By
Rebecca Gibson |
British brand Ambassador Cruise Line is to merge with French cruise operator Compagnie Française de Croisières (CFC) and form the Ambassador Group, a “leading European premium affordable value cruise line” targeted at the “no-fly silver market”.
Ambassador Group will operate a fleet of three small to mid-sized vessels, including Ambassador’s 1,400-guest Ambience and 1,20o-passenger Ambition and CFC’s 1,200-guest Renaissance, which has recently undergone a multimillion-euro refurbishment. Renaissance will also be equipped with the latest environmental technologies during a dry dock this January to ensure it complies with International Maritime Organization Tier III standards, in line with Ambassador’s ships.
Ambience and Ambition will continue to offer a traditional British cruise product, while guests sailing on Renaissance will be able to enjoy a French cruise experience.
“CFC is a new and growing French brand, and this merger with Ambassador, a successful, ambitious British brand that wants to grow markets and destinations, is extremely positive for both businesses, maximising synergies to create a formidable force in the cruise industry,” said Maëlysse Pierrot-Guibourt, CFC’s CEO. “CFC, with its highly impressive levels of guest satisfaction and repeat business, offers authentic and unique premium French cruise experiences which will not only be retained but further enriched.”
The merger will enable Ambassador Group to capitalise on the predicted growth of the European cruise sector, which is expected to increase by 12 per cent annually over the next five years. It will also enable the business to achieve operational efficiencies in sourcing and fleet management, while facilitating growth opportunities for both shipboard and shoreside staff.
In addition, the merger will enable Ambassador Group to enter the fly-cruise market with the introduction of a joint fly-cruise Caribbean programme in winter 2025-2026 in partnership with European travel operator Corendon. Targeted at guests from the UK, France and the Netherlands, the itineraries will be offered from October 2025 and sail from homeports in Barbados, Martinique and Curaçao.
“The combination of Ambassador and CFC is a bold step towards our shared vision for the cruise industry,” said Christian Verhounig, CEO of Ambassador Cruise Line. “By uniting our strengths, we are creating an organisation that delivers exceptional experiences to our guests while upholding sustainable practices. Together, we will lead the way in offering affordable, high-quality, authentic and environmentally responsible cruises.”
Ambassador Group will be majority owned by Ambassador’s existing shareholders, Njord Partners, while Cheyne Capital will take a minority stake. The transaction is expected to be complete by the end of January 2025.
“We are very proud to announce another significant milestone in Ambassador’s journey to becoming a leader in the European affordable value silver cruise market,” said Jakob Kjellberg, co-founder of Njord Partners. “We are committed to continuing to invest in the sector, confident in its potential and our ability to become a market leader.”