Cunard Line Reviews
Cunard Line is a luxury British cruise company with a rich history and a reputation for offering exceptional service and onboard experiences. With 180 years of operation, Cunard is a leading operator of passenger ships in the North Atlantic and is renowned for its transatlantic journeys. The company’s fleet consists of three ships, affectionately known as the “three Queens”: the MS Queen Victoria, MS Queen Elizabeth, and the iconic RMS Queen Mary 2, the world’s only true ocean liner. In 2024, Cunard will welcome a new addition to its fleet, the MS Queen Anne.
Cunard Line offers a diverse selection of cruise destinations across several continents. With ports in over 60 countries, passengers can explore a variety of cultures, landscapes, and iconic landmarks. For example, in Europe, travelers can visit historic cities and charming coastal towns, while in the Caribbean, they can enjoy pristine beaches and tropical paradises. In Asia, passengers can experience the rich traditions and vibrant cities of countries like Japan and China. These are just a few examples of the exciting destinations that await travelers on Cunard Line cruises.
Founding and Early Years: Cunard Line was founded in 1839 by Samuel Cunard, a Canadian entrepreneur, in partnership with several British businessmen. The company’s primary objective was to establish a regular steamship service between Britain and North America. In 1840, Cunard’s first ship, the RMS Britannia, set sail on its maiden voyage from Liverpool to Halifax and Boston, marking the beginning of Cunard’s transatlantic operations. Over the years, Cunard expanded its fleet and improved its ships’ speed, size, and luxury. Notable vessels included the RMS Lusitania and RMS Mauretania, known for their elegance and speed.
World Wars and Transatlantic Crossings: During the World Wars, Cunard’s ships played vital roles in transporting troops and supplies. Tragically, the RMS Lusitania was torpedoed and sunk by a German submarine in 1915 during World War I. Despite these challenges, Cunard continued to innovate and adapt to changing times. The iconic RMS Queen Mary and RMS Queen Elizabeth were launched in the 1930s, becoming renowned for their luxurious accommodations and transatlantic crossings. After World War II, Cunard faced competition from air travel, and the advent of jet planes led to a decline in passenger numbers. In response, Cunard transitioned its focus to luxury cruising, offering memorable voyages to destinations worldwide.
Modern Era and Continued Excellence: In 1998, Cunard Line became part of Carnival Corporation & plc, the world’s largest cruise company. Under Carnival’s ownership, Cunard continued to uphold its legacy of elegance and prestige. The flagship of the fleet, Queen Mary 2, was launched in 2004, reviving the tradition of transatlantic crossings and setting new standards for luxury cruising. The fleet expanded with the addition of Queen Victoria in 2007 and Queen Elizabeth in 2010. Today, Cunard Line offers a range of itineraries, including world cruises, European voyages, and exotic destinations. The company maintains its commitment to exceptional service, timeless style, and creating unforgettable experiences for its passengers.
Carnival Corporation & plc: Cunard Line is owned by Carnival Corporation & plc, one of the largest cruise companies in the world. Carnival Corporation & plc is a dual-listed company, with one set of shares traded on the New York Stock Exchange and another set traded on the London Stock Exchange. The company operates a portfolio of cruise brands, including Carnival Cruise Line, Princess Cruises, Holland America Line, and of course, Cunard Line. As the parent company, Carnival Corporation & plc provides financial and operational support to Cunard Line, allowing it to maintain its high standards of service, expand its fleet, and offer a diverse range of cruise experiences to its passengers.
Organizational Hierarchy: Within Carnival Corporation & plc, Cunard Line operates as a distinct brand with its own organizational structure. The specific details of the organizational hierarchy may vary, but generally, Cunard Line has its own executive leadership team responsible for overseeing the company’s operations, strategic direction, and financial performance. This team is likely composed of key executives such as the CEO, CFO, and other senior leaders who manage different aspects of the business, such as marketing, operations, finance, and human resources. The organizational structure may also include various departments and teams dedicated to specific functions, such as sales, marketing, customer service, and fleet operations.
Decision-Making and Integration: As part of Carnival Corporation & plc, Cunard Line operates within the larger framework of the parent company’s decision-making processes and strategic initiatives. While Cunard Line maintains its own brand identity and distinct offerings, decisions regarding fleet deployment, capital investments, marketing campaigns, and overall corporate strategy may involve input and coordination from Carnival Corporation & plc’s central management. This integration allows for synergies, resource sharing, and leveraging of the parent company’s expertise and resources. It also ensures alignment with Carnival Corporation & plc’s overall business objectives while preserving Cunard Line’s unique brand essence and heritage.
Fleet and Itineraries: Cunard Line operates a fleet of cruise ships that offer a range of itineraries and voyages. The flagship vessel of the fleet is the Queen Mary 2, which is the largest ocean liner built to ply the Atlantic. This iconic ship offers regular transatlantic crossings between New York and Southampton or Hamburg. In addition to transatlantic voyages, Cunard Line also offers various cruise itineraries to destinations around the world, including Europe, the Caribbean, Asia, and more. The company strives to provide a blend of classic elegance and modern luxury onboard its ships, with a focus on delivering exceptional service, fine dining experiences, and a wide range of entertainment options for its passengers.
Onboard Experience and Amenities: Cunard Line is known for its refined and sophisticated onboard experience. The ships feature a classic and elegant ambiance, paying homage to the line’s 182-year-old history. Passengers can enjoy a range of amenities and activities during their voyage, including world-class dining options, elegant ballrooms, theaters showcasing live performances, luxurious spas, fitness centers, and enrichment programs such as lectures, workshops, and classes. Cunard Line also offers unique experiences like traditional afternoon tea, where passengers can indulge in tea, sandwiches, pastries, and scones with clotted cream. The company strives to create a relaxing and luxurious atmosphere for its guests, whether they are on a short voyage or a transatlantic crossing.
Guest Services and Customer Experience: Cunard Line places a strong emphasis on providing exceptional guest services and ensuring a memorable customer experience. The company aims to cater to a diverse range of passengers and offers accommodations and cruise packages to suit different budgets. Passengers can choose from a variety of staterooms and suites, each designed with comfort and elegance in mind. The crew members onboard, including the chefs, waitstaff, and hospitality teams, are dedicated to delivering personalized service and attending to the needs of the guests. Cunard Line also offers loyalty programs and rewards for its repeat passengers, recognizing and rewarding their continued patronage. Overall, the company strives to create a luxurious and unforgettable experience for its guests, combining the charm of traditional sea travel with modern amenities and impeccable service.
Leadership and Management: At the top of Cunard Line’s organizational structure is the Director, Public Relations, Jackie Chase, who is responsible for overseeing the company’s public relations activities. Below the director, there are several key departments and roles. In the Product & Engineering department, David Kemp serves as the Senior Designer, responsible for design-related aspects of the company’s products. In the Finance department, Gerhardus Engelbrecht holds the role of Finance Manager, overseeing financial operations. In the HR department, Roland Sargunan serves as the Chef de Cuisine, responsible for culinary operations. In the Marketing department, Leah Caprarelli is the Marketing Specialist, involved in marketing initiatives. Lastly, Guilherme Araujo holds the position of Wellness Director in the Health department, responsible for wellness-related activities.
Functional Departments: Cunard Line’s organizational structure includes various functional departments that contribute to the company’s operations. These departments include Finance, HR, Marketing, Health, and Operations. Each department is led by a manager or director who oversees the department’s activities and ensures its alignment with the company’s goals and objectives. For example, Anja Tabarelli serves as the Director of Sales and Marketing, overseeing sales and marketing strategies. The organization structure also includes key positions within each department, such as Senior Designer, Finance Manager, Chef de Cuisine, Marketing Specialist, and Wellness Director, each responsible for specific functions within their respective departments.
Collaboration and Support: The organizational structure of Cunard Line promotes collaboration and support among its departments. The various departments work together to ensure the smooth functioning of the company’s operations and the delivery of exceptional services to its passengers. For example, the Marketing department collaborates with other departments to develop effective marketing strategies, while the Finance department supports financial operations across the organization. The HR department plays a crucial role in managing human resources and supporting the workforce. The organization structure allows for clear lines of communication and coordination among different departments, promoting efficiency and effectiveness in the company’s overall operations.
Cunard Line’s HR policies focus on creating a positive work environment and supporting employee well-being. With a team of dedicated professionals, including the HR Manager, Cunard Jackie Chase, they ensure the implementation of comprehensive HR practices. The HR department, consisting of 20 employees, strives to attract and retain top talent by emphasizing talent acquisition and talent management strategies. They work closely with other key personnel such as David Kemp, Senior Designer, and Gerhardus Engelbrecht, Finance Manager, to align HR initiatives with the company’s overall goals. Additionally, Roland Sargunan, Chef de Cuisine, contributes to maintaining a supportive work culture within the culinary department. Through effective HR policies, Cunard Line aims to foster employee engagement, professional development, and overall job satisfaction.
The HR team also collaborates with Leah Caprarelli, Marketing Specialist, to ensure that employees are well-informed about the company’s marketing and promotional activities. They support Anja Tabarelli, the Director of Sales and Marketing, in talent acquisition and retention within the sales department. Moreover, the HR department, along with Guilherme Araujo, Wellness Director, focuses on employee health and well-being initiatives, promoting a holistic approach to wellness.
In summary, Cunard Line’s HR policies, led by Cunard Jackie Chase, Director of Public Relations, aim to create a positive work environment, attract and retain talent, and support employee well-being. The collaboration with key individuals, such as David Kemp, Gerhardus Engelbrecht, Roland Sargunan, Leah Caprarelli, Anja Tabarelli, and Guilherme Araujo, ensures the effective implementation of these policies throughout the organization.
Product: Cunard Line takes pride in offering a range of cruise experiences tailored to different travelers. From short voyages to transatlantic crossings, Cunard Line caters to various preferences and budgets. The ships are designed with a classic look, paying homage to the line’s 182-year-old legacy, while also providing modern luxury amenities. The key features include formal evenings, iconic vessels, onboard activities, and world-class dining options led by renowned chefs like Roland Sargunan and Mark Oldroyd. Cunard Line’s product strategy focuses on delivering elegance, sophistication, and a memorable cruising experience.
Price: Cunard Line adopts a pricing strategy that aims to provide options for every budget. With different cabin categories and cruise durations, they offer flexibility in pricing to accommodate a wide range of travelers. The pricing takes into account the luxurious amenities, onboard services, and the unique experiences Cunard Line offers. Cunard Line prices vary depending on factors such as the length of the cruise, destination, cabin type, and travel season. For example, a seven-night transatlantic cruise on Cunard Line can range from approximately $1,000 to $5,000 per person.
Place: Cunard Line operates its cruises in various destinations worldwide, with a focus on transatlantic crossings and itineraries that capture the essence of luxury travel. They have established key ports of call, including New York, Southampton, and Hamburg, which serve as departure and arrival points for their voyages. By strategically selecting destinations and offering iconic transatlantic voyages, Cunard Line creates a sense of exclusivity and allure for its customers.
Promotion: Cunard Line’s promotion strategies revolve around showcasing the unique aspects of their cruises and targeting specific customer segments. With a marketing team led by Leah Caprarelli and Anja Tabarelli, they employ various channels to communicate the elegance, sophistication, and exceptional experiences offered by Cunard Line. Their promotional activities include advertising campaigns, public relations efforts led by Jackie Chase, partnerships with travel agents, and participation in industry events. Cunard Line also utilizes digital platforms and social media to engage with potential customers and create a sense of excitement around their brand.
As a short SWOT Analysis of Cunard Line:
Strengths: Established legacy, elegant experience, iconic transatlantic crossings.
Weaknesses: Perceived formality, limited fleet size.
Opportunities: Growing luxury cruise demand, expanding global reach.
Threats: Intense competition, economic uncertainty and geopolitical factors.
Conclusion
Cunard Line is a prestigious cruise company known for its rich history and luxurious experience. While addressing the challenge of broadening its appeal, the company is implementing marketing strategies and pricing policies to attract new markets, especially in North America. With a dedicated management team and a focus on customer satisfaction, Cunard Line aims to capitalize on the demand for luxury cruises and maintain its leading position in the industry.
If you would like to invest to Cunard Line, please take note that: Carnival which Cruise company in the same coperation with Cunard Line is facing a £750 million loss due to several factors. Rising costs, including fuel prices, have impacted the company’s financial performance. Highlighting the difficult financial position the company is currently facing.That will be effect to Cunard Line.
On the other hand Cunard Line have a cargo fleet within 21 ships in service and also 20 new ships on order for the cargo fleet.
Kubilay Tokbay
References
1) https://en.wikipedia.org/wiki/Cunard_Line
2) https://travel.usnews.com/cruises/cunard-line-292/on-board/
3) https://www.cleancruising.com.au/cruiseline/cunard-cruises
4) https://www.cunard.com/en-gb
5) https://www.cunardcareers.co.uk/careers/onboard-hr-manager/#HR-Manager
6) https://www.linkedin.com/company/cunard-line/
7) https://rocketreach.co/cunard-line-management_b5c6643af42e0c92
8) https://growjo.com/company/Cunard_Line
9) https://www.britannica.com/topic/Cunard-Line
10) https://www.travelweekly.com/Cruise-Travel/Insights/Cunard-Line-is-reaching-out-to-Americans
