Swan Hellenic to live on
Ex-P&O chairman Lord Sterling has acquired the Swan Hellenic brand from P&O Cruises owner Carnival.
He is looking for a replacement ship to allow the discovery cruise brand to be maintained after next month when the final cruise under Carnival ownership ends.
Carnival will cease operation of Swan Hellenic on April 7, when the current single Swan Hellenic ship transfers to Princess Cruises. About 30 staff have been made redundant as part of the wind down of operations while other are being transferred within the organisation.
Lord Sterling, life president of P&O Cruises, is acquiring the assets of Swan Hellenic including its trademarks and marketing database.
He said: “Through P&O I have been involved with Swan Hellenic for some 25 years and it will give me great pleasure to enable this famous and unique brand of some 50 years to continue.
“We are actively seeking a replacement ship and it is our desire to continue our voyages throughout the same regions of past years, together with new areas of interest.
“We are keenly aware of and grateful for the long-standing loyalty of so many Swan passengers and renowned guest speakers, and we look forward to renewing acquaintances in the not too distant future.
“We shall continue the culture and ethos with which this distinguished British brand is associated throughout the cruising world.”
Carnival UK managing director David Dingle said: “Swan Hellenicis an excellent brand, famous for providing discovery cruises to discerning passengers in civilised and comfortable surroundings.
“The sale of Swan Hellenic is in line with Carnival’s strategy of moving away from smaller niche brands, and I am delighted that we are able to pass the stewardship of the Swan name and traditions to Lord Sterling.”
by Phil Davies
Phil Davies
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