Former P&O chairman Lord Sterling has agreed a deal to buy the Swan Hellenic brand from Carnival Corporation.


Swan Hellenic will effecitvely cease operating pn April 7 when its only ship Minerva II is transferred into the Princess Cruises’ fleet.


A buyer has been sought for the famour brand, much loved by its loyal passenengers, since the announcement of the ship redeloplyment last year and now the search for a new ship will start.


Lord  Sterling  said,  “Through P&O I have been involved with Swan Hellenic for  some 25 years and it will give me great pleasure to enable this famous and unique brand of some 50 years to continue.


“We  are  actively  seeking  a  replacement  ship  and  it is our desire to continue  our  voyages  throughout the same regions of past years, together with  new  areas  of interest. 


“We are keenly aware of and grateful for the long-standing  loyalty  of  so  many  Swan  passengers  and  renowned guest speakers,  and  we  look  forward  to renewing acquaintances in the not too distant future.We  shall  continue  the  culture  and ethos with which this distinguished British brand is associated throughout the cruising world.”


The deal includes the Swan Hellenic trademarks, and marketing database.


David Dingle, Managing Director of Carnival UK commented, “Swan Hellenic is an  excellent  brand,  famous for providing discovery cruises to discerning
passengers  in  civilised  and  comfortable  surroundings.


“The sale of Swan Hellenic  is  in  line with Carnival’s strategy of moving away from smaller niche  brands,  and I am delighted that we are able to pass the stewardship of the Swan name and traditions to Lord Sterling.”