Cunard to scale up agent support in 2025 to boost trade sales

Cunard has outlined its aim to “get out of the blocks early” in 2025 and scale up its support for agents to boost trade sales.

Tom Mahoney, the line’s director of UK sales, told Travel Weekly a priority for this year is to widen access to its fam trip and ship visit programme and to grow its development team which focuses on new agent partners.

“We will be offering the same fam trip and ship visit experience [but] on a wider scale,” he said.

“Where previously we would only invite 20 agents on board a ship for a visit, we’re looking to double that this year.”

As part of its trade strategy, Cunard launched its spring 2027 itineraries five months ahead of the comparable 2026 season and unveiled its Black Friday and wave promotions weeks earlier than previously.

Mahoney said Cunard would consider launching its summer 2027 programme in early 2025.

“Part of our trade strategy this year is to get out of the blocks early,” he said. “If we can start in January and increase our share of voice, particularly over the Sunshine Saturday period and into February, then we’ll set ourselves up for a really strong year.”

Cunard’s wave promotion went live on December 19 with its “strongest onboard credit offer” of triple onboard spending money on 750 voyages until February 17, along with triple Shine Rewards Club points for agents booking applicable fares.

Mahoney revealed first-time Cunard passengers were up 49% in 2024 compared with 2023, with the trade “over-indexing” on selling to that segment of the market – a trend he tipped as “set to continue”.

He added that Cunard was working with more luxury specialists than ever before and had a higher average selling price, particularly with agents, which had helped it smooth its booking curve.

Another big focus for 2025 will be “simplified messaging”. Mahoney said Cunard would look to shift away from traditional definitions of luxury travel and focus on its promise of “iconic voyages without compromise”.