Ambassador Cruise Line has hosted 21 travel trade partners on a five-night familiarisation cruise aboard the Ambience, showcasing its “Canals and Cultures of Hamburg and Amsterdam” itinerary, the company said in a press release.

Sailing from London Cruise Terminal on Nov. 29, the voyage was hosted by divisional sales manager North Emma Rodgers and business development executive for the South West and Wales, Jade Cheadle. The trip was designed to give agents first-hand experience of Ambassador’s product while visiting Hamburg and Amsterdam in the lead-up to Christmas.

Participating agencies included Fred. Olsen Travel, Dawson and Sanderson, Cruise.co, Hays Travel, Travel Counsellors, Althams Travel, Lincolnshire Co-op, Cruise Circle, Millington Travel, Your Holiday Booking, Travelosophers, Cartwright Travel, Blue Bay, ROL, Polka Dot Travel and others.

Sea days were used to highlight Ambience’s onboard offering, with a programme that included a welcome reception in the Observatory, dining in the Buckingham Restaurant and speciality venues Saffron and Sea & Grass, a formal night, a captain’s presentation and “Meet the Officers” session, as well as bridge and galley tours.

Hosted activities such as cocktail making, towel folding, yoga, choir practice and a “Purple Night” brand-themed celebration were also featured.

Ashore, agents joined curated destination experiences. In Hamburg, the group took part in a “Snapshot of Hamburg at Christmas” tour focused on festive markets and city highlights. In Amsterdam, activities included a canal cruise, a visit to the Rijksmuseum, a stop at Royal Coster Diamonds and lunch at Dutch Pancake Masters.

“FAM trips remain one of the most effective ways for our trade partners to truly understand the Ambassador experience,” said Rodgers. She added that the sailing offered “a brilliant balance of festive destination discovery and time onboard the Ambience.”