Cunard has always been the luxury cruise brand, but with the world of luxury evolving, they needed to update their offer to maintain their position and to appeal to the new generation of luxury travellers.

We looked outside the confines of cruising to understand the wider world of luxury, and in doing so gave Cunard the confidence to be brave enough to pave the way, to truly own their position as the benchmark, not a follower.

By immersing ourselves in the world of the luxury consumer, from wealth management to luxury car purchasing, we were able to define what luxury now means and how this will evolve in the future. This provided both the spark of inspiration to identify the implications for Cunard.

We identified and refined the key moments in their customer experience essential for securing Cunard’s position as the benchmark in luxury travel.