Sea cruises are no longer aimed solely at the luxury market

Britons are now taking more cruise holidays than anyone else in Europe.

A total of 1,028,937 people went on ocean cruises in 2004, an increase of 7% on the 2003 total, the Passenger Shipping Association (PSA) said.

The Association of British Travel Agents (ABTA) said the increase was due to greater variety and a reduction in fares in recent years.

Families targeted

The total number of people who took cruise trips in 2004 - including the 110,957 who went on river cruises - was 1,139,893, up 8% on 2003.

Long gone are the days when cruises were all about black tie dinners PSA

Cruises now account for 5% of all UK package holidays, with Britons spending �1.24bn on their cruise trips.

A spokeswoman for the PSA said more cruises were now targeting young people and families.

"Long gone are the days when cruises were all about black tie dinners," she told BBC News.

"The prices of cruises are very reasonable compared with a land-based holiday."

Emerging markets

Seventeen ships had been launched for the UK market in 2002, 13 in 2003 and four in 2004, she added.

She estimated that, with the current rate of growth, there would be 1.5 million Britons taking ocean cruises in 2010.

The Mediterranean and the Caribbean had been the top destinations for cruises for British holidaymakers for a number of years, she added.

"But there are lots of emerging markets like South America and Asia will see a big growth in the next few years."

Alaskan cruises had proved particularly popular last year with passenger numbers rising by nearly 70%, she said.

'No frills'

ABTA spokeswoman Frances Tuke agreed the cruise industry had broadened its appeal.

"Some of the cruises are much more relaxed with high profile lecturers, the opportunity to do more active excursions and more entertainment on board," she said.

Easycruise offers a 'no frills' alternative

"The actual price of a cruise has also come down."

The popularity of cruises would increase further with Easyjet founder Stelios Haji-Ioannou's "no frills" liner Easycruise, she added.

Easycruise, which was launched earlier this month, features "one week flexible itineraries" along the French and Italian Riviera.

Holidaymakers can board and depart anywhere along the route provided they stay on board for at least two nights.

"The amount of coverage Easycruise has generated has been extraordinary," Ms Tuke said.

"Before, cruises appealed to the over-40s.