Ambassador Cruise Line recently welcomed 21 valued travel trade partners aboard Ambience for a festive FAM trip showcasing the affordable quality cruise line’s popular ‘Canals and Cultures of Hamburg and Amsterdam’ itinerary.
*All details correct at time of publish (23 December 2025)
Sailing from London Cruise Terminal on Saturday 29 November, the sailing was hosted by Emma Rodgers, Divisional Sales Manager – North, alongside Jade Cheadle, Business Development Executive – South West and Wales.
The five-night sailing allowed agents to experience Ambassador’s famous ‘warmest welcome at sea’ complete with amazing entertainment, outstanding cuisine and exceptional service while exploring two of Northern Europe’s most festive cities in the run-up to Christmas.
Participating agencies included Fred. Olsen Travel, Dawson and Sanderson, Cruise.co, Hays Travel, Travel Counsellors, Althams Travel, Lincolnshire Co-op, Cruise Circle, Millington Travel, Your Holiday Booking, Travelosophers, Cartwright Travel, Blue Bay, ROL, Polka Dot Travel and more.
The itinerary included calls to Hamburg and Amsterdam, with sea days allowing agents to immerse themselves fully in Ambience’s onboard experience. Highlights included a welcome drinks reception in the Observatory, meals in Buckingham Restaurant and speciality dining venues Saffron and Sea & Grass, a formal night, a Captain’s presentation and Meet the Officers session and bridge and galley tours.
The agents also enjoyed a variety of hosted activities, including cocktail making, towel folding, yoga and choir practice. A special ‘Purple Night’ celebration saw agents embrace Ambassador’s brand colours ahead of an evening of live music and entertainment.
Ashore, agents enjoyed a curated programme of Destination Experiences. In Hamburg, the group took part in A Snapshot of Hamburg at Christmas, offering a seasonal introduction to the city’s festive markets and historic highlights.
In Amsterdam, the programme included a scenic canal cruise, a visit to the Rijksmuseum, a stop at Royal Coster Diamonds and lunch at the city’s well-known Dutch Pancake Masters.
Emma Rodgers, Divisional Sales Manager – North at Ambassador Cruise Line, said:
“FAM trips remain one of the most effective ways for our trade partners to truly understand the Ambassador experience. This sailing offered a brilliant balance of festive destination discovery and time on board Ambience, allowing agents to see first-hand the quality of our product, the warmth of our crew and the experiences our guests value most.”
Ambassador continues to place the trade at the heart of its growth strategy, with an ongoing programme of ship visits, FAM trips and tailored training designed to support agents in confidently selling the brand.
The November FAM trip forms part of Ambassador’s wider agent-first approach, ensuring partners are equipped with the knowledge and first-hand experience needed to showcase its affordable quality no-fly and fly-cruise offering.
For more information, visit Ambassador’s dedicated agent portal: ambassadorcruiseline.com/travel-partners
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