Overpricing of cruise for UK customers

I recently booked a cruise from Miami to Bahamas in August 2015. When I enter the company website it automatically takes me to the UK site and all prices are charged in GBP.<br> I selected my cruise which totalled GBP762.02 and paid the deposit of GBP150.00. However, subsequently my friend has checked the US site in South Africa and the price of the cruise is $762.02.<br> This therefore means that should I have paid in US $ I would have saved GB248 but the website would not allow me to pay in another currency.<br> I contacted the call centre only to be told that there is nothing they can due because that's their pricing based on markets/economies and location of customers. So in other words, because the GBP is stronger, they charge UK customers more.<br> I find this extremely discriminating towards UK customers because we have to now pay more for a cruise because our exchange rate is stronger. <br> I am absolutely shell shocked that the company will not entertain any complaints and merely tell me that I have now lost ?248 because of their inadequate pricing policies.<br> <br> How can GBP value and US $ be exactly the same?????