Luxury cruise line Cunard has just announced an ambitious program of 110 new itineraries for the period October 2027 – April 2028, covering 97 destinations in 47 countries. This announcement isn't just for travelers: for tourism professionals, this expansion represents both a risk of market fragmentation and a premium opportunity. Here are the key points to remember.
Summary
Why this announcement from Cunard is a game changer
According to Cunard's press release, the new program includes 52 UNESCO World Heritage sites, 22 overnight stays in port , and 23 late departures —all elements that illustrate the brand's move upmarket. For partner hotels, travel agencies, excursion providers, and transport operators, this announcement necessitates a rapid rethinking of how cruises are integrated: more premium itineraries, high-value content, and new destinations to highlight.
Highlights not to be missed
- Two exceptional world tours : the Queen Anne will undertake a 111-night circumnavigation westward, and the Queen Elizabeth will set off for 113 nights eastward, both in January 2028.
- The Queen Anne's first six stops include Lautoka (Fiji) and Hạ Long Bay (Vietnam), new destinations for Cunard.
- The Queen Mary 2 will offer a 14-night Mediterranean crossing (March 31 – April 14, 2028) and a 4-night short cruise from Southampton (April 28, 2028).
How tourism professionals can take action now
- Identify new Cunard routes and assess their integration into your offering or partner network.
- Adapt your sales pitch: stop talking about a simple cruise, and start talking about an exceptional cruise by Cunard.
- Capitalizing on novelty: "Cunard unveils 110 new voyages" is a strong call to action, provided that it is associated with a useful angle (exclusivity, prestige, innovation).
- Anticipating logistics: multiple stopovers, local coordination and selection of pre/post-cruise accommodations.
- Take advantage of the pre-sale window: 10% discount for any booking before December 17, 2025, an immediate incentive for your customers.
Scenarios for your business
| Scenario | Assumption | Recommended action |
|---|---|---|
| Immediate action | Rapid integration of one or more Cunard routes | Highlighting "the new Cunard program", creating a differentiating product for 2027–2028. |
| Measured observation | Waiting for the first market trends | Prepare for a test launch in 2028 and measure demand. |
| Passivity | Advertisement not integrated | Risk of missing the novelty effect and being overtaken by the competition. |
Frequently Asked Questions
Why mention "Cunard" in our communication?
Because Cunard embodies classic luxury at sea: evoking it reinforces your high-end image and lends credibility to your offers.
Should we revise our cruise catalogue?
Yes, at a minimum to identify products compatible with the Cunard program or to anticipate competitive coexistence in this premium segment.
Are these 110 routes truly new?
Yes. Cunard specifies that the entire program, covering October 2027 to April 2028, consists of new crossings.
How can we highlight this advantage to our clients?
By highlighting rarity: unique stopovers, exceptional world tours, immersive onboard experiences.
What are the risks?
Complex logistics, dependence on reliable international partners and a premium price positioning that needs to be clearly defended.
Example of integration for a professional actor
A high-end travel agency can create a Cunard 2028 package : selecting a cruise from the new program, adding a pre-embarkation night in a 5-star hotel, and offering VIP service on board. By promoting "the itineraries to be unveiled on November 4, 2025," the agency capitalizes on current events and reinforces its premium image.
Key takeaways
- Include the keyword Cunard in your current communications.
- Identify the relevant routes for your premium customers.
- Prepare an "early offers" campaign before December 17, 2025.
- Train your teams in the codes of maritime luxury.
- Check the supply chain and stopover partnerships.
- Monitor the program's impact and adjust your offerings from 2026 onwards.
👉 To learn more: consult our interactive report https://infostourisme.com/tendances2026
Updates
Program announced by Cunard on November 4, 2025. Sales open: November 11, 2025 for Cunard World Club members, then November 12 for the general public.
Sources
https://www.cunard.com/en-us/cunard-stories/new-voyages-winter-2028
https://www.travelweekly.co.uk/news/cunard-releases-winter-2027-28-itineraries
🧔 After turning the entire site pink for Breast Cancer Awareness Month, we're following up with another major initiative: the entire InfosTourisme website is going Movember!
https://infostourisme.com/a-la-une/movember-quand-le-tourisme-saffiche-et-fait-oeuvre-de-prevention/2025/
➡️ Discover our AI tool “Bullshit Alert” to stay informed and avoid being ripped off:
https://infostourisme.com/alertebullshit
