A Norwegian fjords cruise is one of the easiest bucket-list trips you can take from the UK. You board in a British port, spend a day or two at sea crossing the North Sea, and wake up between mountain walls and waterfalls. No flights, no airport queues, and you can pack as much as you like. This guide covers which cruise lines sail to the fjords from the UK, the ports to look for, the best time to go, and what it typically costs.
This guide contains affiliate links. If you book through them we may earn a commission at no extra cost to you.
Quick answer
Most common trip: 7 nights from Southampton, visiting three or four fjord ports.
Season: mainly April to September, with the warmest weather and longest days in June and July.
Typical price: big-ship 7-night sailings in 2027 start from roughly £600 per person for an inside cabin, and from around £800 to £1,000 for a balcony.
Best for scenery: itineraries that include Geiranger or Hellesylt, Flåm and Olden.
Closest to home: choose a line that sails from a regional port near you, such as Newcastle, Tilbury, Liverpool, Bristol or Belfast.
Which cruise lines sail to the Norwegian fjords from the UK?
From Southampton
Southampton has the biggest choice of fjord sailings, mostly on large, resort-style ships:
P&O Cruises runs regular 7-night fjord cruises on its newest ships, Iona and Arvia. These are the most popular, and usually the cheapest, fjord cruises from the UK.
Princess Cruises offers fjord sailings, including some longer trips of up to 14 nights that go further along the coast.
Royal Caribbean and MSC Cruises also schedule summer fjord cruises from Southampton, usually 7 nights.
Cunard includes Norway on some of its Southampton itineraries, if you prefer a more traditional, dress-up style of cruise.
From regional UK ports
If you don’t live near Southampton, a few lines save you the trip south:
Ambassador Cruise Line sails from several regional ports, including London Tilbury, Newcastle, Liverpool, Bristol and Belfast. Its smaller ships allow extended scenic cruising in fjords such as the Geirangerfjord and Lysefjord, and Hellesylt is a new port of call for its 2027/28 season. Ambassador also runs coach transfers to its ports from towns across the UK. See Ambassador’s current sailings.
Fred. Olsen Cruise Lines uses smaller ships with a relaxed, traditional feel. In 2027 its Bolette sails from Newcastle, including a 14-night voyage to Arctic Norway and Svalbard in June.
Big ship or small ship?
Both work well in the fjords, but the experience is different:
Big ships (P&O, Princess, MSC, Royal Caribbean)
Smaller ships (Ambassador, Fred. Olsen)
Price
Often the lowest per night
Can be higher, but often more included
Onboard
Lots of restaurants, shows and pools
Quieter, more traditional, more time on deck
Ports
The main fjord ports
Main ports plus some smaller villages
Departure
Mostly Southampton
Several regional UK ports
Atmosphere
Busy and lively, family friendly
Calmer, mostly adults
The fjord ports to look for
Photo: Chuck Henjes on Pexels
Most 7-night itineraries pick three or four of these. The more of the first four you see, the more spectacular the trip:
Geiranger (or nearby Hellesylt): the classic fjord view, with the Seven Sisters waterfalls. The Geirangerfjord is a UNESCO World Heritage site.
Flåm: a tiny village at the end of the Aurlandsfjord, and the start of the famous Flåm Railway up into the mountains.
Olden: the base for trips to the Briksdal glacier and the Loen Skylift.
Stavanger: a pretty old town and the gateway to the Lysefjord and Preikestolen (Pulpit Rock).
Bergen: Norway’s second city, with the colourful Bryggen wharf and the Fløibanen funicular.
Ålesund: an Art Nouveau town with great views from the Aksla viewpoint.
The most scenic part of the trip is often the sailing itself. Ask whether your itinerary includes daylight scenic cruising into the Geirangerfjord or the Nærøyfjord. It is worth being out on deck for.
Photo: Marcelo Camargo Santos on Pexels
When is the best time to cruise the Norwegian fjords?
April and May: quieter and cheaper. Snow on the peaks and waterfalls at full power from snowmelt, but colder, and some excursions may not have started.
June and July: peak season. The warmest weather and near-endless daylight, and the highest prices. School holiday sailings book up early.
August: still warm and busy, with prices often a little lower in the last week.
September: cooler, more rain, fewer people and lower prices. Autumn colour on the hillsides.
Winter: fjord cruises are rare. Winter sailings to Norway focus on the Northern Lights further north. See our guide to Northern Lights cruises from the UK.
Whenever you go, pack layers and a waterproof jacket. Even in July it can be chilly on deck, and the fjords get a lot of rain.
How much does a Norwegian fjords cruise cost from the UK?
As a rough guide for 2027, cruise-only prices per person (sharing) start at around:
7 nights on P&O from Southampton: from about £600 for an inside cabin, and from about £800 to £1,000 for a balcony.
7 nights in peak summer: expect £750 or more for an inside cabin and well over £1,000 for a balcony.
Longer Arctic voyages: 14 nights to Arctic Norway on a smaller ship start from around £1,700.
Prices change constantly, so treat these as a starting point. Remember to budget for drinks, gratuities and excursions. The Flåm Railway and glacier trips are popular and can be expensive. For tips on timing your booking, see when to book for the best 2027 cruise deals.
Is a balcony worth it in the fjords?
For a fjord cruise, it is one of the best uses of a balcony. Much of the best scenery comes while the ship is sailing in or out of the fjords, often early in the morning. A balcony lets you watch it in comfort. If your budget doesn’t stretch that far, an inside cabin and an early alarm will get you the same views from the open deck.
Will big cruise ships still be able to visit the fjords?
Yes, for now. Norway has introduced zero-emission rules for its World Heritage fjords: the Geirangerfjord, the Nærøyfjord and nearby fjords. Since January 2026 they apply to passenger ships under 10,000 tons. Larger ships have until 2032, so the big-ship fjord cruises from Southampton are expected to keep running in the meantime. After that, the routes may change, depending on how quickly ships can meet the rules.
How long is a Norwegian fjords cruise from the UK? Most are 7 nights, with two sea days crossing the North Sea and four or five days in Norway. Some lines offer 5-night short breaks or 12- to 14-night trips that go further north.
Do I need a passport? Yes. Norway is outside the EU but in the Schengen area, so UK travellers need a valid passport. Check the latest entry rules before you travel.
Is the North Sea crossing rough? It can be, especially early and late in the season. Big ships handle it well. If you’re prone to seasickness, choose a cabin low down and in the middle of the ship.
Which UK port is best for a fjords cruise? Southampton has the most choice. Newcastle is the closest UK port to Norway, so you spend less time at sea and more time in the fjords.
The short answer: the best 2027 cruise deals usually appear in two windows: the Black Friday sales in late November 2026 and “wave season” from January to March 2027. For popular ships, cabins and school-holiday dates, booking sooner usually beats waiting, because the best-value cabins sell first.
Interest is climbing fast. UK Google searches for “cruise deals 2027” more than doubled between spring and late summer 2026, and some lines are filling up early: Viking has already sold over half of its 2027 cruises.
Below we explain when to book, how to tell a real deal from a clever discount, and which 2027 offers are worth a look right now.
Prices are “from” fares per person, as listed by the cruise line on 16 October 2026. They change often, so check the latest before you book. Some links in this guide are affiliate links: if you book through them, we may earn a commission at no extra cost to you.
When is the best time to book a 2027 cruise?
There is no single cheapest day to book, but there are clear patterns in when cruise lines and travel agents run their biggest promotions.
When you book
What you tend to get
Best for
Now to late November 2026
Early-booking offers and Black Friday / Cyber Monday sales: onboard credit, reduced deposits, drinks or upgrade offers
School holidays, suites and balconies, popular itineraries
January to March 2027 (wave season)
The busiest booking period of the year, with many lines launching their headline promotions
Flexible travellers happy to compare lots of offers
Last minute (a few weeks to 3 months before sailing)
Lower fares on cabins that haven’t sold
Flexible dates and cabin type, people who live near the port
Search data backs this up. UK searches for “Black Friday cruise deals” jump to around 5,400 a month in November, and searches for “cruise deals” hit their yearly high in January, when wave season begins.
Last-minute deals can be excellent value, but they’re a gamble for 2027. The cheapest cabin grades, family cabins and school-holiday sailings rarely survive until the last minute, and you may pay more for flights or travel to the port at short notice.
How to tell if a 2027 cruise deal is actually good
A big headline discount doesn’t always mean a good price. Before you book, check these six things:
Price per person, per night. Divide the fare by the number of nights. This is the easiest way to compare a 7-night and a 14-night cruise fairly.
What’s included. Drinks, gratuities, Wi-Fi, speciality dining and excursions can add hundreds of pounds per person. A slightly dearer fare that includes them can work out cheaper.
Cabin grade and location. “From” prices are usually for the smallest inside cabins. Compare like with like.
Deposit and cancellation terms. Low-deposit offers are useful if you’re booking far ahead, but check when the balance is due and what you lose if you cancel.
Getting there. For fly-cruises, add the cost of flights, transfers and any hotel. A no-fly cruise from a UK port avoids these costs entirely.
Financial protection. Book with a cruise line or agent that is a member of ABTA, and make sure fly-cruise packages are ATOL protected.
Onboard credit: money to spend on board, on drinks, spa treatments or excursions. Very common for 2027 sailings.
Reduced deposits: secure your cabin for a smaller upfront payment.
Drinks packages or all-inclusive upgrades: often the most valuable offer if you’d buy drinks anyway.
Cabin upgrades: for example, a balcony for the price of an outside cabin.
Reduced single supplements: valuable for solo cruisers, as supplements can otherwise nearly double the fare.
Price promises: some lines match a cheaper price found elsewhere, under strict conditions.
2027 cruise offers worth watching: Ambassador Cruise Line
If you’d rather not fly, Ambassador Cruise Line is one of the best-value ways to cruise in 2027. Its two adults-focused ships, Ambience and Ambition, sail from UK ports including London Tilbury, Portsmouth and Bristol.
The current offer: up to £800 onboard credit on new bookings of selected sailings made by 23 November 2026. The amount depends on the length of the cruise and the cabin type. On a 7 to 13-night cruise, for example, it ranges from £50 for an inside cabin to £200 for a suite. Solo travellers get half the credit. Ambassador also offers a “Guarantee” to first-time guests on cruises of 4 nights or more: if you’re not happy, tell the Hotel Director within 24 hours of boarding to claim a refund of your cruise fare.
Here are some of the 2027 sailings currently on offer:
The February Iberia cruise calls at Porto, Lisbon, Cadiz and Gibraltar, making it a good-value way to swap a British winter for some Iberian sunshine. The April Norway voyage is the cheapest per night of the four, at under £100 per person.
Ambassador also sails to the Arctic in March and October 2027, from about £1,339 per person. We compare those sailings in our guide to Northern Lights cruises from the UK.
Up to £800 onboard credit on bookings made by 23 November 2026
Be flexible with dates. Sailings outside school holidays are usually much cheaper.
Consider shoulder seasons, such as spring and autumn in the Mediterranean.
Look at repositioning cruises, when ships move between regions. They often have a low price per night.
Book an inside or outside cabin if you’ll spend most of your time out and about.
Choose a no-fly cruise from a UK port to avoid flight and hotel costs.
Check whether a drinks package is cheaper than paying as you go.
Travel as a group. Some lines, including Ambassador, offer discounts for group bookings.
Compare the same cruise with the cruise line and a couple of agents, as perks can differ.
If you are sailing from the US, our breakdown of the cheapest cruises from Florida compares typical 7-night fares and gratuities by cruise line and port.
Repeat cruisers should also check our guide to cruise line loyalty programs compared, since status perks can be worth more than a headline discount.
2027 cruise deals: frequently asked questions
Will 2027 cruises get cheaper if I wait?
Sometimes, but it’s risky. Fares tend to rise as ships fill up, and the cheapest cabins usually sell first. If you need specific dates or a certain cabin, booking early is usually the safer bet.
When do Black Friday cruise deals start?
Many cruise lines and agents start their Black Friday promotions in mid to late November, and some run them until Cyber Monday or into December.
What is wave season?
Wave season is the cruise industry’s busiest booking period, from January to March. Many lines launch their biggest promotions of the year then.
Are no-fly cruises cheaper?
Not always on fare alone, but they often work out cheaper overall because you avoid the cost of flights, transfers and hotel nights.
The image on this page is illustrative and does not show a specific ship or sailing.
Compare no-fly Northern Lights cruises from the UK for 2027: Ambassador sailings from London Tilbury and Bristol, when to go, prices and tips for seeing the aurora.
P&O vs Ambassador comes down to scale and convenience. P&O Cruises sails big, modern resort-style ships (up to 5,200 guests) mainly from Southampton, with lots of dining, entertainment and family facilities. Ambassador Cruise Line runs small, older ships of around 1,200–1,400 guests from regional UK ports such as Tilbury, Newcastle, Liverpool and Bristol, and from the 2027-28 season its no-fly cruises are adults-only.
Both are British-flavoured, no-fly-friendly cruise lines with pounds sterling on board and a strong UK following, so it is no surprise that people weigh them up side by side. Below we compare the fleets, ports, cabins, dining, entertainment, drinks packages and the type of passenger each line suits, with a quick-reference table of P&O cruise ships for anyone choosing between them.
Welcome on five family ships; Aurora and Arcadia mostly adults-only
No-fly cruises adults-only from 2027-28 (a few multigenerational sailings)
Style
Modern, resort-style, lots of choice
Traditional, relaxed, destination-led
Drinks packages (per person per night, approx.)
Classic from £50, Deluxe from £60
Classic £42.95, Premium £49.95 pre-booked, gratuities included
Fleets compared: P&O cruise ships vs Ambassador ships
The biggest single difference between the two lines is the size of their ships. P&O’s newest vessels are among the largest ever built for British passengers, while Ambassador deliberately operates smaller, second-hand ships that it has refitted and upgraded.
P&O Cruises ships at a glance
If you searched for “P&O cruise ships” or “best P&O ship”, this table gives the current fleet as of October 2026. Figures are approximate and based on standard (lower-berth) capacity.
Ship
In service
Gross tonnage
Guests
Who it suits
Arvia
2022
185,581
5,200
Families and groups wanting the most facilities, including the Altitude Skywalk and SkyDome
Iona
2021
184,700
5,200
Families and first-timers; Norway, Northern Europe and Mediterranean from Southampton
Britannia
2015
143,000
3,647
Mixed ages wanting a big ship with a more classic feel
Ventura
2008
116,017
3,078
Families on a mid-size ship
Azura
2010
115,055
3,100
Families and couples; sister ship to Ventura
Arcadia
2005
83,781
2,094
Adults wanting long voyages and world cruises
Aurora
2000
76,152
1,874
Adults who prefer a smaller, traditional ship
Two fleet changes are worth knowing about if you are booking far ahead. Aurora and Arcadia are adults-only for most of the year, but P&O has opened selected sailings on both ships to families from December 2026 through to September 2027, mainly during school holidays and Christmas. Further out, Carnival Corporation has announced that Cunard’s Queen Anne will be refitted, renamed and join P&O in May 2029, while Arcadia leaves the fleet after her final P&O season ends in August 2029 and moves to Holland America Line. You can read more in our news story on Queen Anne heading to P&O and Arcadia moving to Holland America.
As for the “best” P&O ship, there isn’t one answer: Arvia and Iona have the most to do, Britannia balances size with a more traditional atmosphere, and Aurora is the closest in feel to an Ambassador ship.
Ambassador Cruise Line fleet
Ship
Built
Gross tonnage
Guests
Market
Ambience
1991
70,285
Around 1,400
UK, home port London Tilbury
Ambition
1999
48,123
Up to 1,200
UK, multiple regional ports
Renaissance
Early 1990s
55,575
Up to 1,100
Mainly French market (Ambassador Croisières), plus some fly-cruises
Ambella (ex-Oceania Sirena)
1999
30,277
To be confirmed
German market from 2028 (planned)
The recently announced purchase of Oceania’s Sirena does not add a new ship for UK cruisers. She is due to join in 2028 as Ambella for a new German-language brand, Ambassador Kreuzfahrten, sailing from Bremerhaven and Kiel, with a winter charter to Semester at Sea. For UK passengers, the choice remains Ambience and Ambition.
Regional departure ports can mean a much shorter journey to your ship. Photo: alleksana on Pexels
Departure ports: Southampton vs regional UK ports
This is often the deciding factor. P&O Cruises sails almost all of its UK no-fly holidays from Southampton, with some ships based in the Caribbean or Mediterranean for fly-cruises in winter. If you live in the South of England, Southampton is easy; if you live in Scotland, the North East or Northern Ireland, it can mean a long drive or an overnight hotel.
Ambassador’s model is the opposite. For the 2026-27 season it sails from seven UK ports:
London Tilbury (Ambience’s home port)
Newcastle (Port of Tyne)
Dundee
Liverpool
Belfast
Bristol (Avonmouth)
Portsmouth, new for 2026-27
Ambassador has also moved Ambition towards more single-port departures, ending some dual pick-ups, so check exactly where your chosen sailing starts and ends. For many passengers in the Midlands, North and Scotland, a cruise from the nearest regional port saves both time and travel costs, which can offset any difference in fares.
Cabins
P&O’s newer ships have a high proportion of balcony cabins, plus suites, family cabins and solo cabins on several ships. Cabin layouts are modern and consistent across each class.
Ambassador’s ships were built in the 1990s, so there are far fewer balconies and many more inside and ocean-view cabins. Sizes vary more than on newer ships, and cabins have been refurbished rather than designed from scratch. On the plus side, Ambassador offers dedicated solo cabins, and fares for inside and ocean-view grades are often modest. If a private balcony matters to you, P&O gives you far more choice.
Dining
Both lines include full-board dining in the fare, with afternoon tea, and both charge extra for speciality restaurants.
P&O Cruises: a wide choice of included main dining rooms and buffets, plus extra-charge venues that vary by ship, such as The Glass House, Sindhu Indian dining, Epicurean and the Chef’s Table on the larger ships. Most ships offer flexible “freedom” dining, with set-time options on some.
Ambassador: a smaller line-up. Ambience has the Buckingham Restaurant and the Borough Market buffet, with speciality dining at Saffron (Indian) and Sea & Grass. Ambition has the Buckingham and Holyrood restaurants, Borough Market, Saffron and Lupino’s.
In short, P&O wins on variety, especially on Iona and Arvia. Ambassador’s approach suits passengers who prefer a familiar restaurant routine rather than lots of choice.
Evening shows are included on both lines, but the scale is very different. Photo: Filipe Braggio on Pexels
Entertainment and onboard atmosphere
On P&O’s big ships you can expect West End-style production shows, comedians, live bands, large pool decks, a SkyDome with a retractable roof on Iona and Arvia, and late-night bars. Even on Aurora and Arcadia, the programme is broad, with theatre shows and guest entertainers.
Ambassador’s entertainment is lower-key: Theatre@Sea shows, live music, guest speakers and enrichment talks, quizzes, dance classes and a craft studio, with arts and crafts sessions on longer sailings. The atmosphere is quieter and more social, and evenings tend to end earlier. Days are focused on the destinations, which often include smaller ports that big ships cannot reach.
Families vs adults-only
For families, P&O Cruises is the clear choice. Iona, Arvia, Britannia, Ventura and Azura all have kids’ clubs and family cabins, and P&O offers its children’s activities across school holidays. Even Aurora and Arcadia now have selected family dates.
Ambassador is heading the other way. The line has said that the 2027-28 season is the first in which every no-fly itinerary is child-free, with only a few multigenerational sailings per year. If you specifically want a peaceful, child-free cruise from a regional port, that makes Ambassador a strong option alongside P&O’s Aurora and Arcadia. Our round-up of adults-only cruises from the UK compares the wider choice.
Prices, drinks packages and what’s included
Ambassador fares are often lower than P&O’s for a similar length of cruise, though prices on both lines vary a lot by date and cabin, and P&O frequently runs sales. The real cost difference usually shows up in extras.
Drinks package (per person per night)
P&O Cruises
Ambassador (2026-27, pre-cruise)
Soft drinks / alcohol-free
Refresh £16; Alcohol-Free £29
Non-Alcoholic £20.95
Standard alcoholic
Classic from £50
Classic £42.95
Premium alcoholic
Deluxe from £60
Premium £49.95
P&O package prices are higher on cruises of 14 nights or fewer, and P&O adds gratuities separately. Ambassador’s package prices include gratuities and service charges, and the line charges more if you buy on board rather than before you sail. Prices are correct at the time of writing but change regularly, so check the line’s website before booking.
Both lines include full-board meals, core entertainment, pools and gym. Wi-Fi, speciality restaurants, spa treatments and shore excursions are extra on both.
Which is better: P&O or Ambassador?
Choose P&O Cruises if you:
are travelling with children or teenagers
want a balcony cabin, lots of restaurants and big production shows
live within easy reach of Southampton
like a lively, modern ship with plenty going on
Choose Ambassador if you:
want to sail from a port close to home in the North, Scotland, Northern Ireland or the West Country
prefer a small, quieter, adults-focused ship
care more about itineraries, including smaller ports, than onboard attractions
like the idea of drinks packages that already include gratuities
One tip that comparison guides often miss: work out your total door-to-door cost. A Southampton cruise might be cheaper on paper, but fuel, parking or a pre-cruise hotel can add a significant sum if you live far from the South Coast, while a regional Ambassador departure may cost more per night but less overall. Itineraries also overlap; both lines sail to the Norwegian fjords, so see our guide to Norwegian fjords cruises from the UK if that is on your list.
If you book Arcadia, our guide to Arcadia cabins to avoid explains which areas can be noisy or overlooked.
If dining matters most, our P&O Arvia restaurants guide shows which venues on P&O’s newest ship are included and which cost extra.
FAQs
Is Ambassador cheaper than P&O?
Ambassador fares are often lower for a similar length cruise, and its drinks packages are a little cheaper and include gratuities. P&O sales can close the gap, so compare total costs, including travel to the port.
How many cruise ships does P&O have?
P&O Cruises has seven ships as of October 2026: Iona, Arvia, Britannia, Ventura, Azura, Aurora and Arcadia. Queen Anne is due to join from Cunard in May 2029, and Arcadia is due to leave for Holland America after August 2029.
Which is the best P&O cruise ship?
It depends on who is travelling. Arvia and Iona suit families wanting the most facilities, Britannia suits mixed groups, and Aurora or Arcadia suit adults who prefer a smaller, quieter ship.
Is Ambassador Cruise Line adults-only?
From the 2027-28 season all of Ambassador’s no-fly itineraries are child-free, apart from a few designated multigenerational sailings each year. Check the sailing details when you book.
Where does Ambassador sail from?
For 2026-27, Ambassador sails from London Tilbury, Newcastle, Dundee, Liverpool, Belfast, Bristol and Portsmouth.
Worrying about what you’re going to eat can ruin a cruise before it even starts. If you have special dietary requirements, the idea of buffets without labels and set menus with limited choices is enough to make you think twice about booking at all.
I’m vegan and I’ve sailed with Ambassador Cruise Line twice now. The difference between my first cruise and my most recent one was huge. Since launching in 2021, this cruise line has massively improved how they handle dietary requirements.
Affiliate link: if you book through it, we may earn a commission at no extra cost to you.
On my latest trip, they were so confident in how they handle food allergies, intolerances and religious and ethical food preferences, that they even invited me to have a look around the kitchen so I could see exactly how my food was prepared.
And that’s why I can now say this with confidence… If you need a cruise line that actually takes dietary requirements seriously, Ambassador has quietly become one of the best out there.
Why food is the biggest worry for people with dietary requirements
As you’ll know if you have dietary requirements, food is not a small detail on holiday. A lack of suitable things to eat can really ruin your trip. Before I started cruising, I’d been to several all-inclusive resorts where I had to survive on plain salad, chips and bread!
It can happen on cruises too. It’s so frustrating to stand in front of a buffet full of beautiful food, but with no labels, and nobody keen to help you find out whether you can eat any of it or not.
For vegans and vegetarians, if we eat the wrong thing by mistake, it’s not the end of the world – although it can certainly be upsetting. But for people with allergies, mistakes can be life-threatening. So its vital that cruise lines get it right.
What Ambassador used to be like
When I first sailed with Ambassador Cruise Line, they were not bad for special diets, but they weren’t exactly amazing either. You usually had to ask for things in advance. Options existed, but they felt a bit bolted on rather than built into the experience.
The crew were kind and tried to help, but they did occasionally serve me the wrong thing. It was clear that they were trying, but there was some room for improvement.
What changed and why it matters
Between my first and second cruise, something clearly shifted. Ambassador didn’t just add more options, they changed the way they handle food for people with dietary requirements.
One of the smartest things they introduced was using different coloured plates for special meals. Vegan food is served on a blue plate, rather than the standard white plates that most guests get. I haven’t seen any other cruise line do this.
It means that food for guests with dietary needs is instantly recognisable in the kitchen and in the dining room, so there’s zero chance of it being mixed up with someone else’s dish.
In the restaurant, my waiter would always place my plate down and say, “This is the vegan option,” so I was never in any doubt. It sounds small, but it is huge. It shows there is a system, not just good intentions.
Sometimes, my food would even come with a little wooden sign in it, so there could be no doubt that it was the right one! I love this!
What I saw when I looked around the galley
Being invited into the galley was a real eye-opener. It showed how seriously Ambassador takes food safety.
I was thrilled to see a dedicated vegetarian section of the kitchen, completely separate from the rest. All the chopping boards and knives were colour coded, so there was no risk of anything being used for the wrong type of food.
I also saw demonstration plates already set up with special diet meals, so the chefs and waiters could see exactly how each dish should look when it went out, massively reducing the chance of serving the wrong plate to someone.
On the walls, there were posters about food allergens and handling procedures. It felt organised, professional and calm, which is exactly what you want when you are trusting someone else to cook your food.
What else Ambassador does for guests with dietary requirements
This level of care isn’t just in the kitchen. When you get on board, if you’ve submitted dietary info in advance, you’ll receive a letter in your cabin inviting you to meet with the chef and the restaurant manager to go through your needs.
Menus are clearly labelled with allergens, and the buffet is too. Even the room service menus have allergy labels and options to suit everyone. This is pretty rare to see on a cruise in my experience.
My vegan experience on Ambassador
As a vegan, this was honestly one of my best cruise experiences so far. On my first sailing, I managed, but on my second I genuinely enjoyed every meal.
I keep a list of the best cruise lines for vegans and I update it each time I cruise. I was able to move Ambassador Cruise Line up to the number two spot!
Number one is SeaDream Yacht Club, but it would be very hard to compete with them. The ships have just 100 guests and a crew-to-guest ratio of 1:1. Plus, the owners are vegans and also own a chain of vegan restaurants. It’s a high bar!
I absolutely loved the food on Ambassador Cruise Line. On many other cruises I’ve been on, the starter and dessert can seem like an afterthought of plain salad and lemon sorbet. But on Ambience, every course was made with care and attention.
The crew remembered my name and what I needed and made sure I was looked after every day.
Gluten-free and allergy guests say the same
I was not the only one feeling this. I spoke to other guests who had gluten-free and allergy requirements, and they were saying the same thing.
They felt listened to. They felt safe. They felt confident eating on board without constantly checking and double-checking every plate.
That peace of mind is priceless when you’re on holiday!
How to get the best experience if you have dietary requirements
To get the most out of any cruise, including Ambassador, there are a few simple things that help.
Tell them your dietary requirements when you book. Go to your dietary meeting and speak to the restaurant manager on the first day.
Don’t be afraid to explain exactly what you need. Once they know, they genuinely do everything they can to make sure you are happy.
In the dining room, you can ask to see the menu for the following day. Make sure that there’s a dish that you like. If there isn’t, let them know and they will suggest alternatives for you.
Also, it’s often worth asking if there’s anything available that’s not on the menu. Most cruise ships have secret menu items that they don’t tell you about. For example, you can almost always get a vegetable curry or a jacket potato with cheese and salad in any cruise ship main dining room.
Who Ambassador Cruise Line is best for
Ambassador cruises are perfect if you want a relaxed, classic cruise where you feel looked after. It is especially good for anyone who can’t just eat anything off a buffet and needs a bit more care and attention.
If food has ever made you nervous about cruising, this is a line worth considering.
Ambassador does not shout about how good they are for special diets, but they should. From my own experience, they have gone from being decent to being absolutely brilliant.
Some cruise lines play it safe… then there’s Ambassador, quietly doing things that make you wonder why every other line hasn’t caught up yet.
From little touches that make life onboard easier to big ideas that genuinely change the whole vibe of a sailing, they’ve nailed a few brilliant habits that deserve way more attention.
And honestly? Once you experience them, it’s hard not to think, “Why isn’t everyone doing this?”
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Here’s a list of the things that Ambassador Cruises Line does that other cruise lines haven’t thought of yet…
1. Coloured plates for special diets
If you’re vegan, gluten-free or have any othert dietary requirement, you’ll know that there’s always that niggle in the back of your mind that says – “Is this actually suitable?”
I’ve lost count of the number of times I’ve bitten into something in a restaurant that’s supposedly vegan only to discover that it’s actually meat or cheese. For someone with a food allergy, a mistake like that could be deadly.
Ambassador Cruise Line has reduced the chance of that happening down to virtually zero, with one clever change – using different coloured plates.
As my dietary preferece is plant-based, my food was always derved on blue plates instead of the usual white. This was insteantly reassuring. It also meant that the waiter could confirm my dietery requirements as he placed down the dish.
This is such a small change, but one that makes such a huge difference to the 13% of UK adults who have a dietary requirement.
2. Hot tubs that are actually hot
There’s nothing sadder than a lukewarm hot tub.
Too many times on cruises I’ve braved the jauzzi when it’s cold outside, only to find myself shivering near the hot water inlet, desperately seeking some warmth.
However, when I sailed on Ambience to Norway in October, the hot tub was perfectly toasty!
In fact, it was so warm, that despite the weather being close to freezing outside, I had to sit on the side for a little while too cool off!
It was so nice to enjoy a real hot tub in the cold weather. I am glad that I brought my knitted ear warmers though! And being so warm meant that getting out and getting dry wasn’t a problem, I didn’t feel cold at all.
I understand that heating hot tubs is expensive. But I do wish that other cruise lines would do this in winter. P&O Cruises’ biggest ships have 16 hot tubs – but that’s pointless when they’re all cold!
3. 8-course Gala dinners
The Captain’s Gala dinner is always a highlight of a cruise with Ambassador. I mean, just look at this menu…
Every course is absolutely delicious. I really am in awe of the galley team and waiters who do an incredible job of serving so many courses and having everything being just right.
Other cruise lines may sometimes offer a five-course Gala dinner, but Ambassador is the only one I’ve experienced that offers eight courses. And all of this is included in the cruise fare too!
4. The lifts are fun
When you step into the elevators on Ambience, you’re greeted by a different scene each time! The ship has nine lifts and each one has unique decor. Even the carpets match the scenes.
I absolutely love how fun these lifts are. It’s certainly a talking point.
Some other cruise lines have the day of the week on the carpet, and that’s great. But honestly, I prefer these lifts even more.
5. The Baked Alaska Parade
A Baked Alaska Parade is when, during dinner, crew members will parade through the main dining room of a cruise ship carrying baked Alaska desserts, while the passengers dining in the room twirl their napkins in the air.
It may sound weird, but it’s a cruise tradition that dates back to the 1950s. While most cruise lines no longer offer it, Ambassador Cruise Line embraces this weird and wonderful event.
Of course, there are no naked flames as maritime safety rules are a lot stricter now than the once were. But the event is still a lot of fun, and it always has everyone clapping and cheering.
6. Cutlery on the table in the buffet
This is a genius idea that just makes buffet dining so much easier…
All to often on a cruise, you load up you plate with food and then have to go huntiung for the cutlery. You’ll usually find it wrapped up in a cloth napkin, which means that even if all you need is an extra fork for your next course, you have to get a whole new napkin, knife, fork and spoon. It’s so silly.
I love that Ambassador Cruise Line haas the cutlery on the tables along with paper serviettes and the drinks menus.
If you’re dining solo, this is also very advantageous as once you’ve finished your starter, you can lay your cutlery out like this so that nobody takes your table while you go to get your main course.
Honestly, these little things make such a big difference and I love how much thought the team at Ambassador Cruise Line have put into everything.
7. The drinks are cheap
Ambassador Cruise Line has the cheapest drinks at sea. There’s an almost endless array of cocktails to choose from, each costing just £7.
A print of beer will cost you £5.45, whle a gin and tonic is £6.70. The spirits are all served in 40ml measures rather than the standard 25ml you usually get, which means even better value!
The wine is a little more expensive, at £9 to £10 for a large glass. But on the whole, the drinks onboard are similar to a reasonanly priced pub, and depending on where you live, they may even be cheaper than your local!
Ambassador also offers a range of drink packages that are also very reasonable priced.
If you’ve every cruised with one of the American cruise lines that charges you $16 plus an 18% gratuity for each cocktail, or $100 per day for a drink package, then I’m sure you’ll agree that Ambassador’s sensible drink prices are a breath of fresh air.
Which brings me on to my next point…
8. Tips are included
Being a British cruise line, Ambassador caters very well to our culture. And that means that there are no automatics gratuities added to your bill.
Many cruise lines will add $15 to $20 per person, per day to your onboard account for crew members tips. But Ambassador does things sensibly, by paying the crew members their bonuses from your cruise far upfront.
Of course, if you wish to leave some cash on the nightstand at the end of your cruise, or hand a tenner to your favourite waiter, they’ll glagly accept it. But tipping is neither required nor expected.
9. Dogs on board!
Okay, so this isn’t usual. But on my latest cruise, there were eight Guide Dog puppies who were onboard for the day as part of their training. The trainers invited me over to say hello to the dogs and it was one of the highlights of my cruise!
Of course, playing with puppies on the deck isn’t an option that’s available on every Ambassador cruise. But I love how the cruise line is working with The Guide Dogs For The Blind Association to allow these dogs to develop this valuable part of their socialisation, as they may well end up travelling on a cruise one day.
10. Whale watching
Ambassador works closely with ORCA, a UK marine conservation charity, and the partnership is a big part of what makes these cruises feel special.
ORCA volunteers sail on selected itineraries to run wildlife talks and deck watches where you can spot whales and dolphins with expert guidance.
They also collect vital data for ocean research while onboard. It’s a lovely mix of learning and excitement, and it means every sighting helps support real conservation work.
11. Plenty of storage in the cabins
Sometimes I feel that modern cruise ships can be a little too modern in terms of the design. And this might meen that aesthetics can be given priority over more practical aspects, like storage.
That’s not the case on Ambassador Cruise Line’s classic ships. Whichever cabin you choose, you’ll find ample space to store your things.
Some of the oceanview cabins on Ambience have a whopping four wardrobes and 19 drawers! Yes, I counted.
12. Affordable excursions
Usually, I avoid cruise line excursions. I find that it’s so much cheaper to do your own thing and I often book excursions though Shore Excursions Group instead.
However, I must say that Ambassador’s excursions are very reasonably priced. On my last cruise, when I wanted to visit Loch Ness from Invergordon, the cruise line excursion was by far the cheapest option.
The excursion was faultless, and when heavy traffic meant that we would be a little late back to the ship, the tour guide called ahead to let them know we were on our way.
There’s a good choice of excursions and they all seem to be reasonably priced, which is a fraction of the price of what similar trips would be from a different ship.
13. The best Halloween party ever!
I wasn’t sure what to expect from Halloween on an Ambassador cruise. But oh my goodness, they really did pull out all the stops to create a fantastic event that I’ll remember forever.
The ship was decorated with a huge assortment of spooky props, including hundreds of hand-carved pumpkins. The team must have been up all night!
In the main dining room, we were treated to a fantastic Halloween menu. The dishes had spooky names such as ‘Beast Feast’ and ‘Satanic Punpkin Head’.
When the food arrived, it blew our expectations out of the water. Not only was it delicious, but it looked incredible and very fitting with the Halloween theme.
Afterwards, we headed to the Observatory to enjoy a fanastic musical performance by the entertainment theme.
There was a fancy dress competition and the dance floor was packed until well after midnight. Of course, not everyone dressed up, and there were other activities around the ship for those who prefer not to take part. But if you love Halloween, I’d definitely recommend sailing with Ambassador at this time of year.
14. Unique ships
Most cruise lines have several sister ships – almost identical copies of each other. But Ambassador’s three ships are all completely unique.
This means that when you cruise on a different ship, you’re getting a different experience. The bars and entertainment venues each have different vibes. I love this, as exploring a ship I’ve never been on is my favourite thing ever.
I don’t have a favourite ship out of the Ambassador fleet though. I love the spa on Ambition and I love the Observatory on Ambition. Each ship is special in its own way.
15. You can depart from your local port
Getting to Southampton to start your cruise isn’t easy for everyone. So it’s fantastic that Ambassador offers regional departures from all over the UK.
You can start your cruise in Portsmouth, Newcastle, Tilbury, Liverpool, Dundee, Bristol or Belfast. Ambassador is the only cruise line that sails from my home city of Bristol, and I found it incredibly convenient to cruise from there!
If you want to cruise in the Caribbean, Ambassador’s newest ship, Renaissance, offers very convenient fly-cruise packages. As well as flying from London, you can also opt to fly from Manchester, which is so much easier for anyone in the north.
16. The ships are easy to navigate
I don’t have the best sense of direction and it usually takes me a couple of days to get my bearings on a cruise ship.
However, that was so much quicker and easier on Ambassador’s ships, thanks to an abundance of clear signs with deck plans that you’ll find by all the elevators.
When I cruised with Virgin Voyages, there wasn’t a deck plan sign anywhere on the ship and I continually got lost. I just couldn’t figure out where I was in relation to the different venues.
Ambassador gets this just right. And, importantly the signs always face the right way. So the bow on the diagram is in the same direction as it actually is on the ship (you might be surprised that not all ships do this!)
17. Theatre at sea
Most cruise ships have stage shows with singing and dancing. But Ambassador is the only one I’ve seen that’s had an actual play.
I mean no music, no dancing, no fancy costumes. Just four talented actors and a stage that’s set to look like someone’s living room.
The show even had a real programme with information about the play and the performers.
Why don’t more cruise lines offer this? I have no idea. I wish they would though. I really enjoyed it.
18. Dialysis facilities
Ambassador is one of the few UK cruise lines that offers dedicated dialysis cruises, making holidaying at sea much more accessible for guests who need regular treatment.
These sailings have fully equipped dialysis units on board, run by specialist renal nurses who manage all treatments throughout the voyage.
If you, or someone you’re travelling with, relies on dialysis, these cruises take away the stress of organising care in multiple destinations and let you enjoy a proper break without interrupting your treatment routine.
19. The speciality restaurants are reasonably priced
It bothers me when cruise lines charge £50 or more for meals in the speciality restaurants. Because you have to factor in that the price is extra on top of what you already paid your cruise fare for to dine in the main dining room.
On Ambassador cruises, dining in a speciality restaurant costs just £20 to £30, which is much more reasonable.
That lower price doesn’t mean that the food is any lower quality, though. It’s not.
I ate in Saffron, the Indian restaurant on Ambience and the curry was the best I have ever had in any restaurant on land or at sea.
20. Drinks service in the theatre
Getting to the theatre 15-30 minutes before a show is always advised, especially if you want one of the best seats in the house or you have a large group that wants to sit together.
On an Ambassador cruise, you can make the most of that time by enjoying a drink with waiter service. There’s a menu of drinks to choose from, which is something I’ve never seen in a cruise ship theatre.
Each seat has a small table for you to put your drink on. This is so mcuh better than those drinks holders you get in the arm rests, where you can never really trust that your drink won’t end up in your lap if someone moves an elbow.
21. Canapes
Ambassador really does love their canapes and they make a regulart apearance.
Crew members will come around with canapes before dinner on Gala nights, and after dinner ever night at 11pm. You never get the chance to feel peckish.
22. The thermal suite is free
Most cruise lines will change you upwards of £50 for a day pass in the thermal suite of the spa. But on Ambassador ships, access to the saune, steam rooms and relaxation areas are complimentary!
The spa on Ambience is quite small, but it does the job. However, the spa on Ambition is absolutely fantasic with floor-to-ceiling windows throughout. You definitley won’t want to miss it.
And if you fancy a treatment such as a massage, facial or pedicure, then you’ll find that they’re very reasonably priced too.
23. Low or no solo supplements
I understand that solo travellers don’t generate as much income as couples for cruise lines, and because of that they usually have to pay double.
Even when they pay double, they’ll spend less onboard with only half the spend on extras such as casino, spa, drinks and shopping. So, from a purely commercial viewpoint, cruise lines generally don’t want a lot of solos onboard.
However, I feel that Ambassador Cruise Line recognises that there are huge numbers of people who prefer to travel solo. Even though I have a husband, children and lots of friends and family members who I like to cruise with, I also LOVE cruising by myself. It’s a different experience, and as an introvert, I find it to be incredibly relaxing to be able to choose exactly when I socialise and when I don’t.
Ambassador Cruise Line makes their solo pricing very clear. On the website, there’s a simple slider you can use to show solo prices.
Yes, there’s often a supplement. But not always. And it’s not usually double.
They probably don’t want me to tell you this, but on last-minute cruise that depart in the next couple of weeks, the solo supplement is reduced to zero.
On board, I’ve met several solo travellers who have been living onboard for weeks or even months. Each week, they book onboard at the last-minute to stay on for the next cruise. They say it’s cheaper than going home!
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Things that Ambassador could improve (in my humble opinion)
I’m not saying that Ambassador Cruise Line is perfect. No cruise line is. But they are leading the way in many areas, rather than simply copying what others do, and I think that’s fantastic.
Having spoken to the team there, I know that they’re always striving to improve, and so here are a couple of areas where I think they could do better
The gyms would benefit from some upgraded equipment and better air conditioning
A wider selection of draft lagers would be nice. Currently they only serve Fosters
The in-cabin hairdryers are almost as old as me and not very powerful
Bottled water isn’t included in the drink package (but a glass of water is)
The library has a very random selection of books such as outdated computing study guides
Of course, these are all very minor things, and yes, I am nitpicking. I believe that Ambience will be undergoing a refit soon, and I’m sure that some of these little niggles will be addressed.
Ambassador Cruise Line offers outstanding value for money. Right now, I’m considering booking a cruise that costs £65 per person, per night, including a free drinks package. When you consider that most other cruise lines will charge you £65 per night just for the drinks, that’s basically free! Haha
But despite the low prices, this isn’t what I would call a ‘budget’ cruise line. The service is outstanding, the food is some of the best I’ve had at sea, and there’s plenty to enjoy on board.
So if you live in the UK and you haven’t yet tried Ambassador, now’s the time. You won’t regret it.
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Ambassador Cruise Line offers great value cruises from the UK – but does that extend to their drinks prices?
Well, yes! Actually, you’ll be pleased to learn that the drinks are very pretty cheap!
I can show you how much you can expect to pay for drinks on an Ambassador Cruise Line cruise. I can also let you check out the actual drinks menu so that you can make sure your favourite drinks are available.
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By the way, I can highly recommend that you try the frozen strawberry pina colada!
Ambassador Cruise Line drinks prices
The drinks prices on Ambassador Cruise Line are very reasonable. In fact, I’d go as far as to say that Ambassador Cruise Line is the cheapest cruise line for drinks. The prices are cheaper than what you would pay in many pubs or bars in the UK.
Here’s a top-level look at the prices…
Ambassador Cruise Line Drinks Prices:
Draught beer (pint) – £5.45
Bottle of beer (330ml) – £4.20
Spirit (40ml) – £5.20 to £7.30
Mixer – £1.50
Glass of wine (250ml) – £9.00 to £10.00
Cocktail – £7.00
Mocktail – £4.30
Soft drink (330ml) – £3.00
Fruit juice (250ml) – £3.00
Coffee – £2.75 to £3.00
Tea – £2.75
Bottled water (750ml) – £2.00
Read on to see the full Ambassador Cruise Line drinks menu (excluding the wine list).
Ambassador Cruise Line drinks menu
While most other cruise lines have different drinks menus in each bar, Ambassador Cruise Line has opted to keep things simple with a single bar menu for all of the venues.
That said, there are some drinks, such as draught cider and some gins and whiskeys, that are only available in certain bars.
Drinks package options
When you book a cruise on Ambience or Ambition, you can choose to add all of your drinks to your bill and pay for them at the end of your cruise. Alternatively, you can buy a drinks package in advance that will give you unlimited drinks for a set price per day.
In fact, Ambassador Cruise Line offers four different drinks packages – although really it’s five as there are two different versions of the same package for children depending on their age.
If you’re thinking of buying one, be sure to check out my guide to Ambassador drinks packages to work out which one offers the best value for you.
Alternatively, you can use my free Ambassador drinks package calculator.
All you need to do is enter which drinks you would like in a day and it will work out how much they will cost, as well as advising you on which is the best package to go for.
Get it here for free…
Price increases
Ambassador Cruise Line’s drinks prices increased by around 20% in 2023 with the launch of Ambition, compared to when Ambience launched the year before.
And then from 2024 to 2025 the prices have increase again by a similar amount.
That seems fair though, after all, the price of many things has increased during this time. Originally, the drinks were incredibly cheap – even cheaper than most pubs on land.
Now, the drinks prices are still very reasonable, and certainly cheaper than most other cruise ships.
Still, it’s worth checking out the price of the drinks packages compared to how much you think you’ll drink onboard as you could make a big saving one way or the other.
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Our Ambassador Cruise Line review in short: Ambassador is a traditional, mid-sized, mostly adults-only British line. Its biggest strengths are no-fly cruises from regional UK ports, friendly service and low fares. The trade-offs are older ships, fairly simple cabins and a plain choice of entertainment. Passengers who want a relaxed, classic cruise close to home usually rate it well. Passengers who expect a modern mega-ship are more often disappointed.
This Ambassador Cruise Line review brings together the line’s own information, its published prices and the patterns in thousands of passenger reviews. It covers the fleet as it stands in November 2026, ports, cabins, food, drinks, entertainment, real onboard costs, and who Ambassador does and doesn’t suit.
Ambassador Cruise Line review: at a glance
Ambassador launched in 2021 and is owned by investment firm Njord Partners. In January 2025 it merged with France’s Compagnie Française de Croisières (CFC) to form the Ambassador Group. The UK brand keeps a clear identity: it sells unhurried, good-value cruises to an older British market, and most of them sail straight from home.
Feature
What to expect
Style
Traditional British cruising, smart-casual evenings, optional formal nights
Typical guest
Over-50s, couples, solo travellers, groups of friends
Age policy
18+ on almost all sailings (a few named multi-generational cruises)
UK ships
Ambience (about 1,400 guests) and Ambition (about 1,200 guests)
About £7 per person per night, added automatically (check current rate)
Drinks
Pay as you go, or packages from about £21 (non-alcoholic) to £56 per night
The Ambassador fleet in 2026
Ambience
Ambience was built in 1991 and is about 70,000 gross tons, so she marked 35 years at sea in 2026. She sailed for P&O Cruises Australia before joining Ambassador in 2022. She carries up to about 1,400 guests in roughly 800 cabins over 20 categories. That includes 89 solo cabins, which is a high number for a ship this size. Public rooms carry British names: the Buckingham Restaurant, the Palladium theatre, the Purple Turtle pub and Brontë’s Library.
Ambition
Ambition was built in 1999 and is about 48,000 gross tons. She sailed for several other lines, most recently AIDA, before joining Ambassador in 2023. She carries up to about 1,200 guests in 680 cabins. There are more balconies and suites than on Ambience (125 balcony cabins and over 100 suites), but standard cabins are smaller on average.
Renaissance
Renaissance is the former Holland America Maasdam, built in 1993. She came into the group through the CFC merger and mainly serves the French market under the Ambassador Croisières name. UK passengers meet her on Ambassador’s winter Caribbean fly-cruises. From 29 October 2026 to 1 April 2027 she is based in Bridgetown, Barbados, and UK guests fly out on Virgin Atlantic-operated charters from Heathrow and Manchester. She also serves French-speaking guests, so check what the onboard language and announcements will be before you book.
Ambella, the ex-Oceania Sirena
In September 2026 Ambassador announced it had bought Oceania Cruises’ Sirena, a small ship of about 30,000 tons and around 670 guests from the former Renaissance Cruises R-class. She will be leased back to Oceania until spring 2028. She then becomes Ambella and launches a new German brand, Ambassador Kreuzfahrten, with adults-only summer sailings from Bremerhaven and Kiel from May 2028. In winter she is chartered to Semester at Sea. She is not aimed at UK passengers for now, but she shows the group is growing.
Sailing straight from a regional UK port is the main reason many passengers choose Ambassador. Photo: Wolfgang Weiser on Pexels
Departure ports and embarkation
The main selling point of Ambassador cruises is avoiding a long drive to Southampton or a flight. Ambience and Ambition sail from seven regional UK ports:
London Tilbury: the busiest base, used all year
Bristol (Avonmouth/Royal Portbury)
Portsmouth
Newcastle (Port of Tyne)
Dundee
Belfast
Liverpool
Some itineraries also use ports such as Edinburgh and Falmouth. Most reviews describe embarkation as quick and calm, which you’d expect with smaller ships and terminals. The complaints that do come up are about parking at certain ports and slow disembarkation at Tilbury on busy turnaround days. Book port parking early and check your terminal’s arrival-time slots.
Cabins: simple, comfortable, and good for solo travellers
Expect classic, compact cabins rather than designer rooms. Average sizes are about 17–18 m² on Ambience and 15–16 m² on Ambition. Reviews often call the cabins clean, quiet and well stocked with storage, but some are visibly dated. Worn fittings and the odd air-conditioning problem appear regularly in lower-scoring reviews.
Solo cabins: Ambience has 89 dedicated solo cabins, which makes Ambassador one of the better choices for solo cruisers from the UK.
Balconies: limited on Ambience (66 cabins), more plentiful on Ambition.
Accessible cabins: each UK ship has 13 wheelchair-accessible cabins. Book these early.
Tip: on older ships, cabins near the stern or over the theatre can be noisier. Check the deck plan before choosing a guaranteed fare.
Food and dining
The main dining room (the Buckingham, plus the Holyrood on Ambition) is included and runs traditional two-sitting dinners, with open seating at breakfast and lunch. The Borough Market buffet and the poolside Alfresco Grill are also included. Food and service in the main dining room get some of the best comments in Ambassador cruises reviews, and passengers with coeliac disease or allergies often single out the line’s care with dietary needs.
The buffet is the weak spot. Several reviewers say it gets crowded at peak times, with limited seating and limited hours. If you prefer a calmer breakfast, the main dining room is usually the better choice.
Venue
Ship
Cost (from, per person)
Buckingham / Holyrood main dining
Both
Included
Borough Market buffet, Alfresco Grill
Both
Included
Saffron (Indian and Asian)
Both
About £16.95
Lupino’s (Mediterranean)
Ambition
About £14.95
Sea & Grass (fine dining)
Ambience
About £27.95
Chef’s Table (nine courses with wine)
Both
About £89
Speciality restaurants are booked at reception once you’re on board. Prices can change, so treat the figures above as a guide.
Drinks packages and the real cost of an Ambassador cruise
Ambassador isn’t all-inclusive. For the 2026-27 season it sells three main packages, priced per person per night on cruises of five nights or more:
Package
Pre-cruise
Onboard
Covers
Premium
£49.95
£55.95
Premium spirits and wines, cocktails, speciality coffees, soft drinks
Classic
£42.95
£47.95
House wines and spirits, selected beers, house cocktails, soft drinks
Non-alcoholic
£20.95
£22.95
Soft drinks, juices, mocktails
Gratuities are included in package prices. Everyone in the cabin must buy the same package, and drinks are served one at a time by the glass. Prices are a little lower on cruises of 30 nights or more. For a full breakdown and a break-even calculator, see our Ambassador drinks packages guide.
A quick reality check on cost: headline fares are often low, so it’s worth adding up extras before comparing lines. Two people on a 7-night cruise who don’t buy a package pay about £98 in gratuities (£7 × 2 × 7). The same couple on the Classic package pay about £601 pre-booked, with gratuities included. A low fare plus a package can still beat a more inclusive rival, but not always. Do the sums for your own drinking habits.
Evening entertainment on Ambassador ships centres on the theatre, live music and quizzes. Photo: Ann Hannes on Pexels
Entertainment, atmosphere and service
Entertainment is traditional and low-key: production shows and visiting acts in the Palladium theatre, live bands, tribute nights, quizzes, bingo, dancing, craft workshops, guest speakers and a casino. There are no water slides, go-karts or Broadway-scale shows. Ambassador also runs themed sailings, such as music-decade cruises.
With mostly adults on board, sea days are generally quiet and sociable. Service is the most consistently praised part of the product. Reviewers repeatedly call the crew warm and attentive. Lower scores tend to focus on the hardware (ship age, maintenance, buffet crowding) rather than the people.
Itineraries
From the UK, expect a mix of:
Short breaks of 2–5 nights to Belgium, the Netherlands and France, including festive Christmas market cruises.
Norwegian fjords and Iceland, often from Newcastle, Dundee or Tilbury.
British Isles and Ireland round-Britain itineraries.
Winter sun to the Canary Islands, Iberia and the Mediterranean, plus longer voyages and a world cruise.
Caribbean fly-cruises on Renaissance from Barbados, with stops such as Antigua, St Lucia, Curaçao, Bonaire and Dominica.
Pros and cons of Ambassador Cruise Line
Pros
Cons
No-fly sailings from seven regional UK ports
Older ships, with visible wear in some cabins and public areas
Almost entirely adults-only
Buffet can be crowded with limited seating at peak times
Friendly, well-reviewed crew
Fewer facilities and less entertainment than big modern ships
Strong range of solo cabins on Ambience
Not all-inclusive; gratuities and drinks add to the fare
Main dining room and dietary care get good reviews
Fewer balcony cabins on Ambience
Competitive fares, especially in sales
Mixed reports on disembarkation and parking at some ports
Who Ambassador suits, and who it doesn’t
Good fit: over-50s and retirees who prefer a classic style (see our pick of the best cruises for over 50s). It also suits solo travellers, people who don’t want to fly, anyone living far from Southampton, and couples who want a quieter, child-free ship.
Probably not for you: families with children outside the few multi-generational dates, anyone who wants modern ships with lots of balconies, people who need plenty of nightlife or big-ticket attractions, and travellers who want everything included in the fare. If you’re weighing it against Britain’s biggest line, our P&O Cruises vs Ambassador comparison sets the two side by side.
Is Ambassador good value? Price guidance
Ambassador generally prices itself below the bigger British brands, and it runs frequent sales, sometimes with discounted drinks packages or included gratuities. Fares change a lot with date, cabin grade and how far ahead you book, so it’s not useful to quote a single figure. Compare the per-night price after adding gratuities and drinks, look at solo fares if you’re travelling alone before you book. Always confirm the current offer and terms on the official Ambassador website or with your travel agent.
Ambassador Cruise Line review: the verdict
Ambassador does the basics well: friendly crew, decent food, easy departures from close to home, and a calm, adults-focused atmosphere. Its ships are old and it doesn’t hide that, so the experience suits passengers who value convenience and atmosphere over the newest features. Go in with that expectation, budget for the extras, and it’s a sensible, good-value choice for UK cruising.
FAQs
Is Ambassador Cruise Line any good?
For the right passenger, yes. Ambassador gets consistent praise for friendly crew, convenient no-fly departures from regional UK ports and good value. The most common criticisms are the age of the ships, cabin wear and tear, and busy buffets at peak times. Average review scores sit in the mid-3s to high-3s out of 5 on the big review sites at the time of writing.
Is Ambassador Cruise Line adults only?
Mostly. Ambassador sailings are for guests aged 18 and over, apart from a small number of named multi-generational cruises in school holidays. The line has said its 2027-28 no-fly programme from the UK will be entirely child-free. Check the booking page for your sailing to be sure.
How many passengers does Ambassador Ambience carry?
Ambience carries up to about 1,400 guests and has around 800 cabins, 89 of them solo cabins. Ambition is a little smaller, with up to about 1,200 guests and 680 cabins.
Are gratuities included on Ambassador cruises?
Not in the basic fare. At the time of writing, gratuities are added automatically at about £7 per person per night (£6 on cruises over 15 nights), and you can adjust them at Guest Services. Gratuities are included if you buy a drinks package.
What ships does Ambassador Cruise Line have?
For UK no-fly cruises, Ambassador uses Ambience and Ambition. Renaissance, a former Holland America ship, sails for the group’s French brand and runs the winter Caribbean fly-cruises from Barbados. A fourth ship, the ex-Oceania Sirena, will become Ambella and sail for a new German brand from 2028.
Ambassador Cruise Line is one of the newest ocean cruise lines in the world, having been founded in 2021. But where did the cruise line come from, and who’s behind it?
And what’s the big change in 2025?
In this guide, I’ll clear up some of the background info for Ambassador Cruise Line, including its ties to a former cruise line.
Affiliate link: if you book through it, we may earn a commission at no extra cost to you.
The Ambassador Group
Ambassador Cruise Line was formed as a private company that was not owned by another cruise line company.
However in 2025 it was announced that the cruise line was merging with Compagnie Française de Croisières (CFC), a cruise line based in France, to become The Ambassador Group.
Other British cruise lines tend to be part of bigger companies. P&O Cruises is owned by the Carnival Corporation, and Marella Cruises is part of the TUI Group.
Ambassador Cruise Line is still smaller, and the Ambassador Group only has three ships – but it is now part of a group rather than being completely indepenent.
Ambassador’s history
Ambassador Cruise Line was a completely new cruise line that was formed in 2021. However, some people believe it is a reincarnation of Cruise & Maritime Voyages, a British cruise line that ceased trading in 2020. The company does have ties to CMV, including being based in the same area and having the same CEO.
So it would be naive to say the companies are not linked at all – the fact that one cruise line went defunct and then its CEO formed part of a new company, based in the same area and serving the same market, just a year later is hardly a coincidence.
Ambassador is positioned slightly differently to CMV. Ambassador is not a luxury cruise line but it is more premium, whereas Cruise & Maritime Voyages was more of a cheap, traditional cruise offering.
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Ambassador Cruise Line’s CEO
The CEO of Ambassador Cruise Line is Christian Verhounig. Verhounig has worked in the cruise industry for over 25 years and prior to his role at Ambassador, he was the CEO and Chairman of Cruise & Maritime Voyages from 2011 until 2020.
Christian Verhounig – CEO and Board Director
You can find him on Twitter if you want to see what he’s getting up to.
Ambassador Cruise Line’s CFO
The Chief Financial Officer of Ambassador Cruise Line is Matthias Seeger. Unlike CEO Christian Verhounig, Seeger does not have ties to Cruise & Maritime Voyages and indeed has no prior cruise experience, with his background being in FMCG and Retail.
Matthias Seeger – CFO
Indeed, the management team of Ambassador Cruise Line is a mix when it comes to cruise experience. Only Christian Verhounig comes from Cruise & Maritime Voyages, with the rest of the senior Ambassador team having a blend of maritime, retail and financial roles behind them.
The Chief Commercial Officer (CCO) of Ambassador Cruise Line is Phil Gardner. He has a background in travel, previously working for Thomas Cook and TUI.
Phil Gardner – CCO
Ambassador Cruise Line’s base of operations
Ambassador Cruise Line is based in Purfleet, Essex. Most of the cruises that are operated by the cruise line sail from London Tilbury, the nearest port to Purfleet. However, the second ship in the fleet, Ambition, offers cruises from regional ports around the UK as well.
Her home port will still be London Tilbury, but guests can also book cruises from Newcastle, Dundee, Liverpool, Belfast, Bristol and Falmouth.
The fleet’s history
Ambassador Cruise Line currently has two ships in the fleet. The first, Ambience, was purchased from Ocean Builders, where there had been talks of converting her into a floating hotel.
Prior to that, the ship had sailed for P&O Cruises Australia as Pacific Dawn, and before that she had debuted as Regal Princess for Princess Cruises, back in 2001.
The second ship in the fleet, Ambition, was purchased from AIDA Cruises where she had sailed as AIDAmira. Before that, she had sailed for Costa Cruises as the Costa neoRiviera, for Ibero cruises as Grand Mistral, and originally she debuted as Mistral for Festival Cruises in 1999.
Ambassador Cruise Line has been registered with ABTA since September 2022. While the cruise line was not a part of ABTA when it first formed, all guests are now protected by the scheme.
ABTA stands for the Association of British Travel Agents and it is a safety net for guests – if a company is registered with ABTA and then for any reason has to fold or go bust, it means that guests are guaranteed a refund of their booking, even if the company itself can’t afford to pay.
It also means that, if a company goes bust while you’re abroad on holiday with them, you will be transported home.
Ambassador Cruise Line definitely has some past ties to Cruise & Maritime Voyages but with a different fleet of ships and a brand new management team, barring CEO Christian Verhounig, it is a new company.
It does fill the gap in the market left by CMV though – offering no-fly cruises from the UK with a primary audience of over 50s. However, the newer ships and more premium style of cruising have a broad appeal so adults of any age can enjoy a cruise with them.
The 2025 changes, including the merger with Compagnie Française de Croisières (CFC) to form the Ambassador Group, shouldn’t take anything away from the experiences that the cruise line offers.
Both brands will still maintain their individual itineraries. The only big exciting thing is the launch of Caribbean cruises for the group, which has previously specialised in no-fly cruises from the UK (Ambassador) and France (CFC).
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Don’t miss the latest Ambassador Cruise Line offers…
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Jenni Fielding is the founder of Cruise Mummy. She has worked in the cruise industry since 2015 and has taken over 30 cruises. Now, she helps over 1 million people per month to plan their perfect cruise holidays.
The Ambassador Cruise Line drinks package now comes in three versions: Non-Alcoholic, Classic and Premium. For most sailings of 5 to 29 nights, they cost £20.95, £42.95 and £49.95 per person per night when bought before you sail, and a few pounds more if you buy onboard. Everyone in the cabin has to buy the same package. Whether it pays off depends on how many drinks you have a day, and for most people the Classic package breaks even at around six to nine drinks.
This guide covers the current package names, what each one includes, prices for every cruise length, the rules, typical bar prices and a break-even table you can use to decide before you book. Prices were checked against Ambassador’s own website in November 2026. Ambassador changes prices from season to season, so always confirm before you pay.
Ambassador Cruise Line drinks package names: what changed
Ambassador used to sell its packages under adventure-themed names. It has since renamed them so you can tell more easily what each one covers:
Experience is now the Non-Alcoholic Drinks Package
Explorer is now the Classic Drinks Package
Expedition is now the Premium Drinks Package
Some travel agent pages and older booking confirmations still use the old names, but the packages are the same. A separate Water Package can be added to any of them or bought on its own.
The other recent change concerns measures. In 2026, cruise news sites reported that Ambassador had cut its standard spirit measure from 40ml to 25ml, the usual UK pub measure. At the same time it dropped the old limit of 15 alcoholic drinks per person per day for package holders, and doubles (50ml) can now be ordered. Ambassador’s terms now list 25ml as the standard measure and give no daily cap. The rule of one drink per person at a time, with at least 15 minutes between orders, still applies.
What each Ambassador drinks package includes
Premium Drinks Package
This is the top tier. It covers premium spirits and wines by the glass, selected beers and ciders, eligible cocktails, speciality coffees, Teapigs teas, soft drinks, juices, mocktails and water by the glass. It is the only package that includes bar tea and coffee.
Classic Drinks Package
Classic covers house wines, house-brand spirits, selected beers and ciders, eligible house-brand cocktails, soft drinks, juices, mocktails and water by the glass. Premium drinks and speciality coffees cost half price at the bar for Classic holders. That helps if you only want the odd premium gin or cappuccino.
Non-Alcoholic Drinks Package
This one covers soft drinks, selected juices, mocktails and water by the glass. Hot speciality coffees are not included.
Service charges and gratuities on the drinks are built into all three packages, and you cannot remove that part of the price. None of the packages covers minibar items, bottled or cabin water, shop purchases, or whole bottles of wine, champagne or spirits.
Ambassador drinks package prices for 2026/27
For cruises of five nights or longer, prices are per person, per night. Booking before you sail is cheaper than buying onboard.
Package
5-29 nights, pre-cruise
5-29 nights, onboard
30-69 nights, pre-cruise
30-69 nights, onboard
Non-Alcoholic
£20.95
£22.95
£18.95
£21.95
Classic
£42.95
£47.95
£37.95
£44.95
Premium
£49.95
£55.95
£44.95
£51.95
Short breaks of two to four nights are priced per person for the whole cruise rather than per night:
Cruise length
Non-Alcoholic (pre / onboard)
Classic (pre / onboard)
Premium (pre / onboard)
2 nights
£65 / £85
£109 / £129
£129 / £149
3 nights
£87 / £107
£142 / £162
£175 / £195
4 nights
£109 / £129
£186 / £206
£219 / £239
As a guide, a couple on a seven-night cruise would pay about £601 for two Classic packages or £699 for two Premium packages if they book before sailing. On a 14-night cruise, the same couple would pay about £1,203 for Classic or £1,399 for Premium. That gap is why the break-even maths below is worth doing.
The Water Package
Water by the glass is free at bars and restaurants. If you want refills to carry around, the Water Package costs £10.45 with your own bottle or £18.85 with a 500ml Ambassador aluminium bottle. Both give refills for up to 14 nights. Bottled water in your cabin costs £2 a bottle.
Spirits on Ambassador ships are now poured in 25ml measures. Photo: Kinz-studio Photographe on Pexels
Ambassador drinks package rules to know before you buy
Everyone in the cabin must buy the same package. You cannot have one Premium and one Non-Alcoholic package in a shared cabin, and the package must cover the whole cruise.
Age limits: Ambassador’s terms say the Non-Alcoholic and Classic packages are for guests aged 18 and over.
Booking deadline: You can pre-book up to seven days before departure. After that, you can only buy onboard at the higher price, and you must do so within about 24 hours of boarding (the cut-off is in the daily programme).
Payment and cancellation: Full payment is due 90 days before sailing, or straight away if you book later. Packages cancelled within 14 days of departure are not refunded.
No sharing: Packages are for the holder only. If you order a drink for someone without a package, your package can be cancelled without a refund.
One drink at a time: You can order one drink per person, with at least 15 minutes between orders.
Disembarkation day: On the morning you leave, drinks are charged at normal bar prices.
By the glass only: Bottles are excluded and no package discount applies to them. Private and special events are also excluded.
Onboard drink prices on Ambassador ships
To judge the value of a package, you need to know what you would otherwise pay. These figures come from Ambassador’s general bar menu dated July 2026. Prices can change, and individual venues may differ.
Drink
Typical bar price
Pint of draught lager or bitter
£5.80
Bottled beer (330ml)
£4.50
Pint of draught cider
£6.30
House wine, 125ml / 250ml
£4.80 / £9.50
House spirit (25ml) with mixer
about £7.10
Premium spirit (25ml)
£6.00 to £7.80, plus mixer
Cocktail
£7.40
Mocktail
£4.50
Soft drink or juice
£3.15
Speciality coffee
£6.30
Ambassador’s bar prices are fairly modest compared with many big-ship lines, and that affects the maths. A drinks package that is good value on a line charging £10 for a cocktail is harder to justify where a pint costs under £6.
Is the Ambassador drinks package worth it? Break-even table
This table shows roughly how many drinks a day you need for each package to cost less than paying at the bar. It uses the pre-cruise and onboard prices for 5-29 night cruises and the bar prices above.
If you mostly drink…
Classic pre-cruise (£42.95)
Classic onboard (£47.95)
Premium pre-cruise (£49.95)
Pints of lager (£5.80)
7.4 a day
8.3 a day
8.6 a day
125ml house wine (£4.80)
8.9 a day
10 a day
10.4 a day
Spirit and mixer (£7.10)
6 a day
6.8 a day
7 a day
Cocktails (£7.40)
5.8 a day
6.5 a day
6.8 a day
For the Non-Alcoholic package at £20.95 a night, you need about seven soft drinks (£3.15 each) or five mocktails (£4.50 each) a day.
Sample days compared with the Classic package
Light drinker: two soft drinks, a pint and two small glasses of wine comes to about £21.70. Paying as you go is much cheaper.
Moderate drinker: two soft drinks, two pints, two small wines, a cocktail and a gin and tonic comes to about £42. That is close to break-even, so the package only pays off if you drink this much every day, port days included.
Sociable drinker: two soft drinks, three pints, a large wine, two cocktails and two gin and tonics comes to about £62. The Classic package saves around £19 a day.
Premium tastes: two speciality coffees, two premium gin and tonics, two cocktails and a large wine comes to about £53. Premium at £49.95 saves a few pounds. Classic plus half-price premium extras would come to about £56 for the same day, so Premium is the better fit for this kind of drinker.
Two things are easy to miss. First, because spirits are now poured as 25ml singles, a “drink” in a spirit-based day contains less alcohol than it once did. Some people will order more rounds, and others will find they drink less than they expected. Second, the package must cover every night of the cruise, including long port days when you may be ashore until dinner. Count those days honestly. A couple who drink only in the evenings rarely recover the cost.
Ambassador Fare: bundled drinks and gratuities
Ambassador sells two fare types. The Saver Fare covers the basics: your cabin, full-board dining, entertainment and port taxes. The Ambassador Fare adds gratuities and a drinks package. According to Ambassador’s drinks package page, choosing the Ambassador Fare when you first book gets you the Premium package at 15% off. If you know you want Premium, compare the Ambassador Fare with the Saver Fare plus a separately bought package.
Gratuities for guests not on the Ambassador Fare are £7 per person per night, or £6 on cruises of 16 nights or more. Ambassador also runs time-limited drinks offers on selected seasons, so check the current deals page before buying a package outright. For a wider look at how the line compares with its nearest rival, see our guide to P&O Cruises vs Ambassador Cruise Line.
Alcohol cannot be packed for an Ambassador cruise, but some soft drinks can. Photo: Timur Weber on Pexels
Can you bring your own drinks on an Ambassador cruise?
Not alcohol. Ambassador’s FAQs say bringing alcohol aboard at embarkation is strictly prohibited. Any alcohol found is taken and held until the end of the cruise. Wine, spirits and beer bought ashore must be handed to Security when you return to the ship, and you get them back when you disembark.
You can bring up to 12 cans or small bottles of soft drinks per cabin. These are for your cabin only and cannot be drunk in public areas. This is a cheap way to cover mixers or fizzy drinks if you skip the Non-Alcoholic package.
How Ambassador compares with other lines
Ambassador’s packages sit at the more affordable end of the UK market. P&O’s packages generally cost more per night, though P&O’s bar prices are higher too. Our P&O drinks package guide sets out those numbers. Marella takes a different approach: most of its fares include selected drinks as standard, while Ambassador treats drinks as an add-on or a fare upgrade. To see every major line side by side, read our cruise drink packages comparison.
FAQs
How much is the Ambassador drinks package per day?
On 5-29 night cruises, pre-cruise prices are £20.95 (Non-Alcoholic), £42.95 (Classic) and £49.95 (Premium) per person per night. Onboard prices are £22.95, £47.95 and £55.95.
Do both people in a cabin have to buy the Ambassador drinks package?
Yes. Packages are only available if everyone in the cabin buys the same one, for the whole length of the cruise.
Is there a daily drinks limit on Ambassador’s packages?
Not any more. The old 15-drink daily cap has been dropped. You can still only order one drink at a time, at least 15 minutes apart, and spirits are served in 25ml measures.
What happened to the Explorer and Expedition packages?
They were renamed. Explorer is now Classic, Expedition is now Premium, and Experience is now Non-Alcoholic.
Can I take alcohol on an Ambassador cruise?
No. Alcohol brought aboard at embarkation or bought in port is held by Security and returned at the end of the cruise. Up to 12 soft drinks per cabin are allowed.
