Wave Season is the cruise industry's equivalent of "Black Friday," typically spanning from January through March each year. During this window, cruise lines release their most aggressive promotions, including deep fare discounts, "free" cabin upgrades, onboard credits, and drink package bundles. In 2026, Wave Season is particularly intense as travelers seek early-bird deals for popular summer routes in Alaska and the Mediterranean. Research shows that roughly 21.7 million Americans are expected to cruise this year, with many booking during these first three months to secure limited-capacity "private island" excursions or new expedition ships. It is a peer-to-peer "best practice" to book during Wave Season even if you aren't sailing until much later in the year, as the competition between lines like Royal Caribbean, Carnival, and MSC leads to "once-a-year" value adds that are rarely matched during the busy summer or holiday booking periods.