Considering a cruise this year? You’re not alone. Industry forecasts project strong demand for 2025, with millions planning to sail. Cruise lines are responding with new ships, refreshed itineraries and a range of options for solo travelers, couples, friends, families and multigenerational groups.
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© CELEBRITY CRUISES
If you want the best value, consider booking during the cruise industry’s wave season — a concentrated booking period often compared to major retail sale events. Nearly every major cruise line launches special promotions during this window, offering discounts, perks and upgrades across a wide variety of ships and destinations.
“Wave season is basically Black Friday for people looking to book a cruise,” says Scott Campbell, manager of cruise relations at AAA. Traditionally running from January through March, wave season is the time cruise lines advertise their most competitive offers, and some carriers are beginning promotions as early as December.
The timing is intentional: wave season follows family gatherings and holiday conversations when travel plans often surface. Cruise lines capitalize on that momentum by offering incentives to book while excitement is high and groups are still coordinating plans.
Campbell explains that wave season exists because cruise lines want to fill as many staterooms as possible for the coming year. “It’s called ‘wave season’ because of the big wave of bookings that are made during this time period,” he says. More bookings are made during wave season than at any other time, and strong sales early in the year reduce the need for deeper discounts later on.
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© CELEBRITY CRUISES
Some lines already begin promotions early. For example, luxury Silversea launched wave season savings in December with substantial discounts on selected voyages, and Celebrity Cruises promoted significant savings for second guests and additional onboard credits. These types of offers are common across the industry during wave season.
Typical promotions include steep discounts, stateroom upgrades, onboard credit, kids-sail-free offers and other incentives that can make wave season the cheapest time to book a particular itinerary. “You will have access to promotions like big discounts, stateroom upgrades, onboard credits and kids-sail-free offers for that cruise you were thinking about booking,” Campbell notes. “It may also be the lowest price of the year.”
Industry advisors echo this guidance. “During this period, travelers can uncover some of the best cruise deals of the year,” says Fora advisor Amy LaGrow-Rogers. “Cruise lines roll out enticing offers including discounted rates, complimentary onboard credits and even free upgrades.”
Waiting to book at the last minute is not a guaranteed path to savings. “It’s a myth that cruise prices go down as you get closer to a sailing date,” Campbell warns. Since the pandemic, demand for cruising has remained high and popular ships, itineraries and cabin types often sell out early. With limited inventory, prices can rise as availability shrinks — and sometimes space is no longer available at all.
Because wave season offers can be numerous and varied, many travelers benefit from expert help. A cruise-focused travel advisor can compare promotions, identify the best overall value and manage important deadlines and documentation. “With so many promotions available, it can be overwhelming to determine which option is the best fit,” says LaGrow-Rogers. “That’s where a cruise-focused travel advisor comes in. They not only help secure the best deal but also guide you through the entire planning process, from selecting the right cruise line, ship and itinerary to meeting all the crucial deadlines leading up to your adventure.”
In short, if you’re planning a cruise next year, wave season is the prime window to find competitive pricing and meaningful perks. Consider researching early, comparing offers and consulting a trusted travel professional to lock in the best value for your trip.