Former CMV Directors start new cruise line with ex-P&O small ship

Ambassador Cruise Line first ship, Ambience.

Ambassador Cruise Line, a new UK-based cruise operator, run by the senior management team previously with Cruise & Maritime Voyages, has launched.

As cruise lines prepare for their first sailings in UK waters this month, the spotlight is on the newly announced UK-based cruise operator, Ambassador Cruise Line. Ambassador’s first ship, the Ambience, will offer no-fly itineraries from Tilbury in 2022. The cruise line will be the first new British cruise line since 2010.

Ambassador Cruise Line will be run by the senior management team who were previously with Cruise & Maritime Voyages (CMV); CEO Christian Verhounig, supported by CCO Christopher Coates, CIO Gary Hides and CFO Simon Weeks.

The line promises to fill a hole in the British market left by CMV, offering a premium-value, authentic cruise experience aimed at the over 50s market.

The company is fully equity-financed (no financial debt), through funds managed by Njord Partners LLP, London. Gordon Wilson, the Chair of the Board of Directors, has over 30 years of experience in the global travel industry. He is a member of the Supervisory Board of BCD Holdings which owns the global corporate travel management company, BCD Travel.

“It is just what the industry needs right now to reboot the British cruise market and inject confidence into the sector. Ambassador Cruise Line offers the best of British cruising – we’re a new company offering a distinctive product but maintaining traditional cruising values which we know are important to our guests … This is just the beginning.” – Gordon Wilson, Chair of the Board of Directors.

Pacific Dawn, P&O Cruises

Ambassador Cruise Line will offer guests no-fly voyages from Tilbury, onboard the 1,400-passenger ship Ambience, from spring 2022.

The 1991-built Ambience, originally Regal Princess (1991-2007) and then Pacific Dawn (2007-2020), will hold 1,400 guests in 798 cabins.

Refurbishments and upgrades are underway with sustainability central to the decision making. Ambience will be an innovator in its class for reducing environmental impact; the vessel will be upgraded with emission reduction technologies, eco-conscious products and no single-use plastics.

The maiden season for Ambience will commence on 6th April 2022, with an inaugural short break cruise to Hamburg.

After completing its inaugural season, the line plans to expand sailings from spring 2023, with additional regional ports including Liverpool and Newcastle. Itineraries will include Norwegian Fjords, the Grand British Isles, the Baltics, Iceland and Greenland. Further afield destinations will be available on selected longer voyages in the Winter season, including Canary Islands, Cuba, Caribbean, Cape Verde and Scandinavia.

The Ambassador Cruise Line brochure will be available soon with more details on individual cruise itineraries – sailings will be going on sale to the public next month.

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