How Cunard Is Trying to Keep Old-World Cruising Relevant

The buzz around the cruise industry in recent years has centered on unexpected features like robot bartenders, onboard breweries and simulated skydiving — or hot destinations such as China and Cuba. But for Cunard, a 176-year-old cruise line famous for its timeless transatlantic crossings, what's new is also a nod to history. Executives use terms like "heritage," "legacy" and "tradition" when they talk about the three-ship line, even though the current vessels launched between 2004 and 2010. Formal nights and dress codes are common, historic photos adorn the walls, and shuffleboard awaits on the deck. But the operator isn't looking to drift into musty-old-history territory. While robots mixing drinks might draw headlines, Cunard believes there's room for a few icons — albeit with modern sensibilities. "So many things that we are doing have a clear foot in paying tribute to our history but also are extraordinarily current in what you would expect in hospital