Emma Rodgers, Ambassador's divisional sales manager – north, and Jade Cheadle, Ambassador's business development executive – south west and Wales, welcomed 21 agents from the likes of Fred Olsen Travel, Dawson and Sanderson, Cruise.co.uk, Hays Travel, Travel Counsellors, Althams Travel, Cruise Circle and Millington Travel among others onboard.  

Rodgers 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 onboard Ambience, allowing agents to see first-hand the quality of our product, the warmth of our crew and the experiences our guests value most.”

The Canals and Cultures of Hamburg and Amsterdam itinerary included calls to Hamburg and Amsterdam, with sea days allowing agents to immerse themselves 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 joined hosted activities including cocktail making, 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.

While on land, agents enjoyed a curated programme of experiences. In Hamburg, the group took part in 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 national museum of the Netherlands, Rijksmuseum; a stop at Royal Coster Diamonds; and lunch at the city’s Dutch Pancake Masters.

The line said the fam trip is part of its "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".