Tony Roberts, vice-president UK and Europe, said The Princess Difference would "become a part of everything we do" with trade training, agent sales collateral and ship visits.

Princess is focusing on five brand pillars – Destination Leaders, Local Discoveries, Joyful Rejuvenation, Welcoming Experience and Personalised Service – with a campaign around the new brand positioning arriving later this year.

The Princess Difference was created using research from an online survey of more than 2,500 past and potential guests, GfK branding tracking and analysis of the UK cruise sector.

It was unveiled onboard Sapphire Princess in Southampton at the start of the ship’s ex-UK season yesterday (16 April).

Suzanne Korff, UK marketing director, said The Princess Difference had been developed to help explain what made Princess stand out within a “cluttered UK market”.

“We know we don’t perhaps have the brand awareness of some British lines in the UK, so The Princess Difference is all about cementing those reasons to choose Princess and getting that message to our agent partners. Getting that cut through is really important," she said.

Karen Farndell, senior sales manager, said a number of training days were being organised with marketing staff belonging to key trade partners.

The first such event would be held onboard Crown Princess “in the next few weeks”, with another planned shortly after.

“Once we roll things out and have the first few, we’ll be able to get some learnings about what’s working and then take that forward,” she explained.

“Then when we go to agent events and conferences, we will have the same aligned messaging and an updated vision for the team to talk about."