Over the years, our agent partners have done a brilliant job to position an escape at sea as a popular holiday destination, with all the experiences and enjoyment that comes with it.

We also know from speaking to our partners there is still work to do before we can convince everyone that a cruise offers just as much, if not more, than the alternatives. 

We’ve all heard the tired cliches and, unfortunately, still come up against them, albeit to a lesser extent thanks to the ongoing hard work of the trade. 

Interestingly, though, cruise spend is now convincingly above 2019 levels, and also taking a greater share of holiday spend. But if I could give one piece of advice to our network, it would be to encourage our partners to take advantage of our fam trip and ship visit programme.

When it comes to myth-busting, nothing beats experiencing our Queens up close and personal. It’s a great opportunity to hone awareness, develop insight and spend time with our crew.

Part of the reason we’re so keen to host the trade is to help bust certain myths about Cunard itself. We are, quite rightly, associated with luxury and tradition. And while these qualities remain vital, they don’t tell the whole story. 

When agents step onboard, they’re often impressed that we’re far more accessible and inclusive than a single demographic. Our ships are designed, and our crews have the expertise, to make any guest feel special, from families with children to solo travellers and couples of all ages.

Fam trip agents can look forward to an onboard silent disco this year, with the optional bonus of a morning-after bacon sandwich being delivered direct to their stateroom.

So next time you’re onboard a Cunard ship, you’ll be walking in the footsteps of Ed Sheeran, who travelled with us on Queen Mary 2 and even recorded music during his voyage; our latest celebrity speaker Bear Grylls; and 180 years of glittering history. The ideal mix to tell your customers and our future guests about.

Thomas Mahoney is Cunard’s UK director of sales.