According to Terry Thorton (company's CCO), "a Princess cruise vacation is the best value in travel, but with continuing increases in consumer demand" their new pricing approach would always reward guests who lock in their Princess vacations well in advance.
To underscore its commitment to providing the most competitive pricing in the industry, Princess is introducing the Best Price Guarantee. Princess is so confident that its new pricing structure offers the best value that the brand will match any lower price found for the same cruise and stateroom category. Further, if a guest is unsure of the departure date, Princess Promotions will allow them to secure today’s pricing for a future vacation without locking in the specific dates or itinerary.
UK bookers, we booked Regal, 7th August sailing, £5,500. Now sale price is £3,500. We're told if we rebook, we'll lose £750 deposit. UK bookers are screwed again!