First new British cruise line since 2010 launched
In the most significant signal yet of the return of the UK travel economy, it has been announced that the first new British cruise line since 2010 has been launched, with sales commencing in June and its inaugural cruises commencing operation in Spring 2022.
Ambassador Cruise Line will offer a premium-value, authentic and friendly cruise experience, sailing for the British market from its home port of London Tilbury. Ambassador will offer no-fly itineraries that are adult-focussed and primarily aimed at the 50-plus market. Ambassador’s first ship, Ambience, is designed to carry up to 1,400 guests in 798 cabins with plenty of deck space on which to promenade, take in the ocean view or enjoy a sunset cocktail. She offers a choice of five different restaurants offering a selection of locally inspired dishes, including speciality dining options, and two cafes, plus nine lounges, two swimming pools, and a spa. Fitness and leisure facilities are complemented by enticing enrichment and lifestyle programmes.
The maiden season for Ambience commences on 6th April 2022 with an inaugural short-break cruise to Hamburg, before embarking on a mixed itinerary programme with sailings to the Norwegian Fjords and the British Isles planned throughout spring. The full year programme, operating through May 2023, will consist of 33 sailings visiting a total of 88 different ports, featuring the Baltics and St Petersburg, Greenland, the Arctic, and Iceland, whilst for the winter months a range of expedition style voyages will sail to the Canaries, Cuba, the Caribbean, Cape Verde and Scandinavia.
Through funds managed by Njord Partners LLP, London the company is fully equity-financed (no financial debt). The Chair of the Board of Directors is Gordon Wilson who has over 30 years’ experience in the global travel industry including as the President and CEO of Travelport until July 2019.
Gordon Wilson remarks: "We are hugely excited to launch the first British cruise line in over a decade. 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. We have ambitious growth plans, and the travel industry is a crucial partner in this. We’re looking forward to working collaboratively with agents, partners and the shipping community. Investment on this scale, and the launch of such a significant business as we emerge from the pandemic will make a significant contribution to the local economy and travel industry, particularly as we look to fill at least 100 jobs from the UK."
Ambassador’s proposition is to bring back the joy of cruising in ships which look and feel like cruise ships and which take environmental responsibility seriously. As such, prior to its first voyage, Ambience will be upgraded with emission reduction technologies to be IMO Tier III compliant priorto the start of the cruising season.
In addition, Ambience will be equipped and outfitted with the latest ballast and sewage water treatment systems enabling her to sail in all seas, including those strictly environmentally protected. Guests will notice that single-use plastic onboard has been eliminated, and technology has been used as an innovative alternative to printing menus, shoreplans and activity schedules. The huge investment in this area means Ambience will be an innovator in its class and fully Tier III compliant.
Treating our guests right is not just about the booking and onboard experience. In accordance with The Package Travel and Linked Travel Arrangements Regulations 2018, we have insurance coverin place to financially protect all guests booking with Ambassador Cruise Line. In addition, we will operate a fully compliant independent Trust Account where guests’ funds are deposited and only released when the cruise departs. Our offer also includes a booking guarantee in the event we are forced to cancel a cruise.
Cruise lines are already one of the most extensively regulated sectors of the tourism industry for health and safety. Ambassador will also operate a policy where by all guests and crew will need to be vaccinated prior to setting sail to provide that additional peace of mind.
Indicative prices for a seven-night European cruise departing from London Tilbury are £850 perpersonon a full-board basis. Detailed prices for individual cruise itineraries will be available in June2021 including some introductory offers. A 68-page brochure will also be launched.
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