Every January through March, the cruise industry enters what’s known as WAVE season—the primary booking period when cruise lines release their strongest offers for future sailings—and while the name may sound promotional, the advantages for thoughtful travelers are very real. Many tour companies also align their best incentives during this same window, making it an equally smart time to plan a guided custom or group land journey for those who prefer that style of travel. I’ll be sharing more next week about why early in the year is also an ideal time to plan custom land journeys. For cruising, while offers technically run through early spring, the best pricing, stateroom categories, and most desirable itineraries are typically secured early, especially in January and February.
The first quarter is when cruise lines put their strongest early booking incentives on the table: preferred pricing, onboard credits, reduced deposits, and the widest selection of staterooms and sailing dates. Booking now simply means having more options. What makes this especially important is that 2026 is already shaping up to be a standout year for premium and luxury cruising. I’m seeing strong demand for Northern Europe and the Baltics, Japan and South Korea, the Mediterranean (particularly shoulder-season sailings), Alaska with elevated experiences, and longer grand and world voyages.
For ocean cruising, travelers are being more intentional about the experience they want. Premium lines—such as Celebrity Cruises, Viking Ocean Cruises, and Azamara Cruises—offer refined ships, excellent dining, and flexibility. Luxury lines—like Regent Seven Seas Cruises, Seabourn, Silversea Cruises, Crystal Cruises, and Explora Journeys—focus on smaller ships, elevated design, and highly inclusive experiences. Determining which style fits you best is usually clear after a brief conversation.
For river cruising, the same premium-versus-luxury distinction applies. Premium river lines such as AmaWaterways and Viking River Cruises deliver beautifully designed ships, expert guides, and substantial overall value. Luxury river experiences—such as Uniworld Boutique River Cruises and Riverside Luxury Cruises—offer more space, elevated service, and a higher level of inclusivity.
While WAVE season runs through March, the most desirable space and added-value offers are often claimed well before then. If cruising—or thoughtfully planned land travel—in 2026 or beyond is on your radar, now is the time to get on my calendar so we can secure the best options while they’re still available.
