In general, Cunard attracts a well-traveled crowd of passengers mostly in their 50s and up, many of them repeaters who appreciate the line's old-timey virtues and are more the 4-o'clock-tea crowd than the hot-tub-and-umbrella-drink set. That said, the hoopla that surrounded, and still surrounds, the QM2 (and to a lesser degree the QV and QE) is attracting a much wider demographic, especially on summer Atlantic crossings when families travel together and about 50% of passengers might be from the U.S. British passengers make up the next largest percentage, and usually several hundred passengers hail from various other nations, making Cunard one of the few truly international cruise lines.
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