Silverseas Silver Cloud, which will host the cruiselines first Privilege Passage cruiseLuxury cruiseline Silversea is stepping up its UK promotion for its first Privilege Passage cruise that is dispensing with some of the usual onboard formalities.

The test voyage for the new concept, devised to appeal to non-cruise customers, will be a seven-day cruise on Silver Cloud between Athens and Istanbul that sets sail on July 13.

Regional sales manager Mafalda Barreto said: “The agent promotion for Silversea’s Privilege Passage is in full swing. We have had a good response from agents who are new to cruising as their clients are keen to sample the informal lifestyle approach with the ultra-luxury experience.”

The cruise will not have formal nights, will offer early embarkation and late disembarkation at no additional cost, comes with complimentary shore excursions and a more contemporary entertainment programme featuring DJ Ravin of the Buddha Bar in Paris. There will also be a new menu created by Paisarn Cheewinsiriwat, executive chef of the Chiva-Som resort in Thailand.

Silversea hopes to create a programme of Privilege Passage cruises and may bring out a stand-alone brochure if the test is successful.