your time and compile a shortlist, then drill down and make a detailed comparison of prices and inclusions before deciding on your final choice.

6. We're here to help

Our very own website, is a great tool for making the most of the Wave season.

We constantly update the content, so take a daily look at what all the big cruise lines have on offer during the sale period.

Sign up to our popular weekly newsletter, too, so you’ll receive details of all the latest Wave offers and you won’t miss a single deal.

7. Get started early

Although Wave offers are traditionally published from January through to March, your research and planning should begin well before the season starts.

Familiarise yourself with different cruise lines, itineraries and destinations to identify the options that interest you the most – then you’re ready to pounce on the offers that tick your boxes.

8. Read the small print

While the Wave season can be an excellent time to find cruise deals, it’s important to do your due diligence.

Read the fine print to ensure that your chosen ship and itinerary meet your expectations, brush up on the line’s cancellation policy and any booking fees, and make sure you’re comfortable with these terms before signing on the dotted line.