Cunard, White Star Service

Our iconic brand is successful because of the passion and expertise of our people who serve our thousands of Guests from all over the world, every day.

White Star Service is the name of our service programme that looks to consistently deliver the highest standards of personal service. It’s a programme that covers everything from recruiting the right talent to training the skills required and providing the ongoing development and recognition to our people.

Brand Values

Our values are our foundation and define the behaviours and actions that we want to see in everything that we do.

We are Refined

We serve with style and attention to detail

• We present ourselves immaculately

• We care for & respect our surroundings

• We use good manners & positive body language

We are Thoughtful

We think and deliver with care and imagination

• We are present in the moment & ready to assist

• We are resourceful & offer solutions

• We care for our Guests, our environment & each other

We are Charismatic

We speak and act with charm and confidence

• We are warm, welcoming & sincere

• We engage using our personality & passion

• We trust & use our knowledge to create personal moments

We are Proud

We represent Cunard with passion and pride

• We are knowledgeable about our ships, services, history & future

• We challenge ourselves to consistently uphold our standards

• We are committed to developing ourselves and supporting others

White Star Service Pin

A White Star Service pin on our uniform serves as a public declaration of commitment to our Guests and to ourselves, through our brand values. Only team members who successfully complete the White Star Service training modules will get to wear a White Star Service Pin with pride!

Star of the Month Awards

Our Star of the Month Awards recognise and celebrate colleagues for delivering outstanding White Star Service to our guests and each other, as well as demonstrating great teamwork through our Core Values. Everyone can nominate each other and there are great prizes to be won.

Our Core Values

Our Core Values are the non‑negotiable ways of working that are central to who we are and how we show up. They are the cultural anchors that unite us, guide how we work together, help us solve problems and make great decisions, foster strong relationships and succeed.