What is White Star Service?
Cunard is synonymous with elegance, luxury and its renowned White Star Service which sets the standard by which all others are judged. Cunard’s commitment to ensuring each guest is pampered begins at the White Star Academy where each crew member is trained to provide impeccable service.
The guest’s experience of Cunard’s White Star programme begins with the classic white gloved embarkation greeting and once on board, all crew will ensure no detail is overlooked. From the exquisite White Gloved Afternoon Tea Service in the Queens Room to a personalised concierge service, every moment on board is extraordinary and every guest is a valued member of the Cunard family.
The White Star programme is designed to help all crew members provide legendary, elegant and memorable service to our guests:-
Legendary Service
- Aboard The Most Famous Ocean Liners in the World
- From a brand with over 170 years of trusted maritime history
Elegant Service
- In Cunard's renowned restaurants
- Savouring Cunard’s renowned White Gloved Afternoon Tea Service
- With Cunard’s White Star DHL Luggage Service
Memorable Service
- An unforgettable first impression with Cunard’s White Gloved Embarkation
- Experiencing unique Cultural Enrichment programmes
- Hosted by gracious Officers and Crew
- Aboard authentic Transatlantic Liners
Where does the name White Star come from?
The White Star reference within Cunard’s White Star Service programme originates from Cunard’s historical connection with the White Star Line.
In 1868, decades prior to the formation of the Cunard White Star company, Thomas Ismay purchased The White Star Line name and flag. At this time, the White Star Line was in fact a great rival to Cunard on the Transatlantic route. In the early 1900’s, White Star began a major expansion programme with the introduction of famous names such as Olympic, Titanic and Britannia – ships renowned for their size, speed and palatial interiors.
Unfortunately, the White Star Line was unable to recover commercially from the loss of Titanic. At a similar time, Cunard’s revenues declined in the aftermath of the Wall Street Crash which resulted in the shipping line accepting a loan from the British Government. In return for the loan, Cunard agreed to complete the construction of Queen Mary, a new sister ship and to take over the running of the White Star Transatlantic Fleet. Cunard became the major shareholder of the newly branded Cunard White Star and later bought out the minority shareholders and began the process of reverting to the Cunard name. This process was completed in 1951.
From the conception of The Cunard White Star line, the house flags of both lines had been flown on all its ships, with each ship flying the flag of its original owner above the other. After 1951, only Georgic and Britannic, the last surviving White Star liners, continued to fly the White Star burgee on a regular basis, and even they flew the Cunard flag over the White Star flag until 1968. Today Cunard’s White Star Service is a lasting reminder of its historical connection to White Star Line.