The US-based parent of City Cruises – the largest tour boat operator on the Thames – has announced a rebrand ahead of the resumption of trips on May 20.

Hornblower Group said City Cruises will fall under the umbrella brand ‘City Experiences’ which represents its portfolio of experiences in destinations around the world.

It brings more than 25 existing brands into a single brand identity, offering a range of water and land-based experiences.

The City Cruises name will be retained as a signature sub-brand and extended to similar experiences in locations such as San Francisco, New York, Boston and Washington DC.

City Cruises in the UK will offer sightseeing and lunch, afternoon tea and dinner cruise experiences in London; sightseeing in Poole; and sightseeing, lunch and afternoon tea in York.

The fleet of vessels will change from red to blue to match the global brand identity, including City Cruises’ flagship vessel The Millennium Diamond (pictured).

UK agents will continue to earn a pre-agreed standard commission on sales.

Other dining cruises and water sightseeing brands that now fall under the City Cruises umbrella include Alcatraz Cruises, Boston Harbor Cruises, Niagara Cruises, Potomac Riverboat Company and Statue Cruises.

Kyle Haughton, managing director at City Cruises, said: “We are excited to welcome guests back on board City Cruises on the River Thames, the Poole Harbour and the River Ouse from May 20.

“City Cruises was a family business for 23 years until bought by Hornblower in 2019. The fact that the original name City Cruises has been retained for our business and adopted by other businesses within the portfolio is a real legacy to the original founders Gary and Rita Beckwith.

“The City Cruises name will not only live on here in the UK but will now be associated with many other exciting water and land-based experiences for years to come.

Kevin Rabbitt, chief executive of Hornblower Group, added: “Enabled by technological investments, diversified operations and a single brand identity, we will continue to explore various opportunities and platforms to add to our portfolio of business that will contribute to the company’s growth and future success.”

The group also offers City Ferry (transport services across inland and coastal waterways) and City Experiences – land-based experiences including shore excursions, partner-offered experiences, city tours and multi-port packages.

Furthermore, City Experiences has acquired Walks, a sightseeing tours and activities operator operating experiences in destinations around the world.

More than 100 tours are available across 14 cities, including Rome, Venice, Paris and New York.

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