There are fewer deals for family and retirees of some of the cruise lines in the UK now. We have friends who retired from a P&O company, and they no longer get the very generous discount offers. I've noticed that the on-line booking companies have very good prices for cruises that sail within the week. I suspect that the cruise lines have adopted demand pricing like the airlines.
We sailed with a chap who was a retired executive of a P&O company on a cruise from San Francisco to Southampton on Sea Princess back in 1995, and he complained that although his cruise was free, he had to pay his own airfare. That didn't endear him to those of us who had paid full whack.