Ambassador Cruise Line

Ambassador Cruise Line is a new cruise travel brand (established in 2020, inaugurated in 2021) and a UK-based company headquartered in Purfleet-on-Thames (Essex, England). The company exclusively targets the British source market (travelers aged 50+), aiming to fill the gap left by the popular Cruise and Maritime Voyages/CMV (2009–2020).

The company's Founder, President, and CEO is Christian Verhounig, who also owns and leads CVI Group Ltd (shipowner).

The shipowner, CVI Group Ltd, is a London-based company incorporated on August 18, 2020, with its first statement dated August 17, 2021.

Ambassador's current executive team includes Phil Gardner (Chief Commercial Officer), Matthias Seeger (Chief Financial Officer), Nick Hughes (Chief Operating Officer), Gordon Wilson (Chair of the Board of Directors), Gordon Nardini (Chief Marketing Officer), Simon Weeks (Chief Administrative Officer), Mo Parvez (Director of Finance), Michelle Lupino (Director of Destination Management), Glynn Perkin (Chief Technology Officer), Chris Coates (Ambassador-at-Large), Dave Eastwood (Director of Reservations), Bob McGowan (Director of Guest Experience), Nicola Harper (Head of Distribution), and Ian Benjafield (Head of Communications).

Ambassador’s primary homeport is Tilbury-London, and all itineraries are roundtrip. The company does not offer fly-cruise packages. In April 2022, it announced the UK homeports for the Ambition ship: Tilbury, Newcastle Port Tyne, Liverpool, Avonmouth-Bristol, Falmouth, Dundee, Scotland, and Belfast.

In January 2025, Ambassador Cruise Line merged with the French company Compagnie Française de Croisières (CFC), forming the Ambassador Group (shipowner). Following the merger, Ambassador's fleet joined CFC Renaissance.

Company history and changes

In late August 2020, CVI Group announced the acquisition of most CMV assets, including websites, intellectual property, and customer databases.

In May 2021, Ambassador was announced as the new operator of the "Crypto Cruise Ship" Satoshi (now Ambience).

In September 2021, Ambassador introduced a "premium coach service" offering nationwide access to Port Tilbury from 80 bus pickup points across England and Wales. All buses are air-conditioned and equipped with restrooms, media/TV systems, and executive seating.

On January 27, 2022, it was announced that Carnival Corporation (via Costa Crociere SpA) sold AIDAmira to Ambassador Cruise Line. The ship, renamed Ambition, began service for Ambassador in 2023.

In May 2022, Ambassador partnered with Readly AB, a Swedish digital subscription service (founded in 2012) offering access to over 6,000 newspapers and magazines in the UK and globally via a mobile app. The deal was signed by Bob McGowan (Ambassador’s Head of Guest Experience) and Ranj Begley (Readly’s UK Managing Director and Chief Content Officer).

In June 2022, Ambassador signed a fleetwide deal with Telenor Maritime to design, install, and support onboard Internet and Wi-Fi connectivity. The system integrates Ku-band VSAT antennas (12–18 GHz) with Mobile Backhaul broadband technology, enabling wireless communication between the ship and the Internet.

For summer 2022, Ambassador launched a kids-sail-free promotion aboard MS Ambience, with fares as low as GBP 1 per child. The 14-night "Hidden Nordic Treasures Multi-Generational Cruise" was a roundtrip from London-Tilbury (first departure July 23), visiting Denmark (Copenhagen, Ronne/Bornholm Island, Skagen), Estonia (Tallinn), Finland (Helsinki), and Sweden (Stockholm, Visby/Gotland). The sailings included circus-themed activities and workshops for children.

Changes in 2023

In February, a multi-year partnership was signed with London Stadium 185 Ltd, operator of the 66,000-seat London Stadium (opened in 2012 and owned by E20Stadium LLP). The agreement promotes the cruise brand across the stadium’s event calendar, including Premier League football, Major League Baseball, athletics, and concerts. The deal was signed by Gordon Nardini (Ambassador’s CMO) and Graham Gilmore (London Stadium's CEO).

In mid-October, Ambassador launched its official mobile app for iOS and Android devices, available for download via Apple’s App Store and Google Play.

Changes in 2024

In January, the "Ambassador Guarantee" was introduced for first-time cruisers booking itineraries of four nights or longer. If guests do not enjoy their first voyage, the company covers all transportation costs for their return to the homeport from the next available port of call and offers a full fare refund.

In March, Carly Bowkett was appointed Business Development Manager. Previously with Protected Travel Ship (as Store Manager), she now oversees Ambassador’s trade sales across Scotland, England, and Northern Ireland, reporting to Karen Cameron (Deputy Head of Trade & Divisional Sales Manager).

In June, the company updated its food and beverage menus fleetwide to offer more vegetarian and vegan options. Also in June, Ambassador announced its expansion into the North American market with a dedicated office in the USA (open Monday to Friday, 9 am–9 pm) and a toll-free phone line (1-800-537-1499).

In July, Ambassador introduced cruise ship tours titled "Exploring Ambition" and "Exploring Ambience." These guided tours offer a behind-the-scenes experience, including visits to the galleys, Engine Control Room, Navigation Bridge/Wheelhouse, and Theater Lounge. The tour package includes a gift bag (with branded merchandise such as a lanyard, souvenir mug, notepad, and pen), a Visitor Pass, a photo with the Captain (in the Wheelhouse), a Q&A session with the Hotel Director, plus snacks and beverages. Tours are limited to 10 guests per group and priced at GBP 89 per person.

In August, Ambassador announced a partnership with Baggex Group (based in Felixstowe, England) to manage all home-to-port luggage services. The collection and return services, bookable directly with Baggex via phone or email, are priced at GBP 50 per item, each way.

In November, Simon Weeks was promoted to Chief Revenue Officer and Bob McGowan to Chief Experience Officer. Both previously worked for CMV/Cruise & Maritime Voyages.

Changes in 2025

In January, Ambassador Group opened bookings for its first Caribbean fly-cruise program, scheduled for the 2025–2026 winter season (October through March), operated with CFC Renaissance. The itineraries are roundtrips from Barbados (Bridgetown), Martinique (Fort-de-France), and Curacao (Willemstad). The fly-cruise packages include roundtrip flights from the UK, France, and Holland, through a partnership with Corendon Airlines (founded in 2004, based in Antalya, Turkey). The 10- and 11-night Southern Caribbean voyages visit key ports such as St Kitts, St Maarten, Antigua, Guadeloupe, Martinique, Tortola (BVI), and Bonaire. Packages also include up to 7-night hotel stays, land transfers, and English- and Dutch-speaking tour guides and ship staff/crew.

Ambassador Cruise Line UK currently owns and operates two ships: Ambience (built in 1991; formerly MS Satoshi, CMV Amy Johnson, P&O Pacific Dawn, Regal Princess) and Ambition (built in 1999; formerly AIDAmira, Costa neoRiviera, Grand Mistral, MS Mistral).

Ambassador's principal homeport is Tilbury-London, and all itineraries are roundtrips.

NEW: In January 2025, Ambassador Group opened bookings for its first Caribbean fly-cruise program, scheduled for the winter 2025–2026 season (October through March), operated with CFC Renaissance. The itineraries are roundtrips from Barbados (Bridgetown), Martinique (Fort-de-France), and Curacao (Willemstad). Ambassador’s fly-cruises include roundtrip flights from the UK, France, and Holland, in partnership with Corendon Airlines (founded in 2004, based in Antalya, Turkey). These 10- and 11-night Southern Caribbean voyages visit major ports such as St Kitts, St Maarten, Antigua, Guadeloupe, Martinique, Tortola (BVI), and Bonaire. Packages also include up to 7-night hotel stays, land transfers, and English- and Dutch-speaking tour guides and onboard staff/crew.

Ambition’s itinerary program began with her Maiden Voyage from Tilbury on March 4, 2023. Her UK homeports include London-Tilbury, Newcastle Port Tyne, Liverpool, Avonmouth-Bristol (Royal Portbury Dock), Falmouth, Dundee, Scotland, and Belfast, Northern Ireland.

Ambassador's 2024–2025 itinerary program includes voyages by both Ambience and Ambition, visiting 127 ports in 34 countries across 6 continents. The itineraries cover popular destinations such as the Mediterranean, Norwegian Fjords, and the Caribbean. The program features two multigenerational cruises, themed sailings with celebrity guests (experts, lecturers, entertainers), and short breaks ideal for weekend getaways and visiting Europe’s largest Christmas markets.

In March 2024, Ambassador Cruise Line opened bookings for the 2025–2026 season, featuring departures from seven UK ports. Ambience is scheduled to operate 31 cruises and host two festive events, while Ambition is set to offer 45 cruises and two festive events. The ships will visit a total of 130 ports across three continents, including destinations in Western Europe, the Mediterranean, Scandinavia, and the Caribbean.

In January, Ambassador Group opened bookings for its first Caribbean fly-cruise program for winter 2025–2026 (October through March), operated with CFC Renaissance. The roundtrip itineraries depart from Barbados (Bridgetown), Martinique (Fort-de-France), and Curacao (Willemstad). These packages include roundtrip flights from the UK, France, and Holland via a partnership with Corendon Airlines (founded in 2004, Antalya-based Turkish leisure airline). The 10- and 11-night voyages call at St Kitts, St Maarten, Antigua, Guadeloupe, Martinique, Tortola (BVI), and Bonaire. The offers also include up to 7-night hotel stays, land transfers, and English- and Dutch-speaking tour guides and ship staff. Cruise-only Caribbean options are also available.