Bookings for existing Cunard ships ‘keeping up with Queen Anne sales’

Mahoney said that “close to 40%” of trade bookings came from new-to-brand customers, adding these bookings normally “over indexed” when wave or Black Friday promotions were running.

Cunard’s 2025 fly-cruise programme is currently in the “best booking position that it’s been in within the past five years”, Mahoney added. 

“We’re almost where we would be for cruises out of Southampton,” he said. “We’ve got really healthy availability of airlift that we’ve scheduled from Manchester, Gatwick and Heathrow.” 

Mahoney pledged to grow the trade sales team following the launch of Queen Anne, but would not reveal exactly how it would expand. 

With sailings on Queen Anne now bookable, Cunard is looking to fill an extra 44% capacity next year.

Cunard president Katie McAlister added: “2024 is a great year for agents because there’s much more to sell. Our trade sales are exactly where we want them to be.

“We’re really pleased that we’re getting great support from agents, but that’s because we’ve invested in the team. Our agent sales are a really high percentage.”

Angus Struthers, vice-president, global marketing and EMEA sales, said the line would not have managed to fill the additional capacity “without the travel agent community”.

“Everyone has phenomenal opportunity to grow,” said Struthers. “We’ve had a record wave and Black Friday thanks to travel agents and their ongoing support.”