The holidays are here, which for most of us means eggnog, twinkle lights, Christmas carols and other seasonal delights. But, for the cruise industry, the holidays signify something else entirely—the start of wave season.
What is wave season? It’s an annual, multi-month period when cruise lines roll out their best promotions and deals, offering lucrative savings and perks to entice travelers to book their next cruise vacation. If you’re a budget-savvy traveler, it’s one of the best times of year to score low prices and extra amenities. If you’re a travel advisor, it’s a great time to sell—and upsell—cruise vacations to your clients.
Historically, wave season has taken place from roughly January to March. But some cruise lines are now rolling out their deals as early as November, transitioning seamlessly from their Black Friday and Cyber Monday promotions to their wave offers.
The exact origins of wave season are a little murky. But the name is a nod to the “wave of bookings” travel advisors have historically prepared for at the beginning of every year, says Julie Howard, vice president of cruise partnerships for Signature Travel Network.
“It’s comparative to retail and the huge holiday shopping during [the end of the year] that sets their performance for the year and the following year,” she adds. “For cruise, the success of wave [season] would dictate how strong or challenging the upcoming year would be for both the advisors and the cruise lines.”
In the past, cruise lines used deep January discounts to help fill empty cabins on upcoming sailings during the first half of the year, Howard says. In addition to driving last-minute bookings, these promotions also helped them fill up their ships for summer and fall departures later in the year. Today, however, cruise lines are releasing their itineraries and pricing for future years much earlier. As a result, travel advisors are seeing strong demand not only for cruises in the current year but also for the following year and beyond—particularly in the luxury segment, Howard adds.
Wave season also coincides with the holidays, when many travelers are gathering together and dreaming about their next big adventure. “People spend time with their family and friends during the holidays and tend to have conversations about where they want to travel to next and what plans they have for travel in the new year,” says Howard.
The timing also aligns with the start of a new year, when travelers tend to start thinking about the months to come.“People naturally start planning for the year ahead, especially once they have a fresh calendar and know their available paid time off,” says Morgan Cattuna, director of trade engagement and communication for Holland America Line. “Human nature also drives us to want something to look forward to, and vacations are high on that list. By booking a cruise now for later in the year—or even for 2027—travelers stay motivated and excited.”
The cruise industry is growing—and travel advisors will be critical to success (Photo Credit: Adobe)
How to Make the Most of Wave Season
How do you know whether a wave season offer is really a great deal, or whether it’s just marketing fluff? Work with a travel advisor, says Howard.
Not only can they help you navigate all the sales but, often, they can also help you reap even more savings, she adds.
“It’s imperative to work with a travel advisor that has the insight on the supplier’s promotional offers and can truly let you know when it’s most advantageous to book,” she says. “Advisors have the unique skill set and resources to not only find clients the best deal but also the best value by pairing cruise line offerings with the advisor’s agency offerings, plus any specific credit card offers, loyalty promotions or travel perks.”
Beyond working with a travel advisor, look closely at longer cruises—especially when perks like gratuities, stateroom upgrades or specialty dining are included, as these can add up to major savings, says Cattuna.
“A seven-day vacation is a great wave season option, but if you’ve been dreaming of a monthlong exploration of Northern Europe or Asia, the potential savings can be especially significant,” she adds.
It also helps to stay open-minded and flexible with your plans as you peruse wave offers, she says. You might start out wanting to book an Alaska cruise but, after a bit of research, you may find that an Alaska cruisetour offers a better value, plus extra days and an overland experience. Or, maybe you were leaning toward a spring Caribbean cruise, but the summer savings on a Europe itinerary are simply too good to pass up.
“Explore all your options, not just the destination you initially had in mind,” she says.
Another tip? Don’t wait to book, hoping that a better deal might pop up later. If you do, you may miss out on your preferred departure date or stateroom category.
“If you want a veranda [cabin] on a specific deck, there’s a good chance it won’t be available if you wait,” says Catunna. “This is especially true for itineraries with a lot of scenic cruising, such as Alaska, the Panama Canal or Norway.”
Howard echoes that sentiment, adding that there’s usually no benefit to waiting. Times have changed, she says, and last-minute bookings for a potential upgrade are far and few in between.
“There is a definite advantage to locking in bookings with a deposit as far in advance as possible to not just get the best pricing but also value-added amenities, such as onboard credit or prepaid gratuities,” she says.
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