Luxury cruise agency White Star Cruises has changed its name to avoid possible confusion with operator Cunard’s own white star on board service.

Announcing a name change to The Luxury Cruise Company, the retailer also said research had found that “many people think that we are a cruise line, rather than a specialist luxury cruise retailer”.

A statement said: “We have chosen The Luxury Cruise Company as we believe that this sums up what we do and how we do it.

“Everything else remains the same: we will continue to offer a great service, in-depth knowledge and the added-value that our clients really appreciate.”

The WEXAS travel club cruise division specialises in matching premium sailings with flights, transfers, private tours, and pre- and post-cruise hotels.