New UK brand Ambassador Cruise Line launches

A new, UK-based cruise operator, Ambassador Cruise Line, has launched. It’s being run by a senior management team previously with Cruise & Maritime Voyages.

Ticket sales for the 798-cabin Ambience commence next month and inaugural cruises start next spring.

Ambassador Cruise Line says it will offer a premium-value cruise experience, sailing for the British market from its homeport of London Tilbury, primarily aimed at the over 50s.

Ambience, previously known as Satoshi, is designed to carry approximately 1,400 passengers and has five restaurants, including speciality dining options, as well as two cafes, nine lounges, a swimming pool, spa, day and evening entertainment, fitness and leisure facilities.

The 1991-built Ambience, originally Regal Princess, is currently located in Montenegro. The vessel will be upgraded with emission reduction technologies prior to the start of the cruising season.

The first full year programme operating until May 2023 will consist of 33 sailings visiting a total of 88 ports, featuring the Baltics and St Petersburg, Greenland, the Arctic and Iceland, whilst for the winter months a range of voyages will sail to the Canary Islands, Cuba, Caribbean, Cape Verde and Scandinavia.

“It is just what the industry needs right now to reboot the British cruise market and inject confidence into the sector. We’re a new company offering a distinctive product but maintaining traditional cruising values which we know are important to our guests,” says Gordon Wilson, director.

“We are hugely excited to launch the first British cruise line in over a decade.

“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.”