Queen Elizabeth takes Cunard 'beyond traditional clients'

The arrival of a third new ship in the Cunard fleet is an opportunity to expand the brand beyond its traditional client base, travel agents at this week’s Queen Elizabeth launch said.

Ahead of Monday’s naming, Cunard managing director Peter Shanks spoke to Travel Weekly about the cruise line’s plans to counter perceptions of it being only a heritage brand now that it has the “world’s youngest fleet”.

“I am often quoted as saying that we are not a museum, because in the past Cunard has been seen only as a bit of a heritage brand: we are not,” Shanks said.

“With Queen Elizabeth coming into the fleet, for the first time in our history it gives us a consistent offering to our guests and agent partners,” he said.

Phil Nuttall, director of the Cruise Village, said: “We have got our work cut out educating new, younger people about Cunard.

“There is now a requirement to do that, no doubt about it, now it has three considerable ships.”

Queen Elizabeth joins Queen Mary 2, launched in 2004, and Queen Victoria, which entered service in 2007, in the Cunard fleet. Nuttall said he expected Queen Elizabeth to attract traditional ‘Cunarders’ due to its many features harking back to the line’s history.

David Mills, Iglu Cruises head of commercial, said: “Cunard’s heritage is something that no other line in the world can touch.”