Ambassador and Fred. Olsen are two traditional, UK-focused cruise lines that are often compared by travellers looking for a quieter, more classic cruise experience.
While they appear similar at first glance, the onboard experience, atmosphere, and target audience can feel quite different when you are onboard.
Who These Cruise Lines Are
Ambassador
Ambassador Cruise Line are a newer cruise line focused on affordable, traditional cruising with a strong emphasis on no-fly itineraries from the UK.
The line was founded by former executives of the now-defunct cruiseline, Cruise & Maritime Voyages (CMV).
Cruise and Maritime went into administration in July 2020, due to the Covid pandemic.
Ambassador offer mostly affordable, traditional cruises from regional UK ports, and target the 50+ market.
Fred. Olsen
Fred. Olsen Cruise Lines is a long-established cruise line known for smaller ships, destination-focused itineraries, and a loyal repeat customer base.
Fred. Olsen was originally established in 1848 in Hvitsten, Norway, when three Olsen brothers – Fredrik Christian, Petter, and Andreas – began an international shipping business.
This formed the foundation of the family-owned enterprise that continues to this day.
Fleet Size, Ships and Passenger Numbers
Both cruise lines have three ships in their fleets
Ambassador
Ambassador has three ships, Ambition, Ambience and Renaissance.
- Ambience carries around 1,400 passengers, has roughly 798 cabins, a gross tonnage of about 70,285 GT, and is the largest ship in the fleet.
- Ambition carries around 1,200 passengers, has approximately 713 cabins, and a gross tonnage of about 48,123 GT.
- Renaissance carries about 1,100 to 1,200 passengers in 629 cabins and is about 55,575 GT.
Ambassador Renaissance has strong French ties; it’s operated by the French line Compagnie Française de Croisières (CFC), which merged with Ambassador Cruise Line in early 2025.
The ship serves both British and French markets, with French amenities and a French crew.
It was even renovated in France and homeports in French cities like Marseille, offering authentic French cruise experiences.
Fred. Olsen
Fred. Olsen also has a fleet made up of three ships.
- Bolette and Borealis each carry around 1,330–1,350 passengers and are just over 62,000 GT,
- Balmoral is smaller, with a passenger capacity of around 1,250 to 1,340 guests and is 43,537 GT
The size of the ships in both fleets means that they can visit smaller ports that the mainstream cruise lines just can’t get to.
Onboard Atmosphere and Pace
Ambassador
Ambassador generally feels like a livelier and more mainstream cruiseline, with more people onboard and a busier atmosphere.
Fred. Olsen
Fred. Olsen’s ships have a quieter, more relaxed pace and probably an older overall passenger demographic. There is a calmer onboard environment, and plenty of crew to look after the passengers.
When I went on a winter Northern Europe mystery cruise, it was very cold. When we got back onboard, the crew gave us hot squash to warm us up.
I think that sums up Fred. Olsen – they really look after you – and what a totally British experience!
The Fred Olsen cruise definitely felt more luxurious and premium to me than the Ambassador experience.
Itineraries and Destinations
Both Fred Olsen and Ambassador sail from multiple regional ports in the UK.
Ambassador
Ambassador sail good-value itineraries to popular regions, often stopping at smaller ports you may not have visited before.
They have many themed cruises, for example: 70s/80s/90s cruises, Battle of the Bands, Art and Craft cruises, cruises with Radio and TV personalities – there is something for everyone.
Fred. Olsen
Fred. Olsen’s ships sail on destination-led scenic routes and to smaller or less-visited ports.
They also have a number of “Mystery Cruises” where you don’t know where you will end up!
I took one of those with my dad. Find out where we ended up here:
Both cruise lines offer a number of Fly-Cruises, if you prefer to sail further away from home.
Dining Style and Social Experience
Both lines are traditional and have fixed dining with two sittings.
Table sharing is the norm.
Many travellers, particularly solo travellers, love the social atmosphere on board both cruise lines.
Both lines have dress codes and formal nights.
Entertainment and Onboard Activities
Ambassador
Ambassador offers a more traditional cruise entertainment mix along with many themed cruises.
Ambassador Cruise Line offers dedicated “Craft Cruises” in partnership with “Supercraft”. They feature expert-led workshops in painting, knitting, jewellery making, and more, with activities suitable for all skill levels.
Cruises offer a friendly environment to learn new crafts, use provided kits, and spend time with fellow creative guests, while sailing to inspiring destinations.
There are plenty of trivia quizzes on offer, and they are always well attended.
Fred. Olsen
Fred. Olsen offers a range of entertainment, including production shows (musical theatre, pop, rock), comedians, illusionists, live music, classical recitals, and themed events.
They often place greater emphasis on lectures, talks, and enrichment, and you can learn a lot about the countries and ports you are visiting along the way.
I took a trip to Norway onboard Fred Olsen’s Bolette. We had interesting lectures about the Northern Lights and the different ports we would be visiting.
When the Northern Lights were spotted, an announcement would be made, so that everyone could rush out and see them!
Have a look at that very memorable cruise here:
Cabins and Comfort
Ambassador
Ambassador Cruise Line’s ships sailed for several major cruise lines before joining their fleet, with Ambience (ex-Pacific Dawn) sailing for P&O Australia and Princess Cruises, and Ambition (ex-AIDAmira) sailing for AIDA Cruises, Costa Cruises, and Ibero Cruises.
Their newest ship, Renaissance, previously sailed for Holland America Line as the MS Maasdam.
In places, these ships look a little worn. Public areas, bars and restaurants have been upgraded, but some of the cabins leave a lot to be desired.
Ambience was nearly scrapped in 2020. After sailing as Pacific Dawn for P&O Australia, she was due to be sold to Cruise and Maritime.
As they went into administration, the ship was going to be scrapped. She was saved when the new company, Ambassador, was formed and bought the ship.
Fred. Olsen
Fred. Olsen’s newer ships, Bolette and Borealis, previously sailed for Holland America Line (HAL) as the Amsterdam and Rotterdam, before being bought by Fred. Olsen to modernise their fleet.
Balmoral was built in 1988 by the Meyer Werft shipyard in Papenburg, West Germany, as Crown Odyssey for Royal Cruise Line. She has also sailed for Norwegian Cruise Line as Norwegian Crown and Orient Lines as Crown Odyssey.
In 2007/2008, Balmoral was lengthened by 30 m (98 ft) at the Blohm & Voss shipyard in Hamburg prior to entering service with Fred. Olsen.
Find out more about the ship lengthening process here:
These Cruise Ships Were Cut in Half: Why and How (Royal, MSC, NCL & More)
Generally, Fred Olsen’s ships are very well cared for. The decor may be a little dated in places, but I have never seen anything broken or in need of repair.
Pricing and Value for Money
Ambassador
You can get some really cheap deals with Ambassador Cruise Lines. I would class them as a budget cruise line.
When booking Ambassador deals, you need to be aware that, due to the age of the ships, they will not match the facilities and cabins found on newer cruise ships.
The ships were built at a time when ship design featured mostly inside and ocean view cabins, with fewer balcony cabins available.
This means that balcony cabins are more in demand and cost a fair bit more than inside or oceanview cabins.
You will need to buy a drinks package or drinks onboard, along with a daily gratuity, which is common with traditional cruise lines.
I went into my last Ambassador cruise with low expectations, but I think I got good value for money.
Have a look at that cruise here:
Fred.Olsen
Fred. Olsen’s prices are higher than Ambassador’s, but you will receive a far more premium experience.
There are plenty of staff around to look after the guests, and the atmosphere on board is calm and relaxed.
Fred Olsen sails some wonderful itineraries, and many include days of scenic cruising.
Their smaller ship, Balmoral, visits ports like Antwerp, which involves the ocean-going ship sailing down the Scheldt River. It is a really interesting experience.
It is like being on a river cruise, but you are onboard an ocean-going vessel – it’s rather unusual!
Again, you will need to buy a drinks package or drinks onboard, but Fred.Olsen now includes gratuities within the cruise fare. I much prefer this. I wish all cruise lines would do it!
Guest Demographics and Average Age
Ambassador
Ambassador attracts a broader adult audience. While many guests are still over 50, the overall demographic tends to feel slightly younger and more mixed than Fred. Olsen.
Both cruiselines attract an adult audience, with only a few sailings open to families with children.
Ambassador calls these “designated multi-generational cruises”, so if you have children, you will need to look out for them. They are available during the school holidays.
Fred. Olsen
Fred. Olsen typically attracts a mature, predominantly British audience, with the average passenger age often 60+.
They have a high number of repeat cruisers, which shows that guests have a great time onboard and are keen to sail with Fred. Olsen on a regular basis.
Fred. Olsen offers adult-only sailings, and from 2026, Fred. Olsen’s Borealis will be an adult-only vessel.
That said, there are no dedicated children’s facilities, so if your children are looking for water slides and amusement arcades, they will be disappointed…
Which Cruise Line Is Best for You?
If you just want good value for money, and no-fly UK itineraries sailing from multiple UK ports, then Ambassador might fit the bill.
I would prefer to go on an Ambassador cruise with a port-intensive itinerary, as the ships lack the modern amenities of newer ships.
My first experience of Ambassador wasn’t good, as my cruise was cancelled once we were onboard. My second cruise with them was far more successful though.
Find out about that unsuccessful first cruise here:
Fred Olsen offers a far more premium experience overall. They have a great range of itineraries, also stop at smaller ports and visit interesting destinations.
The ships themselves, although older, are kept in great condition, and if you prefer a smaller or mid-sized cruise ship, they might suit you really well.
Neither of these cruise lines would be my first choice, as I prefer a more relaxed, less formal cruise without the set dining times and dress codes.
That said, I would be happy to sail with either again!
Before You Go
Both Ambassador and Fred. Olsen have porthole and picture window cabins on their ships. Have a look at the differences between the two here:
Porthole vs Picture Window: The Big Difference Between Two “Oceanview” Cabins
When I was last on a Fred. Olsen cruise, we had an emergency helicopter evacuation. Find out what happened here:
Our Cruise Needed an Emergency Helicopter Evacuation – Options & More
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