P&O Cruises , the UK focused contemporary market unit in the Carnival Corp & plc group, took more pre-registrations in one day last week for new ship Britannia than in a whole week for Azura before it launched in 2010, Travel Weekly reports in a daily newsletter emailed to Cruise Business.

Marketing director Christopher Edgington said pre-registrations, targeted at past passengers only, allowed clients to put their name down for specific cruises but not cabins. The maiden voyage, a 14-night Mediterranean cruise departing March 14 2015, was in high demand, as was a 12-night round-Britain cruise in July. They open for sale on March 27.

Speaking at Britannia’s float out - the moment when the dry-dock is flooded and water hits the hull for the first time – Edgington was quoted as saying: “Our past passengers are really excited about Britannia. We have created a ship that is right for them and for people who have never cruised by enhancing our signature features and adding exciting new ones.”