As of September 15, the Compagnie Française de Croisières will adopt the name Ambassador Croisières, marking a new step in its integration into the British Ambassador group.
A evolution likely to raise concerns about diluting its French identity. Maëlysse Pierrot-Guibourt, president of Ambassador Croisières, wants precisely to put an end to this worry.
« We change our name, we change our color, but we do not change our vision of cruising », she assures at the IFTM show where the company has a stand. « Our fundamentals remain the same, we change the name but not the course »
The leader acknowledges that the rapprochement with Ambassador, which occurred in 2025, had already raised questions. Some feared then that CFC « would become English ». « We have shown that this is not the case », she recalls.
A evolution likely to raise concerns about diluting its French identity. Maëlysse Pierrot-Guibourt, president of Ambassador Croisières, wants precisely to put an end to this worry.
« We change our name, we change our color, but we do not change our vision of cruising », she assures at the IFTM show where the company has a stand. « Our fundamentals remain the same, we change the name but not the course »
The leader acknowledges that the rapprochement with Ambassador, which occurred in 2025, had already raised questions. Some feared then that CFC « would become English ». « We have shown that this is not the case », she recalls.
Renaissance changes colors, not its mission
The change will be clearly visible. Renaissance completes its transition to the colors of its parent company.
After a gradual transformation of its visual identity, its emblem abandons notably the CFC acronym in favor of Ambassador’s “A”.
But the ship will preserve its Francophone positioning, its ambiance, its gastronomy and a largely Francophone hotel crew. The company also aims to continue distinguishing itself from the very large ships, with calls sometimes inaccessible to the biggest units and more time devoted to destinations.
Not a question either of reconsidering French departures: Marseille will remain the gateway to the Mediterranean, Dunkirk the gateway to Northern Europe and Pointe-à-Pitre the gateway to the Caribbean.
The new branding chosen by the company sums up this positioning: « Voyager. Au plus près ».
« A journey isn’t necessarily about going far. It’s also about getting closer. », explains Maëlysse Pierrot-Guibourt. Destinations and cultures, but also the other passengers, the common French language aboard should foster encounters.
After a gradual transformation of its visual identity, its emblem abandons notably the CFC acronym in favor of Ambassador’s “A”.
But the ship will preserve its Francophone positioning, its ambiance, its gastronomy and a largely Francophone hotel crew. The company also aims to continue distinguishing itself from the very large ships, with calls sometimes inaccessible to the biggest units and more time devoted to destinations.
Not a question either of reconsidering French departures: Marseille will remain the gateway to the Mediterranean, Dunkirk the gateway to Northern Europe and Pointe-à-Pitre the gateway to the Caribbean.
The new branding chosen by the company sums up this positioning: « Voyager. Au plus près ».
« A journey isn’t necessarily about going far. It’s also about getting closer. », explains Maëlysse Pierrot-Guibourt. Destinations and cultures, but also the other passengers, the common French language aboard should foster encounters.
90% occupancy in 2026
Ambassador Croisières approaches this brand change with encouraging results. “We had a very good year in 2026. We are averaging a 90% occupancy rate to date,” announces its president.
Dunkirk, in particular, has found its audience. The occupancy rate there also reaches about 90%, or slightly more depending on the executive.
The northern port has allowed the company to reach new customers, some of whom had never taken a cruise, and also to move closer to the Belgian market.
Dunkirk, in particular, has found its audience. The occupancy rate there also reaches about 90%, or slightly more depending on the executive.
The northern port has allowed the company to reach new customers, some of whom had never taken a cruise, and also to move closer to the Belgian market.
Travel agencies account for 60% of bookings
The next step will come very quickly. The 2028 program will be unveiled at the end of September, one month earlier than last year, with its long list of novelties including Egypt entering the program and Ireland making a comeback, with an itinerary including Cork and Dublin.
The move to the Ambassador brand will finally be accompanied by a significant communication effort.
Ambassador Croisières will thus launch a television campaign in October, aimed at quickly establishing its new identity with the general public. Specific materials will be offered to agencies to facilitate the transition from CFC to Ambassador and to improve the brand’s visibility at points of sale.
New brochures in Italianate format, counter stands, or large-format totems are expected to appear in agencies.
The move to the Ambassador brand will finally be accompanied by a significant communication effort.
Ambassador Croisières will thus launch a television campaign in October, aimed at quickly establishing its new identity with the general public. Specific materials will be offered to agencies to facilitate the transition from CFC to Ambassador and to improve the brand’s visibility at points of sale.
New brochures in Italianate format, counter stands, or large-format totems are expected to appear in agencies.
