These Cruise Lines Are NOT Owned by American Companies: A Hidden Gem Guide

So many of the big cruise lines we know and love are owned by American companies.

The biggest players in the industry by far are Carnival, Royal Caribbean, and Norwegian Cruise Lines.

You may think you are making a different choice by booking with Holland America or Celebrity, for example. But Holland America is owned by Carnival, and Royal Caribbean International owns Celebrity… It can all be a bit of a minefield if you are looking for something different!

I’ve cruised with many cruise lines from places like the UK, Italy or Greece, the experience is often very different to cruising with an American cruise line, but I like it.

Why You Might Want To Try A Non-American Line

I enjoy cruising with the “big three” Cruise companies, and different cruise lines within the parent companies offer hugely different experiences – Holland America, Cunard, P&O and Celebrity cruises, for example, are all worlds apart.

By choosing a smaller or less well-known company, you might get a very different cruise experience and visit ports the mainstream cruise lines don’t go to.

You may want to consider the Italian Cruise line MSC when you cruise around the Mediterranean. You may get a far more authentic Mediterranean experience.

The food will be different from the big American Cruise Lines – as will the passengers! You will find multiple languages spoken onboard, and the crew always speak multiple languages fluently.

(Having said that, Costa cruises, which is considered to be an Italian cruise line, are also part of the Carnival Corporation!)

MSC Cruises (Italian)

• MSC are the fourth-largest cruise company in the world.
• They are a family-run company with “300 years of maritime heritage.”
• Gianluigi Aponte decided to establish the Mediterranean Shipping Company (MSC) in 1970. The company was set up to introduce new shipping routes with much bigger cargo ships than most other shipping companies at the time.
• MSC Cruises was established in 2002 when it became a subsidiary of the MSC Group.
• It has around 24 ships in its fleet and has launched many new ships in the past few years.
• MSC cruises offer good value family cruises, with lots on board their newer ships to keep every member of the family happy.

I sailed on one of MSC’s newer ships, World Europa, around the Mediterranean. Find out what I thought of her here:

Hapag-Lloyd Cruises (Germany)

• The company was formed in September 1970, with the merger of two German transportation/maritime companies.
• It has five ships in its fleet. Three are luxury cruise ships, and two are expedition ships.
• They offer bilingual cruises; German and English are spoken onboard.
• They cruise to many exotic locations, Antarctica, Asia., Pacific and the South Seas, the Caribbean, and Europe – to name but a few.

Viking Ocean Cruises (Norway)

• The company was established by Norwegian Torstein Hagen in 1997, as Viking River Cruises.
• The company now has three divisions – Viking River Cruises, Viking Ocean Cruises, and Viking Expeditions.
• Although they are well known as a river cruise company, they also boast a fleet of small, all-veranda, modern ocean ships.
• Viking is a luxury line offering all-inclusive cruises that focus on destination experiences. 
• They are an adult-only cruise line.

Celestyal Cruises (Greece)

• Based in Limassol, Cyprus, Celestyal Cruises is a cruise operator focusing on Greek island destinations.
• Celestyal Cruises was founded in 2014.
• Celestyal has two ships, Discovery and Journey. Both have had a life with other cruise lines before joining the company.
• Fares include complimentary WiFi, meals and soft drinks throughout the day, and many included dining options.

Marella Cruises (UK)

• Marella Cruises were formerly known as Thomson Cruises.
• They are a British cruise line operated by TUI UK,
• They offer fly-cruise holidays around Europe and the Caribbean from regional airports in the UK.
• They have five ships in their fleet. All ships were built in the 1990s and had previous lives sailing for other cruise lines.

Fred. Olsen Cruise Lines (UK/Norway)

• Although Fred. Olsen are a cruise company based in the UK, the company was founded in Norway. They are now in their fifth generation of the Olsen family ownership.
• Fred. Olsen has four ships in their fleet, all of which have had previous lives sailing for other cruise companies.
• They offer a traditional cruise experience, including set dining, table sharing, etc.
• They offer a more intimate cruising experience with personalised service.
• They sail from regional ports in the UK, and their ship can often dock in smaller ports that the bigger ships can’t access.
• They do tend to have an older passenger demographic.

I sailed to Norway onboard Fred.Olsen’s Bolette. Find out what I thought of the whole experience here:

Saga Cruises (UK)

• Saga Cruises exclusively markets to and operates for people aged 50 and over.
• They have two purpose-built cruise ships, Saga Discovery and Saga Adventure.
• Saga cruises include all-inclusive drinks and dining, gratuities, entertainment, and travel insurance.
• All cabins have balconies.

Ambassador (UK)

• Ambassador Cruise Lines was established in 2021 and focuses on providing “premium value” cruises.
  • Christian Verhounig, the former CEO of Cruise & Maritime Voyages, founded Ambassador after Cruise and Maritime went into administration. CMV could not find the funding they needed to continue after the COVID-19 pandemic.
• Ambassador have two ships, Ambition and Ambience, both are older ships who have previously sailed for other cruise companies.
• They sail from many regional ports around the UK.

Azamara Cruises (UK)

• Azamara were part of the Royal Caribbean Group but were sold to a private investment group, Sycamore Partners.
• They have four mid-sized ships that have all had previous lives sailing for other companies before joining the Azamara fleet.
• Azamara Journey, Quest, Pursuit and Onward can each carry up to 700 guests “to discover the hidden corners of the world that larger cruise ships simply cannot reach.”

I really loved the cruise I took with Azamara.

The small ports we visited, the outstanding food, and the drinks were all included in the cruise fare. Find out more about that here:

Asian Owned Cruise Lines

There are many Asian-owned cruise lines. Some of the most famous are:

• Dream Cruises (Hong Kong)
• Star Cruises (Hong Kong)
• Huaxia International Cruises (China)

Many lines cater to North American, European, and Australian passengers looking to cruise Asia, but there are also Asian-based ships and companies sailing the region that are designed for Asian passengers.

Asian cruise lines only seem to advertise in Asia, as they are designed for an Asian market.

Who Are the Big American Cruise Companies?

#1. Carnival Corporation

Carnival Corporation doesn’t just own the ships with the Carnival logo. They also own:

• AIDA Cruises
  • Aida are a German-speaking cruise line aimed at the German cruise market.
  • They have eleven cruise ships
  • They have been part of the Carnival Corporation since 2003.
  • You can book an Aida Cruise if you are not German, but be aware that German is the primary language spoken onboard.
• Costa Cruises
  • Costa was the leading European cruise line when Carnival bought a 50% stake in 1997.
  • Three years later, in 2000, it bought the line out completely.
  • Costa has 17 ships in its fleet.
  • Costa offers great value and fun cruises. Don’t book to sail with Costa if you want a chilled, relaxing experience!
• Cunard
  • This may be a shock to many, as Cunard is thought of as being a quintessentially British company.
  • Cunard was founded in 1840. It has a wealth of history, and many of its ships held the prestigious “Blue Ribbon” for making the fastest crossing of the Atlantic.
  • Cunard took over the famous “White Star Line” in 1947.
    • You may have heard of the White Star Line, as they were the owners of the ill-fated Titanic.
  • Carnival bought a large stake in the company in 1998 and bought the rest of the company out in 1999.
  • Cunard is still known as being a very traditional cruise line, with dress codes, table sharing and sedate daytime activities.
  • Cunard owns the last Ocean Liner at sea, the Queen Mary 2. They are famous for transatlantic and long-haul voyages.
  • Cunard’s headquarters are still in Southampton, England – despite their parent company Carnival being American.
• Holland America Line
  • This is another company with a long and illustrious history.
  • HAL was founded in Rotterdam in 1873.
  • In its first 25 years of operation, the company carried 400,000 people from Europe to the Americas.
  • Its main route was between Rotterdam and Hoboken in New Jersey. Other North American ports were added in the early 20th century.
  • In 1989 the company was taken over by Carnival Corporation, and now has its headquarters in Seattle.
  • HAL are a cruise line that offers great service, mid-sized ships, and itineraries to many destinations worldwide.
  • I haven’t yet sailed with Holland America, but it is very much on my “bucket list.”
• P&O Cruises (UK)
  • Many think of P&O cruises are a British Line, the food onboard is distinctly British, and the currency used onboard is UK Pounds.
  • Founded in 1837 as The Peninsular and Oriental Steam Navigation Company, they are another company with a long and illustrious maritime history.
  • In 2000, the cruising division of the company was split from the rest of the P&O company, and Princess Cruise Lines took this over.
  • Princess Cruiseline later merged with the Carnival Corporation.
  • P&O offers great value cruises, where service charges are included in the cruise fare. They have a range of ships, from small, adult-only vessels to large, family-orientated ships.
  • Their headquarters are still in Southampton, England, despite their parent company being American.
• Princess Cruises
  • Princess cruises were founded in 1965 and initially made Mexican Riviera and Alaskan voyages.
  • In 1974, they were bought out by P&O, and later, in 2003, Princess Merged with Carnival Corporation.
  • Princess cruises have a slightly older passenger demographic, but they have lovely ships with plenty of swimming pools onboard.
  • You won’t find water parks, rock climbing walls, or roller coasters on Princess ships – but they are a good “all-rounder”. I always really enjoy cruising with Princess.
• Seabourn
  • Seabourn was founded in 1986 by Norwegian Investors
  • In 1991, Carnival bought a 25% stake in Seabourn. Through the 1990s, Carnival continued to increase its stake in the company, and by 2001, it owned it completely and had bought out all Norwegian shareholders.
  • Seabourn provides ultra-luxury cruises in a unique, small-ship style. They have six ships in all, and all cabins have balconies.
  • They pride themselves on “genuine, intuitive service, all-suite accommodations, superb cuisine and unique experiences in destinations worldwide.”

#2. Royal Caribbean Group

As well as owning the largest, and some would say most recognisable cruise ships at sea, Royal Caribbean International also own:

• Celebrity Cruises
  • Celebrity Cruises was founded in April 1988 as a subsidiary of the Greece-based Chandris Group. 
  • In 1997, the Chandris family sold its interests in Celebrity Cruises to Royal Caribbean Cruise Line.
  • Celebrity Cruises adopted the Chandris “X,” which was slightly stylized for their logo.
  • Celebrity offers a premium cruise experience. They say they offer an “intimate feel and thoughtful service” of a smaller ship, and the variety and excitement of a bigger one.
• Silversea Cruises
  • Silversea Cruises was founded in 1994 as the first all-inclusive luxury cruise line
  • They became part of the Royal Caribbean Group in 2018.
  • Silversea has twelve ships in its fleet. The largest, Silver Nova, can accommodate 728 passengers.

#3. Norwegian Cruise Line Holdings

Norwegian Cruise Lines have 19 ships of their own, which range from the oldest, Norwegian Spirit, to the Newly launched Norwegian Aqua. The parent company also owns:

• Oceania Cruises
  • Oceania Cruises was founded in 2002.
  • Since September 2014, Oceania Cruises has been a wholly owned subsidiary of Norwegian Cruise Line Holdings.
  • Oceania has eight small luxury ships in its fleet.
• Regent Seven Seas
  • Regent Seven Seas Cruises is an ultra-luxury cruise line that offers all-inclusive cruises. 
  • Their six ships are spacious and stylish and carry between 496 and 850 guests. 
  • Regent Seven Seas Cruises was founded in 1992 and has been owned by Norwegian Cruise Line Holdings since 2014.

Before You Go

Find out about the huge upgrade the smallest Norwegian ship, Norwegian Spirit, has recently had. She was the first ship I ever sailed on, and still has a very special place in my heart:

This Ship Had a $100,000,000 Upgrade – Still my Favourite?

Find out what makes the Last Ocean Liner at Sea totally unique here:

Queen Mary 2 vs. Other Cruise Ships: What Makes Her Unique?