P&O Cruises has crossed off a new social media milestone after reaching over 250,000 ‘likes’ on Facebook,.

The page may have launched in June 2009, but the majority of the new ‘likes’ have come through over the past year, with an average of 12,000 new fans each month since December 2012.

P&O says the secret behind its social media success is using images of island destinations and holiday snaps to replicate the fun of a cruise holiday.

Additionally, competitions, special offers and engaging polls also help bump up ‘likes’.

Speaking of the company’s success, Carnival Australia director of marketing Simon Cheng said social media is a great way for the company to interact with its cruisers, while also allowing passengers to communicate with each other before they cruise.

He said: “Cruising and social media are a match made in heaven and really adds to the excitement before, during and after a cruise.”

P&O hopes to reach half a million Facebook fans in 2014.