Cunard prepares for its latest chapter

When it comes to iconic cruise brands, few can compare to the illustrious history of Cunard.

Founded in 1840 by Samuel Cunard, the company started life as a mail steamship company before growing to become one of the most important – and recognisable – companies in the world.

When a generation of migrants travelled from Europe to the United States, it was companies like Cunard which took them there. When the Titanic sank, it was a Cunard ship that arrived to rescue survivors. During the Second World War, the company transported thousands of Allied troops, leading to Winston Churchill saying that Cunard shortened the war by an entire year.

So, with that much history, it’s no wonder why there is such interest in the brand and its new iterations. There are few greater symbols of British luxury and heritage than Cunard.

This week, Cunard launches Queen Anne. Its first ship in 14 years (when it launched Queen Elizabeth in 2010) and the 249th in its history.

“We are extremely excited,” says Tom Mahoney, director of sales for Cunard. “Everybody has dedicated so much hard work and time into this, both ourselves and our travel partners.”

“This is our first ship for 14 years and during that time the cruise industry has changed dramatically. A lot more people now think about cruising as a holiday option. Queen Anne is going to open a lot of people’s eyes to Cunard. After this launch, we’ll be a four ship fleet. We will never be the biggest but in terms of the impact that Cunard manages to generate, just take a seat and watch because the next couple of months are going to be quite special.”

Queen Anne is designed to be an evolution for Cunard. Capable of holding up to 3,000 guests, the company has called on the talents of designers including David Collins, who helped design Claridge’s and Sybille de Margerie who worked on the Mandarin Oriental Paris. That gives an indication of how Cunard is looking to balance its iconic history with the tastes of today’s luxury traveller. New onboard partnerships with chef Michel Roux and Harpers Bazaar spa packages add to what feels like a new chapter.

But, does this next iteration appeal to the company’s loyal Cunarders?

“We’ve actually seen a bit of an evolution of who’s booking onto Queen Anne,” Mahoney explains. “When we initially put her first season on sale, it appealed to mainly past passengers. However, since then, we’ve seen the numbers of new-to-Cunard getting higher and higher. 30-40% of our booked guests on Queen Anne’s maiden season are new to brand. But, since January 1 it’s closer to 45%. However, on our other three ships, and this is down to our travel agent partners, our new to brand is actually at 55% for bookings made this year.

“So, Queen Anne is the big story at the moment for Cunard however our travel agent partners are doing an incredible job of telling the holiday market what Cunard is all about.”

And when it comes to that offering, Mahoney is keen to stress that Cunard’s options for families are far more diverse than many may think.

Including the kids club, there are up to 400 spaces for children onboard Queen Anne – more than on any other Cunard ship to date. Families can enjoy time together watching a film in the Pavilion (thanks to the partnership with the BFI) or a dedicated Children’s Tea

“When I think about how we’ll holiday on Queen Anne, it just makes sense,” says Mahoney. “I’ll probably be in the Golden Lion pub enjoying a pint of Cunard Gold, maybe with some sport in the background, my wife will be in the spa enjoying one of the Harpers Bazaar treatments and my little boy will be in the kids’ club having the time of his life.

“During the evening, we’ll snuggle down in the Pavilion and watch a movie on a warm evening in the Mediterranean. We’ll each have something to enjoy but as a family can enjoy that togetherness too. It’s the best of both worlds.”