When it comes to luxury cruise lines these days, wellness really does takes centre stage. Little wonder with wellness rising in importance and status. According to the Bain & Company Global Annual Luxury Report, one of the most authoritative annual analyses of the global luxury market, wellness has become the ultimate marker of wealth and success: a reflection of self-care, balance, and longevity rather than material display.
No longer is living a long life necessarily the goal, but rather extending the longevity of living the highest quality, most enriched life. Particularly post the Covid-19 pandemic, there has been a sharp rise in demand for wellness travel, longevity treatments, detox retreats, and “transformational journeys,” amongst those who are fortunate enough to be able to access such experiences. “Luxury” now means having the time, space, and knowledge to invest in your own wellbeing, with many consumers now defining luxury through experiences that promote mental clarity, physical vitality, and emotional peace.
While cruising might once have been associated with indulgent buffets and deck-chair leisure, luxury cruises today are embracing voyages that revitalise body, mind and soul.
Photo: Supplied/Cunard Wellness
The number of passengers choosing luxury cruises exceeded 1 million for the first time in 2023, with projections that by 2028, the luxury cruise segment will carry around 1.5 million passengers, approximately 4% of the total cruise market globally. According to the Global Wellness Institute, the global wellness tourism sector itself is expected to double in value to nearly US $1.4 trillion by 2027, reflecting a growing desire for experiences that focus more on relaxation and rejuvenation.
Enter Cunard, and more specifically for the South African market, Queen Anne and Queen Mary 2, both of which will be docking in South Africa within the first few months of next year, giving South Africans
a chance to experience the pinnacle of wellness cruising.
Every Cunard voyage is anchored in five holistic pillars of wellbeing, each designed to leave guests refreshed, centred and inspired long after disembarking.
These include sleep and creativity, with serene staterooms, elegant design and the natural rhythm of the ocean encourage restorative sleep, while art exhibitions, live music and creative workshops engage the senses.
A focus on nutrition and immunity sees these cruises offering fresh, nutrient-rich dishes, juices and plant-forward menus to energise and restore. Of course, cruises also offer the ideal setting for movement and vitality, with sunrise yoga on deck, brisk promenade walks, taking advantage of the fully equipped fitness centres or even dancing the night away.
Quiet corners on the ship, whether it be the bay window in the spa or a hidden alcove in the library, invite mindfulness and serenity. Guided relaxation sessions, ocean-view pools, and sound-bath experiences are also on offer to foster presence and calm.
Enrichment programmes and Insight Talks bring together inspiring and thought-provoking speakers who share stories of purpose, self-discovery, and resilience, under the final pillar: Purpose and solidarity. Some of the speakers have included investigative journalist and TV personality Ross Kemp, sports presenter Clare Balding, historian Dan Snow MBE, MasterChef judge Gregg Wallace, actor Hugh Bonneville and former heavyweight boxing champion Frank Bruno MBE.
“Luxury cruise experiences, particularly on Cunard, are much more about restoration than excess,” says Bob Dixon, Cunard Sales Director for Europe, the Middle East, and Africa. “Cruising is good for the soul and it’s not just about the body. It’s about giving yourself the space to breathe, to reconnect with what truly matters, and to find balance away from our busy everyday lives”.
In 2026, Queen Anne will be arriving in Cape Town on 30 January 2026, before docking at Port Elizabeth on February 2 and Durban on 4 February before continuing on her world‑voyage route. Cunard’s signature liner, Queen Mary 2, which is also the only ocean liner in service today, will be docking in Cape Town on 12 April 2026, and then heading to Walvis Bay, Dakar, Tenerife and Cadiz in Spain, before ultimately arriving in Southampton.
“Many more of today’s travelers are looking for more than just a beautiful destination. Wellness at sea offers a holistic and rejuvenating experience, designed to leave guests refreshed, centred, and inspired. It’s an opportunity to focus on wellbeing, balance, and personal connection, all while recharging and discovering more of what the world has to offer, ”says Shaun McCarthy, Managing Director at Whitestar Cruise & Travel, Cunard’s South African representative.