Wave season in the cruise industry – a peak sales period for cruise lines and travel agents alike – always generates significant attention. However, as 2026’s iteration edges towards its conclusion, and industry execs begin to study what campaigns worked and those that didn’t quite hit the heights, what lessons can be drawn from a PR perspective?

For cruise lines, the challenge during wave lies in grabbing people’s attention and persuading wannabe cruisers to choose their itineraries. That requires smart thinking across multiple areas, not least PR.

At PR42, our years of experience in helping cruise lines stand out has taught us a thing or two about how this can be achieved.

Adding to the conversation
Offers are often the focal point during wave, but they shouldn’t be the whole story. PR can play a critical role in shifting the narrative from how much a cruise costs to why it’s worth booking. By focusing on the wider story – such as itinerary innovation and onboard experiences – PR helps ensure promotions are anchored in meaning, not just discounts.

Prepping early
Wave season may be busy, but it’s also predictable (most of the time). This gives you the chance to proactively get ahead of the game. For example, a timely hook or an unexpected partnership can turn a standard promotion into something that reaches beyond the expected channels.

Navigating choice
With so many offers competing for attention, cruisers can feel overwhelmed. Content that educates and inspires will help ensure your story takes root, and this applies across consumer and trade media. Tailoring the message for the audience is crucial and will capture interest from those who book direct and those who rely on a trusted travel agent.

Thinking beyond wave
The most effective strategies treat wave season as more than a short-term sales push. While driving bookings is crucial, PR also reinforces brand positioning, builds long-term preference and lays the groundwork for future launches. The brands that win wave are often the ones that invest in reputation as much as revenue.

In a market where everyone has an offer, PR ensures your brand has a point of view. And that’s what truly makes waves.