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Which line will Britons sail with after the demise of Cruise and Maritime Voyages?

CMV occupied a unique space in the cruise market – where will its passengers end up?
CMV occupied a unique space in the cruise market – where will its passengers end up?

The death throes of CMV were swift, leaving cohorts of British cruisers bereft. Devotees of the company had grown fond of the fleet of eclectic old-timers. The eldest was Astoria, built in 1948 for Swedish America Line’s transatlantic run. Marco Polo, with an incredibly strong hull, was christened Alexandr Pushkin in 1966 and designed for emigrant service between Leningrad and Montreal but could be hastily converted into a troop ship.

CMV sailed in a unique sea lane, one which had neither suitors nor imitators. Groupies appreciated the wooden decks, comfy lounges and were not fazed by the timeworn décor or lack of gizmos. They particularly liked the congenial atmosphere and unusual itineraries from an array of UK departure ports; but above all it was the value that engendered such a loyal following.

However it’s a grim reality that the business model for cruise companies operating aging tonnage is predicated on those ships sailing full, hence CMV’s raft of tactical offers and sale of the century deals. High occupancy was never going to be possible in an era that mandates social distancing.

It is reported that 50 per cent of cabins were already booked for 2021. So where do these legions of ardent cruisers cast their net now? This is an issue that is vexing travel agents and consumers up and down the country.

“The collapse of CMV is a huge loss for the cruise industry. We had a large number of passengers booked on CMV for this year, many of whom had moved their trips to 2021,” said Moira Scott, managing director of Connoisseur Travel.

Passengers could turn to vessels such as Fred Olsen's Balmoral - FRED OLSEN CRUISE LINES
Passengers could turn to vessels such as Fred Olsen's Balmoral - FRED OLSEN CRUISE LINES

“Our top recommendation for these clients although at a slightly higher cost, is Fred Olsen, which is renowned for their snug ships with a convivial ambiance, not to mention the variety of UK sailings.”

As a family-operated business, Fred Olsen Cruise Lines are justly proud of their Norwegian heritage. The company might not be the oldest name in cruising but it’s a venerable one. Their ships have a human scale – large enough to be spacious, yet intimate enough to remain friendly and relaxed. Time-honoured customs are revered and guests enjoy a cruise experience that has more in common with Noel Coward than Noel Gallagher.

Unashamedly British, the entertainment takes its cue from the West End rather than Broadway; the currency is the familiar pound; and announcements are only in English. When it comes to cuisine, menus cater to a more traditional palate.

There’s no denying the pandemic has wreaked havoc across the cruise industry. But in the midst of chaos lies opportunity. Following the downsizing of Holland America Line’s fleet, Fred Olsen has seized the chance to buy two ships from this company which boasts an equally storied pedigree.

The newly acquired ships, to be renamed Bolette and Borealis, will modernise and increase capacity, a move that will ensure the cruise line returns to the oceans in a stronger position. Fred Olsen Cruise Lines’ fleet currently comprises four ships, two of which are not in their first flush of youth. So it’s almost certain that Black Watch and Boudicca will sail off into the sunset to make way for the dapper duo.

Managing director of Fred Olsen Cruise Lines, Peter Deer, said, “This is an exciting chapter in the history of our company, and I know that our loyal and returning guests will be looking forward to exploring our new ships as soon as they can. Of course, we also hope to attract new guests and we look forward to demonstrating the exceptional service that makes us the best UK cruise line for repeat business.”

With CMV’s mores now consigned to Davy Jones’ locker, there’s a bounty of cruisers eager to climb aboard as soon as they can. Undeniably the plethora of customers could do worse than upping the ante with a Fred Olsen cruise – and you can be sure tempting deals will be aimed at doing exactly that.

Another Brit-friendly, small ship option is Saga Cruises. The over-50s tour operator joined the cruise world in 1997. Since then they have been refining this adults-only cruise experience and now have an extraordinary high level of repeat guests. The brand new sister ships, Spirit of Discovery and Spirit of Adventure, offer a uniquely British way to cruise, albeit one that’s more expensive than the much-lamented cut-price bazaar world of CMV.