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.”
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