Celebrity's not-so-new secret recipe that keeps passengers flooding back - as the UK's booming cruising market sails towards a £3 BILLION a year industry

As the lucrative UK cruising market continues to flourish, the biggest operators are desperate to find the secret sauce that keeps passengers returning time and time again.

With the UK market alone expected to generate nearly £3billion this year – and the number of passengers expected to reach 3.2m by 2029 – it’s little wonder they’re all seeking that elusive edge.

Is it the best-value drinks package? The latest luxury spa? Destinations with a difference? West End-standard entertainment?

Well, here’s the thing. As an up-and-coming cruiser with five fantastic trips since Covid, I think the secret is... good old-fashioned service!

Our experience sailing on the Celebrity Apex was unlike anything we’ve experienced before. And with a curious 15-month-old in tow, that extra-special service made all the difference to our 11-night trip around the Mediterranean.

None of it seemed forced, smiles seemed genuine and they couldn’t do enough to help. So it’s little wonder we’ve already booked a return on one of Celebrity’s other ships for next summer.

Our experience at dinner summed up why we quickly fell for the Apex. Feeling weary after travelling down to Southampton and getting unpacked, we found a wonderful corner table at Cyprus restaurant.

A high-chair arrived in seconds and the maître d' couldn’t have been more accommodating. Our toddler had his favourite pasta made to order and the next 90 minutes got our trip off to a brilliant start.

But here’s the thing – the maître d' then offered to reserve the same fantastic window table every night. We could choose from any menu on the ship (something all passengers can choose from).

So when we walked in after a busy day, our table was ready, the high-chair was in place, the boy’s pasta was on the way, and our favourite bottle of rosé was already chilling.

It makes a huge difference when you’re not scrabbling for a high chair and worrying how to feed a toddler off an adult menu.

Food lovers will find plenty to enjoy onboard the Apex. With 29 restaurants, bars, and lounges to explore onboard – including Fine Cut Steakhouse to Raw on 5 and Eden – the variety and quality means you never feel like you’re on rinse and repeat.

Choose from a-la carte, gourmet comfort food, bar bites or the ever-changing buffet.

The Celebrity Apex itself was built in 2020 at a cost of $1 billion, with the magnificent Magic Carpet - a cantilevered platform that moves up and down the side of the ship - serving as a bar, restaurant, and tender platform. It offers guests breathtaking views of the Mediterranean as you soar above the sea.

It’s the ideal place for a cocktail after a couple of hours in Apex’s spa.

The spa offers over 120 different treatments, including destination-inspired therapies, advanced beauty treatments, and wellness programs. Options range from aroma spa seaweed massages to restorative salt stone massages.

The SEA Thermal Suite boasts eight distinctive therapeutic experiences and the Persian Garden offers aromatic steam and tropical rain showers.

Entertainment on the Celebrity Apex is nothing short of spectacular. The ship offers a range of activities and performances to suit every taste. From quiet lounges to vibrant shows in the Eden complex, there's something for everyone.

A nice touch on Apex – and another plus point to make it out from other operators – is that you don’t need to book for the big shows. This means you can decide at the last minute and not be bound by a timetable.

The daily entertainment schedule was full and varied. We always had options – whether a game of Deal or No Deal, enjoying one of the talks or the bands on the smaller stages.

As parents of a young boy, we were a little apprehensive about a 12-day cruise. Would there be enough to entertain him, especially with a handful of at-sea days.

We needn’t have worried. The Camp at Sea offers dozens of activities tailored to different age groups.

Teenagers can enjoy their own space at the Teen Club – including silent discos and video game tournaments - and it looked busy from the beginning to end of our sailing.

But the biggest plus point was how different age groups were given their own slots in the Camp.

So our little one was with toddlers his own age, without us worrying about different children bumping into him or hogging the toys.

Twice a day we spent a couple of hours playing with him, enjoying the many toys in a colourful, safe, ultra-clean play area. And again, coming back to our overall takeaway from Apex – the Camp at Sea staff were amazing.

They remembered our boy’s name every time we turned up, spoiling him rotten and they simply couldn’t do enough. We noticed this with every child who came through the doors – and all left beaming at the end of their session.

The experience left us keen to book again, knowing he’d be happy wherever we rock up to our next Celebrity cruise.

On this trip we docked at Vigo, Tenerife, Lanzarote, Madeira and Coruna. (CHECK). Madeira was by far our favourite, with beautiful coastal walks and a modern, clean, sun-drenched island.

It had everything and we’ll certainly be back – and next time there might be a quick visit to the Cristiano Ronaldo museum, built in homage to the island’s famous son.

Back on board and, refreshingly, it felt like we had plenty of room in our stateroom – even with a cot. Apex has 1,473 staterooms – and for those seeking an even more exclusive experience, The Retreat offers suite guests private dining, a dedicated lounge, and a sundeck and, magnificent two-story Edge Villas, each with their own private terrace and plunge pool.

With a crew of 1,320 attending up to 3,405 passengers, personalized service is guaranteed and Apex never seemed too busy.

Celebrity Apex offers a welcoming environment for children with special needs, including sensory-friendly films, toys, and dietary menu options.

Autism-friendly services like priority check-in and boarding are also available. And our friends on board found Apex perfect for their severely-disabled daughter, with all her needs catered for with a smile.

But that was no surprise… that can’t-do-enough attitude and consistently-brilliant service explains why so many passengers we spoke to were repeat customers. As we will be next year.