Queen Anne: everything agents need to know about Cunard's first new ship for 14 years
As she sets off on her maiden voyage, this 21st-century liner will signal a new direction for Cunard, while also honouring the company’s heritage, says our cruise expert
When a cruise line invites the travel trade to an overnight showcase of their 249th ship, it can only be Cunard. The event in Southampton on 1 May will provide agents with an exclusive preview of the elevated dining, wellness and entertainment concepts onboard the new 2,996-guest Queen Anne.
While celebrating the company’s traditions, this addition to the fleet marks the dawn of a new era. The designers have conceived a vision of a 21st-century liner where the luxury lifestyle will appeal to a discerning, younger crowd eager for a retrospective into the realm of Downton Abbey.
Angus Struthers, vice-president of global marketing and EMEA sales at Cunard, takes up the story. “Queen Anne will have the widest selection of dining venues, bars, entertainment, fitness, beauty, thermal and spa facilities ever seen on a Cunard ship. She will also boast a fantastic mix of much-loved signature venues such as the re-imagined grand Atrium and Queens Room, plus concepts including Bright Lights Society – an exhilarating new show bar inspired by historic, bold electric light installations, where guests can immerse themselves in live entertainment.”
Struthers adds: “Guests will enjoy an impressive variety of brand partnerships onboard. There will be luxury experiences for everyone, from Le Gavroche at Sea residencies hosted by two- Michelin-starred chef Michel Roux to wellness packages curated by Harper’s Bazaar beauty experts and exclusive British Film Institute screenings in The Pavilion for film lovers.”
STYLISH SUITES
Queen Anne will provide guests with some of the finest accommodations at sea. Four categories include Britannia Staterooms, Britannia Club Staterooms, Princess Grill Suites and Queens Grill Suites. As with all Cunard ships, dedicated restaurants correspond to different accommodation categories. New dining options range from light bites and treats to the ultimate in fine cuisine.
Not surprisingly, there’s a great deal of anticipation from both regular and new-to-brand clients. Stefan Shillito, managing director of Sovereign Cruise Club, notes: “Our loyal Cunard clients cannot wait to see Queen Anne, and many have already booked more than one voyage, showing just how much confidence they have in the brand and this exciting new ship. I think loyal Cunard clients are fascinated by the juxtaposition of an opulent new ship heralding novel features and experiences with those of signature venues and familiar traditions.”
When asked if he expects Grill Suites class to be a strong seller, Shillito says: “It already is and has sold out on many sailings. The Queens Grill product is great value and provides one of the last unique luxury experiences at sea today.”
OPENING UP THE BRAND
The buzz about this new ship is not lost on Carl Burrows, strategic director at Imagine Cruising. He points out: “Our customers always love new options. Cunard is celebrated both in the industry and with passengers, and Queen Anne not only boosts this further but opens the cruise line to even more travellers. As a heritage brand, Cunard is cherished, and its identity is so well established that I think the new ship will prove just as popular with our clients already familiar with the unique experience. The fleet offers consistency but with individual differences. With this new ship, there’s a great opportunity for customers to experience Cunard for the first time.”
Burrows also states that Grill Suites are a strong seller. He says: “The exclusivity and elevated service suit our customers who love our ‘One Life’ philosophy and look for this in the itineraries we create for them as a whole holiday – Land and Sea.”
Perhaps it’s not surprising that the recent Queen Anne competition has been the cruise line’s most successful trade incentive to date. Struthers says: “Within the first month of welcoming this new addition to our fleet, we will offer opportunities for up to 500 of our most engaged travel agent partners to step onboard during a variety of activations. Queen Anne will also be showcased at the 2024 Clia UK & Ireland Conference from 23-25 May, where around 200 agents will embark and gather invaluable first-hand experience of everything this iconic new ship offers.”
Cunard’s 249th ship will be christened at the world-famous Mersey waterfront on 3 June. The event is expected to attract tens of thousands of spectators alongside the river at Pier Head between New Brighton and Seacombe on Wirral, and on beaches at Formby and Crosby in Sefton.
A short history of Cunard
Since 1840, Cunard has been a pacesetter in ocean travel. With the motto “speed, comfort and safety”, the company has always offered passengers a lavish lifestyle. At the beginning of the 20th century, a trio of stately liners heralded the first “floating palaces”.
In 1934, the record-breaking Queen Mary entered service – until the Second World War, she was the grandest ocean liner in the world, carrying Hollywood celebrities including Clark Gable and dignitaries such as Winston Churchill. After serving as a troopship during the war, she was joined in 1946 by the equally fast Queen Elizabeth. “Getting there is half the fun!” proclaimed the Cunard brochures of that era, but the dawn of transatlantic flights almost brought the curtain down on this “Golden Age” of travel. In a bold move, a liner fit for a new generation of voyagers made its debut in 1969. The 1,777-passenger QE2 enjoyed an illustrious career that spanned 39 years.
In 1998, Carnival Corporation purchased Cunard and announced the construction of a new majestic liner. When Queen Mary 2 entered service in 2004, she was the longest, tallest, widest and most expensive ship ever built. This flagship was joined by Queen Victoria in 2007 and Queen Elizabeth in 2010. 14 years later, Queen Anne is set to continue this noble lineage.
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