P&O Cruises has revealed that its new ship is selling well among the younger demographic.

Advance bookings for the 5, 200-guest Iona – launching next year – show that 49 per cent of guests who are new to P&O Cruises are under the age of 45.

In addition, nearly half of those booked on the ship will be travelling in a family group.

Iona’s will sail to the Norwegian Fjords for its inaugural season, departing 23 May 2020.

During the 2019 wave sales period across the line’s fleet, 53 per cent of all newcomers to P&O Cruises are under 55 years of age.

P&O Cruises president Paul Ludlow said: “We’ve always provided families and younger guests with memorable and magical holidays, and it’s clear from this research that even more are now being attracted to our ships and the incredible experiences we can deliver.

“We really believe that we are changing perceptions, making cruising a cool choice for younger generations by offering unbeatable onboard value alongside enjoyable and exhilarating shore-based activities.

“This August one in three guests taking a P&O Cruises holiday will be a family, a statistic that is even more pronounced on our bigger ships in the peak period when four out of ten guests travelling this summer on Britannia, Azura and Ventura will be families.

“What’s even more exciting is that our sales figures show that Iona will continue to reshape the market, with new younger cruise guests already booking to join us during her maiden season.”