Cunard to review fare structure in 2023

Cunard is going to review its fare structure and decide whether to include more items in the price in the new year, according to its acting senior vice president.

Angus Struthers, who previously held the role of vice president of marketing and sales, said while inclusivity was “a divisive” subject, it was important to keep “evolving with the times” and speak often with customers and agents.

Cunard currently offers the Cunard fare, which is available on all cruises regardless of when the booking is made, and the lower-cost Early Saver fare on selected sailings.

The line’s website says “the Early Saver fares combine a lower fare with some benefits”.

Speaking at an event to showcase Cunard’s incoming Queen Anne in London last week, Struthers said: “In terms of the fares, we will be reviewing that next year.

“Inclusivity is a divisive one. Grill Suite guests have said that with other holiday types what was include was not what they would have bought anyway.

“It’s all about talking to your guests and your agents and evolving with the times. We might introduce a more inclusive price.”

Struthers said drinks packages which the line offers had become increasingly popular “over the last few years”.

Asked when exactly Cunard would confirm its fare structure, Struthers (pictured) said: “A new year is a new year. If you look at our repeat passenger rates and the Net Promoter Scores new passengers are giving us – we’re happy but that does not mean we could do more. Never take anything for granted.”

Struthers said the line’s transatlantic sailings attracted more new-to-cruise passengers than any other Cunard offering, but pointed out that the brand’s repeat passenger rate was “around 60%”.

“On a sailing from Southampton, we will get a higher proportion of past guests than a transatlantic cruise,” he explained, adding that of the passengers on the 2023 World Voyage more than half were past passengers.

Cunard last month was forced to announce Queen Anne – its fourth vessel – would come into service in May 2024, rather than January of that year.

The line blamed the delay on supply chain issues.

“It is a combination of everything,” Struthers said, when asked about the delay. “The ship needs an extra five months to be completed. We would rather know now and be able to plan for it.”

Every venue on the 3,000-passenger ship has now been designed, said Struthers, who revealed his favourite spaces on board the vessel.

“I’ve got two favourite venues,” he said. “The Queen’s Room embodies the elegance and sense of occasion that Cunard is famous for.

“The other venue that I am looking forward to going to is the wellness studio with 300-degree views.

“It’s where you do yoga and palates classes but we can also host parties there. It’s part of our wellness proposition.”

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