Ambassador acquires Oceania ship to establish German cruise brand

Ambassador Cruise Line is entering the German market with the acquisition of Oceania Sirena from Oceania Cruises.

 

The 670-passenger ship, originally launched in 1999, will continue to operate under the Oceania Cruises brand until spring 2028 under a leaseback agreement.

 

The vessel will then join the Ambassador fleet and be renamed Ambella.

 

The ship previously operated for Princess Cruises as Ocean Princess before being sold to Oceania Cruises 10 years ago.

Ambella will become the first ship to operate for a new dedicated German cruise brand, Ambassador Kreuzfahrten, from summer 2028.

 

The aim is to deliver a differentiated, adult-only cruise experience designed specifically for the German market, according to the company.

 

Sailing from Bremerhaven and Kiel, Ambella will offer a fully German-speaking passenger experience.

 

Ambella is expected to operate two repositioning cruises and 11 itineraries between May and September 2028, visiting ports across northern Europe and the Baltics alongside selected sailings to southern Europe. Her smaller size will provide greater itinerary flexibility and access to ports that can be less suitable for larger cruise ships.

 

Ambience and Ambition continue to form the heart of Ambassador’s adult-only British no-fly cruise programme, while Renaissance serves the French market during the summer and operates Ambassador’s Caribbean fly-cruise programme for British, French and Dutch passengers during the winter.

 

Ambassador chief executive Christian Verhounig said: “The acquisition of Oceania Sirena, her future introduction as Ambella and the launch of Ambassador Kreuzfahrten mark a major milestone in our ambition to establish Ambassador as Europe’s leading cruise operator offering affordable quality experiences for the silver market.

 

“When we launched Ambassador in 2021, we identified a clear gap in the market for an affordable, quality cruise experience that was authentic, welcoming and accessible. We set out to combine the traditions of classic cruising with the standards and expectations of today’s guests, and that philosophy remains fundamental to our success.

 

“Our merger with [French cruise company] CFC gives us greater scale, financial resilience and a stronger European platform, while allowing us to retain the individual character of the markets we serve. 

 

“Entering Germany with Ambassador Kreuzfahrten is the next stage of that growth strategy."

 

He added: “Germany is Europe’s largest cruise market, but scale alone is not the reason we are entering it. We see a clear opportunity to offer German guests something distinctive: the intimacy and authenticity of a smaller ship, an exceptional adult-only experience and a product that combines tradition, service and destination discovery at an accessible price. 

 

"Our aim is to offer one of the strongest propositions in the market, combining a high-quality ship and on-board experience with compelling value.

 

“For us, growth is about building a resilient European cruise business that delivers sustainable, long-term growth while remaining true to what made Ambassador successful in the first place. Ambella is the right ship, Germany is the right market, and we believe this is the right time to take this exciting next step and introduce to a new generation of over-50s our famous warmest welcome at sea – because moments matter.”