Cruise customers have likened Thomson Cruises to Primark.

When over 3,000 cruise customers were asked by cruise.co.uk to associate brands with a high street name, Thomson's cruise product was likened to budget retail chain.

While its rivals were associated with the likes of John Lewis and Debenhams, Thomson was considered "mass market" like Primark.

Seamus Conlon, Managing Director of www.cruise.co.uk, said: "This latest survey shows that whilst cruising is still perceived as elitist, many brands are now being associated with more mainstream names and products.

"Not surprisingly high street names like M&S and John Lewis featured but so did Primark and Tesco."