Do you fear flying or detest being crammed into economy? If so, why not drive to a British port, board a luxury liner and relax on your cabin balcony, sipping champagne as you head off for the Med?

At least, that’s the message from the world’s biggest cruise firms as they invest more than £1billion this year on huge new ships, many specifically designed for the British market. They hope to finally shake off the ‘quoits and cribbage’ image of holidays at sea with sleek modern facilities, must-see destinations and exciting excursions to attract younger travellers.

Giant among the newcomers will be the 160,000-tonne Independence of the Seas, arriving in Southampton later this month. The £420million Royal Caribbean ship, which shares the title of the biggest liner in the world with its two older sisters, is the length of five jumbo jets. Its crew will serve 100,000 meals a week to 3,600 passengers and among its attractions are a climbing wall, ice rink, surf machine and a shopping mall.