Holiday price comparison site and deals platform Icelolly.com has introduced river cruises as part of its increased focus on the cruise sector.

The website said the collection of river cruise deals was created in response to customer feedback and growth in the market.

It will offer itineraries from UK river cruise operators such as Viking Cruises, Uniworld, APT Touring, Avalon Waterways and Emerald Waterways.

Stuart Barrett, sales director at icelolly.com, said: “We are constantly looking for ways to improve our cruise offering, and our decision to start actively promoting river cruise offers is the latest part of this development.

“With a host of new ships coming online this year, a cruise holiday is set to be more popular than ever, and we are delighted to be playing such a pivotal role in promoting the experience to our customers.”

As part of its drive to boost its presence in the cruise sector, Icelolly.com has run campaigns with lines such as Royal Caribbean, Princess Cruises and P&O Cruises.

The focus on cruise follows the launch of a 15-month partnership deal with ITV, which will run throughout 2019 and into early 2020.

This includes sponsorship of afternoons on ITV3, whose core viewership of parents at home with children and the post-family audience closely match the cruise customer demographic.

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