P&O Cruises and Cunard Line have introduced “greater trust and reassurance” in pricing with the introduction of new Vantage Fares backed by a Price Promise.

Launched on July 23, 2012 and covering cruises departing from April 2013, the initiative leads a new long term approach to pricing by the two companies designed to give added peace of mind to holidaymakers, especially to those booking early to secure the cruise of their choice.

With the new Price Promise passengers can now secure their booking knowing that if the Vantage Fare for their booked holiday were to be reduced, they would automatically receive a complimentary benefit such as on board spending money or an upgrade, to the value of any reduction in price

The new Vantage Fares include a choice from a range of benefits such as on board spending money, car parking at Southampton, return coach transfers, and airport parking.

Vantage Fare passengers will also be able to select the cabin of their choice, and will have the flexibility to alter their cruise up to 90 days before departure.

A low deposit offer of 10%, down from the usual rate of 15%, also applies to Vantage Fare bookings made by August 31.

P&O Cruises managing director Carol Marlow said:

“Travel companies have been discounting for decades, but holidaymakers understandably get frustrated when they find out they’ve paid significantly more than someone else for exactly the same package. In the current economic climate, everyone wants value for money and so we are introducing a new approach to pricing for our cruise holidays to create greater trust and reassurance.

“Our Vantage Fares will be protected by our Price Promise which means that passengers can secure their booking, knowing that if the Vantage Fare for their booked holiday were to be reduced they would automatically receive a complimentary benefit such as on board spending money or an upgrade, to the value of any reduction in price.

“On the other hand, if fares rise after the booking has been made, which they may well do, then our passengers can rest assured that they have received the best value by booking early.”

Cunard managing director and president Peter Shanks said:

“We are making a significant change to our approach to selling cruises - doing so on the back of what our customers are telling us - and fit for purpose in an economy where customers want peace of mind and outstanding value for money. It's a bold move and one - according to our research - that will be warmly welcomed both by regular cruisers and the many people looking to cruise for the first time.”