The launch of Queen Anne has marked a significant milestone for Cunard, enticing many British travellers to embark on their first cruise voyage.
With Queen Anne’s debut, Cunard has experienced a substantial uptick in bookings from new clients, underscoring the ship’s vital role in attracting fresh audiences.
Queen Anne’s introduction has played a pivotal role in drawing a new cohort of customers to Cunard. Tom Mahoney, Cunard’s UK sales director, revealed during the 2024 CLIA Conference in Southampton that half of their bookings were from individuals new to the brand. This surge highlights the successful appeal of Queen Anne to first-time travellers.
The blend of past guests and new travellers showcases Queen Anne’s allure. According to Mahoney, around 40% of agent bookings are from guests who have never cruised with Cunard before, indicating the ship’s broadening clientele base beyond traditional customers.
This initiative provides a dual advantage: enhancing Cunard’s customer base while offering agents a chance to connect with a new generation of cruise enthusiasts.
Cunard has strategically utilised Queen Anne to launch enticing incentives.
At the event, Tom Mahoney rewarded agents by granting them places on a Queen Mary II fam trip. These trips have been tailored to four days to deliver immersive experiences on board, aligning with feedback from agents. Such strategies aim to fortify agent relationships and drive sales.
Anticipation builds as the official naming ceremony of Queen Anne approaches, scheduled in Liverpool on 3 June. This event promises to be a grand affair, with Cunard expecting an attendance of over 30,000 locals.
Moreover, during the ceremony, Cunard will host 150 agents, providing an excellent platform for networking and brand reinforcement.
Cunard president, Katie McAlister, commended the pivotal role agents have played in achieving record-breaking sales. She emphasised the importance of reaching a 40% customer boost in each trading period to manage Queen Anne’s capacity.
Agents are recognised not only as sales generators but as integral partners in sustaining the line’s success trajectory.
Angus Struthers, VP of global marketing and EMEA sales, noted that agent incentives centred around Queen Anne inspired over 5,626 bookings. This achievement underscores the ship’s strategic importance in sales initiatives.
By creating engaging promotional events and strategic partnerships, Cunard has effectively broadened its market reach, leveraging Queen Anne’s newness to invigorate interest and demand.
The launch of Queen Anne has undeniably bolstered Cunard’s market position, making significant inroads with new customers while strengthening ties with agents.
As Cunard continues to innovate, the influence of Queen Anne will likely extend beyond these initial successes, carving out a prominent role in the cruise line’s ongoing strategy.
Queen Anne has not only attracted new cruisers but also strengthened Cunard’s relationship with its agents.
This development has set the stage for future growth as Cunard leverages the ship’s appeal and embraces new market opportunities.
