As part of the agreement, Panache will provide clients with a reservation and booking facility for river cruising in France and operate a dedicated phone line for French Waterways’ clients.

French Waterways was established in 2003 as a channel to help clients compare French cruise holiday options.
 
The firm offers advice on tailored itineraries, what wines and gastronomy to expect, guidance around the most popular cruises and companies offering "something different".

James Newcombe, founder of French Waterways, said that as part of a wider post-Covid refresh of their river cruise proposition, the business felt "the time was right" to work alongside a new agent partner for the next phase of its development.
 
"When reviewing our options, we wanted to find a partner with the same values as French Waterways, and one that shares our passion for customer service and knowledge of river cruise," he added.

 
James Cole, founder and managing director of Panache Cruises, said: "We are delighted to have agreed this new strategic partnership with French Waterways.

"Their brand is held in high esteem with clients, and we are pleased that they have chosen us to play a key role in building their business for the future."