To mark the launch of the programme, which includes departures from six regional UK ports including Tilbury and Newcastle, the line has introduced an early booking campaign as part of a wider bid to educate customers.

Harper told TTG: "We only ever use these kinds of incentives, like buy-one-get-one half-price, at launch. Those prices are never going to come back, and that's the messaging we want agents to push. We don't want to be in a race to the bottom when it comes to pricing."

The early launch comes as a result of a strong sales performance, with Ambassador's order book currently 37% up year-on-year across all seasons.

Harper added: "The demand is absolutely there. We’re ex-UK, we’ve got all our regional ports, and we work really closely with our agent partners, who are the backbone of our success."

'We'll only grow alongside our trade partners'

The cruise line, founded in 2021, currently has its 2026/27 and 2027/28 seasons on sale. Harper said launches have progressively moved earlier each year as booking momentum grows.

"We’re relatively new but every year the launches have been earlier because every launch day has been a record-breaker," she said. "We've made no secret of the fact we're here to grow – but we'll only do that together with our trade partners."

Harper said booking earlier also helps agents sell higher-value itineraries, particularly longer voyages.

"Some of our longer itineraries, like our no-fly Caribbean sailings or some longer Mediterranean cruises, are what I like to call a ‘considered purchase’," she said. "People like to plan ahead so they can look at spreading the cost."

Ships Ambience and Ambition will operate the itineraries, continuing the line’s adult-only approach across all sailings, with programmes ranging from one to 42 nights across 30 countries.

Solo travellers are also included in the launch offer, with discounts of up to 25% on single fares. Harper stressed this passenger segment was "really important" to the company.

"Agents will say there is always demand for a solo guest, but it’s not right to not have an offer for them too," Harper said. "We don't want to exclude them."

'Homeworking is a huge opportunity'

Harper also highlighted the success of the line’s fly-Caribbean programme, launched last February on Ambience after the company expanded beyond its traditional no-fly proposition.

Despite having just eight months to sell the inaugural season, occupancy reached 92%, a figure Harper called "an outstanding achievement".

"We’ve only done that because of agents’ support," she said. "Agents have helped and supported us so much. They’re really invested in the brand’s growth journey, and we’re investing in them to achieve that."

Ambassador is also targeting further trade growth via home-based agents. To support this push, the line has just appointed Hays Travel's Laura Yates as a dedicated business development manager for homeworkers.

"Homeworking is a really fast-growing sector – there's huge opportunity there," Harper said. "They operate differently to retail, so we wanted to tailor our approach with the right content and training."

She added that special-interest cruises, including the brand's upcoming solar eclipse voyage from Dundee, are helping attract new-to-cruise customers.

"Agents are so passionate about the cruise sector, and are always looking for ways to introduce it to clients," Harper said. "These nicher itineraries can be a great gateway for people who wouldn't ordinarily consider cruising."