Ambassador and CFC to merge forming new Ambassador GroupAmbassador and CFC to merge forming new Ambassador Group

Ambassador Cruise Line and Compagnie Française de Croisières will merge to form the Ambassador Group, in a move intended to create a leading European, affordable value cruise line, targeting the no-fly silver market. 

Doing so is expected to result in greater operational efficiencies while taking advantage of the predicted growth in the European cruise sector over the next decade. 

The transaction involving the British cruise line and French cruise operator is expected to close by the end of January. 

Ambassador Group will be majority owned by Ambassador’s existing shareholders, Njord Partners, with Cheyne Capital taking a minority stake.

Growing markets and destinations

With the European cruise market expected to grow by 12% per annum over the next five years, the Ambassador Group will work to establish new destinations while delivering authentic and sustainable cruise experiences to a wide audience.

‘This exciting merger underscores our collective confidence in the cruise industry's bright future and our commitment to delivering exceptional experiences,’ said Maëlysse Pierrot-Guibourt, CEO, Compagnie Française de Croisières. 

‘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.’ 

Pierrot-Guibourt noted that CFC’s 'authentic and unique' premium French cruise experiences ‘will not only be retained but further enriched.’ 

Christian Verhounig, CEO of Ambassador Cruise Line, added, ‘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.’

True to their respective brands

The Group will operate a fleet of three small-to-mid-sized vessels incorporating Ambassador’s Ambience and Ambition, and CFC’s recently refurbished Renaissance. 

The latter will be upgraded with the latest environmental technologies after entering dry dock this month. This includes being made IMO Tier III compliant in line with its new sister ships in accordance with Ambassador Group’s mission to ensure high environmental standards and commitment to sustainable travel.

Both the Ambassador and CFC vessels will continue to offer a traditionally British or French product to their respective markets, with each brand retaining its national identity. 

In addition, the combined businesses will achieve operational efficiencies through synergies including fleet management and sourcing, while fostering growth opportunities for both shipboard and shoreside staff. 

Entering the fly-cruise market

Ambassador Group is introducing a joint fly-cruise Caribbean programme in winter 2025/26 in partnership with European travel operator, Corendon. 

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, are set to be revealed in the coming days.

‘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,’ explained Jakob Kjellberg, co-founder of Njord Partners. ‘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.’