Fourteen lines have signed up for a new online cruise booking engine.
Supercruises.com claims to be offering search and booking for 11,000 cruise deals.
Latest deals are beng made available by companies including P&O Cruises, Norwegian Cruise Line, MSC Cruises, Royal Caribbean International, Princess Cruises, Regent Seven Seas and Cunard.
The booking engine can generate up to four side-by-side comparison views, allowing users to differentiate between itineraries, ships, onboard facilities and cabins and price.
More than 50 ‘how-to’ guides to cruising have been developed for the site which has secured Abta membership.
London-based Supercruises is part of the Arista Group of companies, established with the launch of Royal Cruise Line in 1972, followed by Superfast Ferries in 1993, Blue Star Ferries in 1999 and Greek ferry firm Attica Group.
Chairman and chief executive Alexander Panagopulos, who co-founded Superfast Ferries, said: “We believe that modern consumers deserve the same ability to research, compare and find the best value cruise experience that they currently enjoy and expect when booking hotels or flights online.
“With the launch of Supercruises, we have created an independent service designed from scratch to allow both first-timers and cruise enthusiasts to select and book their dream cruise seamlessly and fully online, in just a few clicks.”