The funds, collected via a Just Giving page, have gone towards a British Red Cross set up to help affected Ukrainian families by providing them with food, water, first aid, medicines, warm clothes and shelter.
Panache Cruises founder and managing director James Cole said the business allocated a £2,500 to the fund including £25 for each river cruise, and £50 for each ocean cruise booked. Donations have also been received from customers.
"Our Ukrainian appeal has never been about some big ‘sales initiative’, but rather an effort to use what we’re already doing to help in some small way," Cole added.
