The mind set of customers – existing and new – is a key element in the design work of P&O Cruises’ newbuilding that it will introduce in 2020, a senior company official said.

“Choice, flexibility and the ability to create individual holiday experiences on board will be at the heart of the new ship which, thanks to an innovative use of space, will offer an extensive range of dining, entertainment and relaxing areas, said P&O Cruises senior vice president Paul Ludlow in a statement.

“Understanding the psychographic - the mindset - of our current and future guests is the key – acknowledging and realising what they want from a holiday and then providing it for them,” he added.

“Our vision is to offer the next generation of British guests the holiday of a lifetime on the next generation of P&O Cruises ships. This new ship will bring an array of new cruising experiences to guests and attract newcomers to our brand, whilst instantly resonating with forward-thinking guests, encapsulating the ‘P&O-ness’ they recognise and love.”