As competition mounts in the sector, Cunard is redefining what luxury cruising looks like by fusing its iconic heritage with a fresh wave of innovation.
In a conversation with LATTE, Cunard Sales & Marketing Director for Australia and New Zealand Amy Williams highlighted recent developments from elevated wellness offerings to cutting-edge entertainment and curated dining, but also acknowledged the need to balance such innovation with the cruise line’s iconic identity. Achieving the right mix is crucial to stand out, particularly as a greater number of high-end players enter the market – an influx Williams welcomes.
“It’s bringing more attention into the cruise market,” she said.
“With Cunard, our guests love the iconic status. They love that classic style of cruising. But of course, they’re looking for innovation and that’s where Queen Anne comes in. She’s the new evolution of cruising for Cunard and we’re starting to see that evolve across our fleet as well.”
Subscribe to LATTE Cruise’s free eNewsletter to keep up to date with everything in the luxury cruise space.Queen Elizabeth has recently emerged from a comprehensive makeover with many of the ship’s signature spaces refreshed. It has also been fitted with a Pavilion Café, also aboard Queen Anne, which Williams highlighted as a game changer on the dining front.
“We’ve got nutritionally balanced meals available there for breakfast and lunch, and really important aspect to people so they can get their breakfast lunch there smoothies and different dishes,” she said.
Other innovations on the dining front include Cunard’s partnership with Michelin-starred chef Michel Roux.
It is also freshening up its entertainment offering with new shows like the Bright Lights Society – “an intimate style of cabaret experience” – as well as a collaboration with Abbey Road Studios which will bring bespoke musical content to the Commodore Club on Queen Elizabeth. “It’s got such a broad appeal,” said Williams, adding that this will debut in northern hemisphere spring.
Williams, who stepped up to her role on 1 May, also highlighted Queen Anne’s “state-of-the-art” wellness facilities which align with a fresh vision for the cruise line. “We’re entering a new wellness era for Cunard,” she said. This shift caters to a growing demand among luxury travellers for experiences that prioritise health and relaxation, as well as culinary enrichment.
Meanwhile, Cunard is seeing strong demand for its recently launched Mediterranean program, with Queen Elizabeth to be based in the region for 22 weeks from 27 May where it will sail a series of voyages from seven to 28 nights.
“It really aligns to the trends that we’re seeing where Australians are really happy to fly to Europe for a Mediterranean cruise, and that’s continuing to increase year on year,” Williams said, referencing the recent CLIA report which highlighted this as an important trend. “It’s great for us that the Aussies and Kiwis know Queen Elizabeth, and they love Queen Elizabeth, but now they’ve got a chance to hop on and see the Mediterranean aboard it.”
The program will offer the opportunities for slow-paced journey with plenty of cultural immersion which is the style of travel that Cunard’s loyal clientele loves.
All of these developments are fuelling a shift toward younger and first-time cruisers. “We are definitely seeing a broader appeal to newcomers to cruise, which is really exciting,” Williams said. Families are part of that growth too. “We see lots of multi-generation families on board… especially for special occasions.”
The trade continues to be crucial for the cruise line in the local market, with Williams describing advisors as “our greatest advocates”. As a result, Cunard is supporting them with new training tools. These include 10 short, topic-focused videos, and a refreshed portal on the OneSource platform.
With bookings now open through January 2028, aligned with the longer lead times being seen in-market, there is ample opportunity for the cruise line to capitalise on growing momentum, according to Williams. “The biggest opportunity for us is just to continue to evolve… while keeping those signature experiences our guests know and love.”
