Cunard Line Remains Timeless in Turbulent Times

It’s been nearly two centuries since Cunard Line got its start on the seas when Halifax shipowner Samuel Cunard formed the British and North America Royal Steam-Packet Company in 1840.

And now, in its 178^th year, Cunard is sailing in a smaller world and in a cruise industry that is continuously being pushed by new technology. But, that does not mean the line has to make the choice between adapting to the new world and abandoning its roots. Instead, it is set to embrace what it always had.

“There are some iconic brands and properties that have been around, and Cunard has been around longer than almost any other,” said Josh Leibowitz, senior vice president with Cunard and chief strategy officer with Carnival Corp. “We aim for timelessness, even in the way we select itineraries on the ship, we aim for timelessness.”

While other lines are integrating technology into guests’ every move, Cunard is innovating with new tech in a different way that remains faithful to its brand.

“Technology shapes our lives, and you’ll see the role of technology in Cunard,” Leibowitz said, also noting that “you want to stay true to a brand’s essence.”

For instance, he said, if a guest wants to read in a ship’s library — Queen Victoria and Queen Elizabeth both sport two-deck libraries — they can do so with a paperback or hardcover, but they can also connect to the ship’s WiFi and read on their Kindle.

Cunard’s new brand campaign, released earlier this year, aimed to draw guests to the line by advertising that balance.

Cunard’s new marketing. 

“These scenes where you have this woman on deck who is obviously enjoying her time onboard and writing letters going into a facetious postbox,” Leibowitz said. “She could easily be sitting there with a laptop on her lap, but the reality is she’s writing letters. It’s meant to make you think and it’s this juxtaposition.”

New iconic explorations
Cunard has long been the standard bearer for transatlantic crossings, but it has diversified its offerings a number of times in the past few years, showing its presence as a true global cruise line.

The company announced earlier this year that it will head back to Alaska for the first time in 20 years, when Queen Elizabeth starts sailing 10-night cruises in and out of Vancouver in 2019. It is also increasing its presence in Australia, including Christmas sailings on Queen Elizabeth in 2019.

“The way our ships travel around the world makes us a truly global product,” Leibowitz said. “Our Alaska product is a bookend that has Japan on one end and London on the other. If you want to sail from Japan to London, you could do it.”

Cunard is also continuing its themed sailings, which are mainly done on its transatlantic crossings. It will sail its third Fashion Week crossing this September, and another Ancestry Crossing shortly after that. It will also continue to look at Stage & Screen and WWII Combat Veteran Crossings, something that is coming back in July. Others include crossings with themes focused on wine, dancing, and photography.

Some special sailings give guests the opportunity to meet-and-greet legendary musicians, including James Taylor and Crosby, Stills & Nash, who joined Cunard on journeys last year.

“This is definitely an increasingly important part of our business, and we’re finding the response to be really robust, offering something really rich to our guests and attracting new people to our brand, as well,” Cunard’s Manager of Public Relations Jackie Chase said.

On James Taylor’s sailing, the five-time Grammy winner spent six hours signing autographs and interacting with guests onboard. The Crosby, Stills & Nash sailing came after Taylor, who is friends with the group and recommended them to Cunard.

“It’s special, it’s something that we want to keep doing,” Chase added.

Opportunities for agents
Agents looking for clients to fit Cunard should seek out “the people who are looking for iconic experiences,” Leibowitz said. “I can tell you that it’s like going to London and staying at the Savoy. We’re a landmark at sea and we offer experiences that you can’t get anywhere else.”

There is also a big opportunity for agents to present Cunard as a world cruise option to their clients who are in the market for what is often considered to be the ultimate travel experience.

“If you’re a travel agent and you never sold a world cruise, then you’re missing out on selling the trip of a lifetime,” he said. “Even if you just said, let’s do a segment of a world cruise, these are the kind of things that are really extraordinary.”