This is when you should seas the opportunity to go on a cruise.
The American Automobile Association estimates that 20.7 million Americans will go on ocean cruises this year, a higher number than originally projected. In 2026, the organization projects a record-setting year with 21.7 million Americans setting sail.
First-time cruisers are a huge part of the industry’s growth, with 31% of passengers — including an increasing number of millennials and Gen Zs — in the last two years being new to cruising, according to the 2025 State of the Cruise Industry Report.
And the industry continues to evolve with travelers’ interests as well. Expedition and exploration cruises — which offer more stops to remote locations with more cultural engagement and experts who lead excursions — are the fastest-growing segments, with 22% more passengers choosing these voyages in 2024 over 2023.
If you’re among the millions of Americans seeking a sojourn out on the open seas, you’ll want to learn about “wave season.”
What is wave season?
Wave season rolls in to bring travelers the best deals on cruise adventures during the upcoming calendar year.
According to The Points Guy, “wave season” gets its name from the “wave” of promotions that convince consumers to take a trip “on the waves.”
It’s all about booking your cruise rather than embarking on one, and most of the best deals cruise lines have to offer are reserved for cruises further away.
The idea is to encourage people to book a cruise either for later that same year, as well as dates for as far away as two years in the future — and you may even be able to snag a last-minute trip for a deal.
Nearly every major cruise line — including Royal Caribbean and Celebrity — participates in the promotional period, which includes some of the most competitive sales.
Wave season is the ideal time of year to price out a potential cruise vacation and see what deals or freebies you can get.
When is wave season?
Wave season unofficially begins on January 1 and runs through the end of March.
In line with the ever-closing gap between summer and the holiday season (Mariah Carey’s “All I Want For Christmas” is already trending!), the cruise industry has begun promoting its summer and winter deals months in advance.
In recent years, it’s not unusual to see cruise lines promote next year’s deals on Black Friday and Cyber Monday in November and simply continue them into the new year, rebranding them as deals for wave season.
“It’s like a Black Friday, but for cruises!” Fora X Advisor Elena Ollick said in a blog about wave season. “It comes with crazy deals, added perks and the same incredible onboard experience you’d get all year.”
The January through March timeline in itself is an incentive to book a cruise, since the cold weather entices people to fantasize about warm weather.
Plus, people are looking for new opportunities in the new year and around the holidays, families tend to plan vacations when they’re all together — so it’s a good time for cruise lines to take advantage of that.
What kind of promotions are offered during wave season?
Oftentimes, cruise lines will take the direct approach and offer discounts or money back on cruises booked during wave season.
These deals can come in the form of discounted fares, reduced deposits, two-for-one cruise fares, get a discounted second fare when you pay full price for the first, kids sail free or at a discount, third and/or fourth passengers sail free or at a discount, or even waived single supplements.
Some companies will keep pricing the same but offer freebies and perks that ultimately add value to your booking and can save you money in the end.
Complimentary perks may include free airfare, pre-cruise overnight hotel stay, onboard credit for dining and excursions, drink packages, prepaid specialty dining fees, prepaid gratuities, free internet, or complimentary shore excursions or tour credit.
Lastly, travelers might find complimentary cabin upgrades during wave season. The customer would pay the rate for a less expensive cabin while getting to stay in a more expensive room.
However, travel specialist Jennifer Greene of MEI Travel told Condé Nast Traveler that the deals tend to change weekly, so it’s best to book early to get the best pricing and availability.
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