I think we are confusing 'Online Internet Agencies' such as cruise.co.uk, and many other cruise specialist agents, with physically inputting the details into a website and hitting 'submit'.
I have considered myself an internet booker for many years now, but only to research the price. At that stage it is on to the telephone to make the actual booking.
How the hell do you ask a website for further discounts?
Apart from further discount, deals on gratuities, upgrades, car parking etc., speaking to an operative usually opens up far more cabin choices than a website can offer, plus a gamut of other things.
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