Cruise brochures are becoming little more than 'time tables' as holidaymakers use the web to research holidays at sea.
Research by P&O Cruises shows that by the time customers look at brochures they have already decided to book.
Managing director Nigel Esdale said: "The brochure is becoming almost just a time table with full grids replaced with just a 'from and to' price and references to our website for a full list of up-to-date fares."
He added: "The technology is there to provide different website users with separate content and we are working hard to make this happen."
Meanwhile, Esdale said there were still negative preconceived ideas about cruising. "We need to get the message out that cruising is not claustrophobic and there is no chance of being bored on board," he said.
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