As part of the programme’s “initial wave”, four dedicated ship visits will take place between May and July in Southampton and Liverpool.
Agents will be invited to experience Queen Mary 2 on Friday 15 May, Friday 26 June and Friday 17 July, as well as Queen Anne, Cunard’s newest ship, in Liverpool on Wednesday 17 June.
All agents will receive a ship tour as well as a hosted lunch, giving them the opportunity to sample some of Cunard’s signature dining options.
The cruise line will also be in Southampton to attend the Clia Conference 2026 in June, where it will offer a visit to Queen Anne for more than 200 agents.
The company has also invested more in its 2026 fam trip programme, hosting more than 100 trade partners across three voyages from Southampton between May and November. The sailings, which comprise a mix of four, five and seven-night voyages, will see agents enjoying Cunard’s White Star Service, its various restaurants and bars, its entertainment and curated shore excursions.
The confirmed cruises include a seven-day sailing to the Norwegian Fjords on Queen Mary 2 between 15 and 22nd May; a four-day sailing on Queen Victoria to Zeebrugge and Cherbourg between 7 and 11 November, and a four-day sailing on Queen Mary 2 to Rotterdam from 25 to 29 November.
“We know that giving our partners the opportunity to truly immerse themselves in the unique Cunard experience is vital, so they can confidently bring our ships, service and sense of occasion to life for their customers,” said Iain Baillie, area vice president for UK & EMEA sales at Cunard.
“By expanding our ship visits and familiarisation programme in 2026, we’re investing in meaningful, first-hand experiences that empower our travel agent partners to tell the iconic Cunard story with authenticity and passion.
“Travel agents are truly at the heart of our success, and I look forward to welcoming our valued partners on board to experience everything that makes Cunard extraordinary.”
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Agents can register for places on the ship visits and familiarisation trips via Shine Rewards Club, Cunard’s agent loyalty programme.
For travel agents unable to attend in person, the Shine Rewards Club website provides access to a suite of tools designed to support travel agents in selling Cunard with confidence.
These include fact files, marketing tools, and a comprehensive training hub featuring how-to-guides, webinars and FAQs, alongside a points-based loyalty programme that rewards bookings and training.
