Ambassador Cruise Line, a Njord Partners portfolio company, and French cruise operator Compagnie Française de Croisières (CFC), are to merge to form the Ambassador Group.
This combination will mark the creation of a European premium affordable value cruise line, targeting the no-fly silver market.
The merger is expected to close by the end of this month.
With Ambassador’s success in the UK market and CFC’s strong presence in the French no-fly cruise sector, the combined operators will provide a formidable platform from which to expand the newly formed Ambassador Group’s footprint in the European market, taking advantage of the significant growth in the European cruise sector over the next decade, the companies said.
With the market expected to grow by 12% per annum over the next five years, the Group will leverage its premium offering to establish new destinations, while delivering authentic and sustainable cruise experiences to a wide audience.
The Group will operate a fleet of three small-to-mid-sized vessels, incorporating Ambassador’s ‘Ambience’ and ‘Ambition’ and CFC’s 1,200 guest-capacity ‘Renaissance’, which was fully refurbished following a recent multi-million euro investment.
Both the Ambassador and CFC vessels will continue to offer a traditionally British or French products to their respective markets, with each brand retaining its unique national identity.
With the cruise industry increasingly focused on sustainability, ‘Renaissance’ will be upgraded with the latest environmental technologies after entering drydock this month to make her IMO Tier III compliant in line with her sisterships, the standard bearers for Ambassador Group’s high environmental standards and commitment to sustainable travel.
Ambassador Group will also introduce a joint fly/cruise Caribbean programme in Winter 2025/26 in partnership with Corendon, a European travel operator.
With itineraries from October, 2025 and homeporting in Barbados, Martinique and Curaçao, sailings will combine source markets from the UK, France and the Netherlands, marking the Group’s entry into the fly/cruise market and enhancing its year-round offerings.
Further details of the Caribbean programme, including itineraries, will be provided in the coming days.
The combined businesses will achieve operational efficiencies through synergies, including fleet management and sourcing, while fostering growth opportunities for both shipboard and shoreside staff.
Ambassador Group will be majority owned by Ambassador’s existing shareholders, Njord Partners, with Cheyne Capital taking a minority stake.
Christian Verhounig, Ambassador Cruise Line CEO (pictured), 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,” he said.
Maëlysse Pierrot-Guibourt, CFC CEO, added: “This exciting merger underscores our collective confidence in the cruise industry’s bright future and our commitment to delivering exceptional experiences.
“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,” he said.
Jakob Kjellberg, co-founder of Njord Partners, commented: “We are very proud to announce another significant milestone in Ambassador’s journey to becoming a leader in the European affordable value silver cruise market.
“We are committed to continuing to invest in the sector, confident in its potential and our ability to become a market leader. This partnership underscores our belief in the strength and growth of the European cruise market,” he said.
In another move, Ambassador has has appointed Peter Green as a strategic accounts manager, effective from 6th January, 2025.
In this newly created role, Green reports to Karen Cameron, deputy head of trade, and will be responsible for strengthening relationships with key clients and driving sales.
Green’s role will also include generating new business opportunities, co-ordinating marketing activities and managing trade events to support Ambassador’s growth.
“There is a big market for our affordable quality product, and we are fully committed to supporting our valued trade partners with the knowledge and resources they need to succeed. Peter is well respected in the industry with extensive knowledge of the trade, and he will be instrumental in supporting our trade partners and driving forward our ambitious goals,” said Nicola Harper, Ambassador’s Head of Distribution.
“I am delighted to welcome Peter to Ambassador Cruise Line as Strategic Accounts Manager.
“As the UK cruise line with the most regional departures, we have lots of untapped opportunities. The role has been created with an initial focus on London Cruise Terminal to identify new agent partners and growth opportunities with existing partners before extending to Ambassador’s regional ports across the UK,” she said.
