What have been the highlights for Cunard since winning the award?
Celebrating Cunard’s 185th anniversary has been a standout moment. We marked it with a series of events, exhibitions, and moments of reflection that brought our heritage to life in a very personal way. Guests shared stories that were touching and often quite moving. It reminded us just how strong the emotional connection is between Cunard and the people who sail with us.
We were also honoured to welcome Her Royal Highness The Princess Royal on board our new ship, Queen Anne, for her first royal visit. It was a fitting tribute to our place in British maritime history. At the same time, we have been growing our international presence, particularly in North America. Queen Elizabeth’s arrival in Seattle was met with an incredibly warm welcome, showing just how much love there is for Cunard around the world.
What has been your proudest achievement at Cunard in the past year?
I am especially proud of the launch of our new brand identity and tone of voice. Cunard has always had a special place in the world, and we know that our guests feel that sense of magic as they step on board. Over the past year, we have worked hard to bring that feeling to life more clearly — through how we look, how we sound, and how we speak to our guests. It all came together in our new campaign, 'Why cruise when you can Cunard?' It is a simple idea that says a lot, because we do not see ourselves as just another cruise line. Cunard offers something more thoughtful, more refined, and genuinely unique.
It also means a lot to be leading the brand at such an important time. With 185 years of history behind us, there is real pride in everything Cunard stands for. But we are also thinking about what comes next. We want to make sure the brand has a future legacy too, one that feels just as meaningful and lasting as its past.
What advice would you give to brands entering the British Luxury Brand of the Year award?
Keep it honest and clear. Think carefully about what makes your brand truly distinctive, and stay true to that. British luxury is not about being flashy; it is about quality, depth, and care. So focus on the things that really matter: your purpose, your values, and the experience you create for your customers. And do not be afraid to show the human side of your brand. At its best, British luxury creates a sense of connection — something that stays with people long after the moment has passed.
Can you share an exciting development or partnership for Cunard in the year ahead?
One of the most exciting developments is the continued growth of our presence in North America. This October, Queen Elizabeth will sail from Miami for the first time, and it is incredible to see how Cunard, as a luxury British brand, can create such a special place on the global stage. Around the world, we are seeing a growing appetite for a more refined, considered kind of travel, and Cunard voyages really resonate with both loyal guests and those discovering us for the first time.
We are also building new partnerships that reflect our love of culture and craftsmanship. From exclusive collaborations with leading vineyards to partnerships with British luxury brands and recognisable Michelin-starred chefs (including Michel Roux), Savile Row tailors like Kathryn Sargent, design houses, and creative voices in film, fashion, and literature, we are creating experiences that feel thoughtful and luxurious in a uniquely Cunard way. These are partnerships that evolve the brand while staying true to our proud British heritage.
