The British company Ambassador Cruise Line and the French company Compagnie Francaise de Croisieres (CFC) announced a merger, establishing the Ambassador Group.
The newly formed entity/shipowner aims to position itself as a leading European cruise line, focusing on premium, affordable experiences tailored to the "no-fly silver market."
Ambassador Group's fleet consists of 3 older, mid-sized vessels: Ambassador’s Ambience (1991-built, 1400 pax), and Ambition (1999-built, 1200 px) and CFC’s Renaissance (1993-built, 1200 pax).
MS Renaissance recently underwent a multimillion refurbishment and will be drydocked again in January for additional upgrades.
The merger maintains the distinct identities of the brands, with Ambience and Ambition continuing to provide traditional British cruising experiences, while Renaissance will deliver an authentic French cruise product. CFC CEO MaŠµlysse Pierrot-Guibourt remarked that this merger combines CFC’s premium French offerings with Ambassador’s vision for market and destination expansion, creating significant opportunities within the cruise industry.
The formation of the Ambassador Group comes as the European cruise market is expected to experience annual growth of 12% over the next 5 years. The merger aims to leverage operational efficiencies, including streamlined sourcing and fleet management, while opening up new prospects for staff both onboard and onshore.
As part of its initial initiatives, the Ambassador Group plans to introduce a fly-cruise program in collaboration with European travel operator Corendon. Launching in the winter of 2025-2026, these itineraries will target travelers from the UK, France, and the Netherlands, departing from homeports such as Barbados, Martinique, and Curacao.
Christian Verhounig, CEO of Ambassador Cruise Line, noted that the partnership represents a forward-thinking move for the cruise industry, combining strengths to deliver high-quality experiences while prioritizing sustainability.
Ownership of the Ambassador Group will primarily rest with Njord Partners, Ambassador’s current shareholders, with a minority stake held by Cheyne Capital. The merger is expected to be finalized by January 2025.