P&O Cruises, the UK focused contemporary market unit in Carnival Corp & plc group, is changing its pricing in a bid to secure more early bookings and to offer customers who book early the best value, Travel Weekly reports in a daily newsletter.

Christopher Edgington, marketing director, said the company was looking to reverse the current trade of dropping prices late on. “We have reduced the prices on 100 cruises in this new brochure. We want to give our passengers the best value possible and we wanted our prices to be more aligned with the market. Passengers need to book early to make sure they get the best price possible, and this needs to be reinforced," he was quoted as saying.

The company unveiled its 2015/16 programme on Monday.

“In the past the industry has gone from high to low when it comes to pricing and with this change we are looking to go from low to high.” He said it would then be possible to potentially raise prices nearer to the departure date for last-minute bookings.