Why Australian cruisers love Cunard

Teresa Ooi

Australia’s extraordinary affair with up-market British brand Cunard means we have overtaken Germany to become the line’s third largest market after the UK and US.

Cunard’s marketing director Angus Struthers revealed: “Australians have a continuing love for the Cunard brand. The line has already seen a 40 per cent surge in the number of Australian passengers signing up for its world voyages and the Mediterranean fly-cruise itineraries.

“If we exceed last year’s growth, we would be very happy,’’ he said shortly after Queen Victoria arrived in Sydney this morning to mark the start of the line’s 175th anniversary celebrations.

Tomorrow, Queen Mary 2 arrives in Sydney and will be berthed at the Overseas Cruise Terminal in Circular Quay while QV will move to be anchored at the Athol off Taronga Zoo.

This is the first time that the two Queens have a rendezvous in Sydney, which will be celebrated with a fireworks display at 9 pm tomorrow evening.

When the three Queens – Queen Victoria, Queen Mary2 and Queen Elizabeth meet for the first time in Liverpool in May for the formal anniversary celebrations, 800 Australians will be among the 2600 passengers on board QM2 who will experience the Trans-Atlantic crossing from Liverpool to New York – a re-enactment of the first crossing 175 years ago.

“Australians have a long association with Cunard. The brand resonates with Australian passengers as the line’s more formal and traditional style have an enduring appeal.’’

So who are the Australian Cunarders?

“Their average age is late 50’s to early 60’s. They like the sense of occasion, enjoy formal nights on the ship and love dressing up.

“Its because they never get the chance to dress up for formal nights and never get the chance to get their glad rags out.,’’ he said.

Cunard also has a strong following in Japan with Japanese Cunarders now the sixth largest market.

“Cunard is British at heart for an international audience – that is its enduring feature.’’