Ambassador Cruise Line and CFC Join Forces: Introducing the Ambassador Group

The British company Ambassador Cruise Line and the French firm Compagnie Francaise de Croisieres (CFC) have announced a merger that will create a new entity known as the Ambassador Group. This coalition is set to emerge as a prominent player in the European cruise market, specifically targeting premium, budget-friendly experiences aimed at the "no-fly silver market."

The Ambassador Group will operate a fleet of three mid-sized, older vessels: Ambassador’s Ambience (built in 1991, capacity 1,400 guests), Ambition (built in 1999, capacity 1,200 guests), and CFC’s Renaissance (built in 1993, capacity 1,200 guests). MS Renaissance recently underwent a multimillion-dollar refurbishment and is also scheduled for another drydocking in January for further enhancements.

While the merger will allow for operational efficiencies, the two brands will continue to maintain their unique identities. The Ambience and Ambition will retain their focus on traditional British cruising experiences, whereas the Renaissance will emphasize an authentic French cruising product. CFC CEO Maélysse Pierrot-Guibourt expressed that this merger successfully combines CFC’s high-end French offerings with Ambassador’s goals for expanding market reach and destinations, paving the way for significant growth opportunities in the cruise sector.

The timing of this merger aligns with predictions that the European cruise market could see annual growth of 12% over the next five years. The Ambassador Group plans to maximize operational efficiencies and explore new employment opportunities both onboard and onshore.

One of the primary initiatives following the merger includes the introduction of a fly-cruise program in partnership with European travel operator Corendon. Expected to launch in the winter of 2025-2026, these itineraries will cater to travelers from the UK, France, and the Netherlands, using homeports in destinations like Barbados, Martinique, and Curacao.

Christian Verhounig, CEO of Ambassador Cruise Line, stated that the collaboration represents a progressive step in the cruise industry, uniting strengths to enhance high-quality offerings while honoring sustainable practices. The new Ambassador Group will predominantly be owned by Njord Partners, existing shareholders of Ambassador, with a minority interest held by Cheyne Capital. The merger’s completion is anticipated by January 2025.

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