Cunard hopes to attract new passengers with fresh luxury experiences

Themed cruises are on the rise, providing holidays afloat dedicated to special interests ranging from gardening to 1980s music. These itineraries add an extra layer of entertainment and interest to ship life with a concentration of singularly focused events, performances, excursions and even meals that aficionados of the onboard concept might not normally access.

The venerable line Cunard has long hosted “event cruises” – its version of themed itineraries – in the northern hemisphere, with its Transatlantic Fashion Week and Literature Voyage being among its most popular.

It was only last year that Cunard introduced the idea into Australian waters with the inaugural Great Australian Culinary Voyage and the first-ever Gardening Voyage, but they’ve already proven successful, according to Cunard’s Katrina McAlpine.

Now sports fans are being lured to the luxury cruise experience. Voyage of the Sporting Greats onboard Cunard’s Queen Elizabeth and sailing Sydney round trip via Hobart, Port Arthur and Melbourne will be joined by cricket great Brett Lee, ex-Sydney Swans AFL player and Australian of the Year 2014 Adam Goodes, golfer Karrie Webb, and Sunrise sports presenter Mark Beretta as well as Amanda McLaren, daughter of New Zealand formula 1 race car driver Bruce McLaren.

“The Voyage of Sporting Greats offers sports fans a once in a lifetime chance to meet and engage with some of our country’s most famous sporting icons in one place,” says McAlpine.

The program will include talks, sporting activities and sport-themed shore excursions in Sydney, Melbourne, and Hobart.

Themed cruises often attract first-time cruisers. McAlpine says for Cunard, they do that and more.

“Last year’s event voyages have shown that they bring guests on board that have never sailed with Cunard before,” she says. “They attract our core demographic but also a younger audience that is interested in the theme and might not have considered Cunard.”