It's the ocean cruise with a difference, allowing you to enjoy life on the high seas without worrying about getting seasick or finding the lifeboats.

Doze off on the deck, nap in your cabin, soak up the sea views and dine at the captain's table, all without moving an inch from 'port'.

Next year sees the launch of the HMS Bognor, otherwise known as Shoreline, the flagship for a new breed of Butlins accommodation.

The UK's best-known holiday company has just unveiled the design for its first resort hotel, in the shape of a ship, complete with cabins, decks and a cocktail lounge.

The Bognor Regis resort has come a long way since the early days of its Hi-de-Hi-style chalet accommodation.

The chalets were replaced by self-catering and half-board apartments in the 1990s and now Butlins is pulling out all the stops to attract new generations to its resorts.

If the Bognor hotel proves successful, others may follow at the resorts in Skegness and Minehead.

The £10 million contemporary Shoreline hotel boasts 160 rooms over four floors and some of the best sea views on the south coast.

With stylish and spacious bedrooms, ranging from studio level to de luxe suites, and with each room benefiting from an average spend of £62,500, the hotel demonstrates the company's commitment to the future of its Bognor operation.

Building work started earlier this year and the hotel is scheduled to open in August 2005.

Jeremy Sayer, of PWP Architects who designed the hotel, said: "The Shoreline celebrates the essence of the sea and the maritime environment that surrounds it. The designs share a visual identity with a ship and will create an exciting new landmark on the south coast."

Richard Bates, Butlins' operations director said: "Lots of guests are comparing the exterior look of the hotel to a grand ship and of course there are similarities.

"It is an impressive-looking building, very modern with fantastic views over the sea."

Guests who step aboard the Shoreline will be invited to choose from three grades of bedroom - Nelson Staterooms, Columbus Quarters and Hook's Cabins. The Nelson staterooms are designed to offer families the ultimate in luxury. With huge windows and a private balcony, a king-size bed, comfy sofas, flatscreen TV, DVD, fluffy bathrobes and slippers, they stand comparison with any top-class liner.

Guests can enjoy all-day check-ins, room service, a modern bistro restaurant, a stylish cocktail bar overlooking the coast, landscaped gardens and extra privacy and leisure space.

They will also have full access to the entertainment and activities on offer at the main Butlins resort, only a short stroll away.

Beneath the striking roof of Bognor's Skyline Pavilion, they can enjoy anything from a wrestling contest to a puppet show or a performance by top stars - all the while being looked after by the famous redcoats.

Butlins at Bognor can already accommodate up to 5,000 holiday-makers in 1,500 apartments.

Guests staying at Shoreline will be able to stay for three, four or seven nights. Butlins hopes to start taking bookings early next year.

Prices will start from £79 per night for room only for a family of four based on a minimum stay of four nights.

For more details, call Butlins on 0870 2420870, visit your local travel agent or save £5 by booking online at www.butlins.com/hotel.