Exclusive: Queen Anne fam trips sparks 23% growth in trade sales
Cunard has revealed to Cruise Trade News that a fam trip onboard Queen Anne generated a 23 per cent increase in sales among the attending agents, while a ship visit in June saw a subsequent jump in bookings of 60 per cent
The seven-night cruise, which sailed to the Norwegian Fjords onboard Queen Anne, was the latest trade activation from Cunard to result in significant spike in bookings, with two travel agents securing a Cunard booking worth £40,000 after taking part in a trade event onboard Queen Mary 2 earlier this summer.
Cunard can also reveal that a ship visit of Queen Anne in June led to a 60 per cent increase in Cunard bookings for those in attendance, alongside a 52 per cent uplift in sales.
Meanwhile, an exclusive shore-based cookery class with Michelin-starred chef Nathan Outlaw resulted in a 217 per cent rise in Cunard bookings for agents who attended the class.
“It makes it so much easier to sell”
The growth in booking figures once again demonstrates the power of inviting agents to experience the cruise product first hand.
According to Barbara Hopley, specialist cruise consultant at Cruise.co.uk, the results demonstrate the power of experiencing the product firsthand.
She said: “I had never sailed with Cunard before, so it was great to see the ship and experience the brand’s iconic White Star Service for the first time. It is much easier to sell once you’ve been on board and lived it for yourself and the whole experience was just fantastic.
Hopley has made ten Cunard bookings since her fam trip experience, including four Queen Anne sailings worth almost £60,000 combined.
“Clients love it when I say ‘oh, I have been on that ship’ as it adds that sense of credibility and helps to secure the booking as I can share firsthand knowledge.
“To taste the food in a speciality venue, see the shows, meet the incredibly friendly crew, indulge in the spa, and experience a shore excursion – all of this makes it so much easier to sell to our customers.”
“Uplift in bookings a testament to these events”
Iain Baillie, associate vice president of UK & EMEA Sales at Cunard, added: “Our fam trips and ship visits are designed to give agents a genuine taste of what sets Cunard apart and these Queen Anne experiences have proven to be powerful sales drivers.
“When our valued travel agent partners see and feel the Cunard experience firsthand, we know that they are able to sell with greater confidence and conviction.
“The uplift in both bookings and revenue is a testament to the strength of these events, and we remain committed to investing in opportunities that support our trade partners and fuel shared growth.”
Cunard has two remaining agent fam trips in 2025, starting with a four-night Grills-focused sailing to Rotterdam and Zeebrugge on board Queen Mary 2 on 10 September. The second, a four-night short break to Amsterdam on Queen Victoria, will take place from 6-10 November.
The line will also host a series of ship visits through autumn and winter, two of which will be on board Queen Victoria in Southampton. The first will be a wellness-focused experience for 60 agents on 24 October, with the latter a Grills-focused visit for an additional 60 agents on 4 December.
