Ambassador merges with French cruise line to create new brand

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British cruise brand Ambassador has merged with French operator Compagnie Française de Croisières (CFC) to create a “premium affordable value” cruise line aimed at the ‘silver market’ of over-55s.

The newly formed Ambassador Group will continue to offer a traditionally British or French product, with both brands operating independently in their respective markets.

The deal, expected to complete this month, means the company will have a fleet of three small-to-medium cruise ships.

Ambassador’s Ambience and Ambition vessels will be joined by CFC’s 1,200-capacity Renaissance following a period in dry dock this month to bring it up to Ambassador’s environmental standards.

A statement from the Ambassador Group said the merger would help the brands combine resources and target new markets.

As part of this, the brand said it will also introduce a joint fly-cruise Caribbean programme at the end of 2025 in partnership with European travel operator Corendon.

Itineraries will launch in October 2025, with the ships homeporting in Barbados, Martinique and Curacao.

Christian Verhounig, chief executive of Ambassador Cruise Line, said: “The combination of Ambassador and CFC is a bold step towards our shared vision for the cruise industry.

“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.”

Maëlysse Pierrot-Guibourt, chief executive of CFC, said: “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. 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.”

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