The British brand Ambassador Cruise Line is merging with French cruise company Compagnie Française de Croisières (CFC) to create the Ambassador Group. This newly formed company aims to become a leading European premium affordable cruise line catering to the "no-fly silver market."
The combined fleet will include three mid-sized vessels: Ambassador’s 1,400-guest Ambience, 1,200-passenger Ambition, and CFC’s 1,200-guest Renaissance. The Renaissance, recently refurbished with a multimillion-euro investment, will also undergo a dry dock this January to equip it with state-of-the-art environmental technologies meeting International Maritime Organization Tier III standards, aligning with Ambassador’s eco-conscious approach.
Under the merger, Ambience and Ambition will continue to offer traditional British cruise experiences, while Renaissance will provide guests with an authentic French cruising experience.
“This merger is a win for both brands,” said CFC CEO Maëlysse Pierrot-Guibourt. “CFC’s premium French cruise experiences, combined with Ambassador’s ambition to grow markets and destinations, create a powerful synergy within the cruise industry.”
The merger positions Ambassador Group to capitalize on the European cruise sector’s projected 12% annual growth over the next five years. Additionally, operational efficiencies in sourcing and fleet management are expected, alongside new growth opportunities for both onboard and shoreside staff.
One of the first initiatives post-merger is the introduction of a fly-cruise program in partnership with European travel operator Corendon. Starting in winter 2025-2026, itineraries will target travelers from the UK, France, and the Netherlands, departing from homeports in Barbados, Martinique, and Curaçao.
“By uniting our strengths, we’re creating a brand that delivers exceptional experiences while championing sustainability,” said Ambassador Cruise Line CEO Christian Verhounig. “This partnership marks a bold step forward for the cruise industry.”
The Ambassador Group will be majority-owned by Ambassador’s existing shareholders, Njord Partners, with Cheyne Capital holding a minority stake. The transaction is expected to close by January 2025.
