Ambassador Cruise Line vs Princess Cruises

The core difference

Ambassador Cruise Line and Princess Cruises are not natural competitors. They occupy fundamentally different tiers of the cruise industry, serve different markets, and deliver products so far apart in scale, modernity, and ambition that comparing them requires acknowledging the gap before examining the details.

Ambassador is a small, privately held British cruise line founded in 2021 by Christian Verhounig, the former CEO of the collapsed Cruise & Maritime Voyages. It operates three second-hand ships — all built in the early 1990s — from regional UK ports, targeting British retirees who want affordable, traditional, no-fly cruising. The line describes itself as “Britain’s authentic no-fly cruise line” and won Best No-Fly Cruise Line at the 2024 British Travel Awards. It is well-executed for what it is: a niche budget operator filling the gap left by CMV’s 2020 collapse.

Princess Cruises is a global mainstream-premium brand founded in 1965, now part of Carnival Corporation — the world’s largest cruise company. It operates 17 ships ranging from the workhorse Grand-class vessels built in the early 2000s to the brand-new Sphere-class Sun Princess and Star Princess, which at 175,500 gross tonnes are among the most technologically advanced cruise ships afloat. Princess was catapulted to worldwide fame in 1977 when Pacific Princess starred in “The Love Boat,” and the line has maintained a strong international presence ever since — including over 50 years of continuous operations in Australia.

Here is the detail that encapsulates this comparison perfectly: Ambassador’s flagship, Ambience, was originally built in 1991 as the Regal Princess — for Princess Cruises. She sailed under the Princess flag for 16 years before being sold in 2007. Princess now operates a newer ship also called Regal Princess, launched in 2014 at 142,229 gross tonnes — more than double the tonnage of the original. Ambassador’s most prized vessel is, quite literally, a ship Princess outgrew decades ago.

The positioning gap is vast. Ambassador is budget-to-value, UK-centric, and deliberately old-fashioned. Princess is mainstream-premium, globally deployed, and at the forefront of cruise technology with its MedallionClass wearable platform. For Australian travellers specifically, the practical relevance of these two lines could hardly be more different — but there are scenarios where each makes sense, and this article examines them fairly.

What is actually included

Understanding what your fare covers is the first step to a fair comparison, and the inclusion models here are quite different in both scope and philosophy.

Ambassador’s base Saver Fare includes: full-board dining across the main restaurant and buffet (breakfast, lunch, dinner, afternoon tea, and late-night snacks); entertainment including theatre shows, live music, and cabaret; daytime activities such as quizzes, dance classes, and enrichment lectures; swimming pool and gym access; fitness classes including yoga and chair yoga; and port charges. This is a straightforward, traditional cruise fare — meals and entertainment are covered, but almost everything else costs extra.

Ambassador does not include in the base fare: crew gratuities at GBP 7 per person per night for cruises of 14 nights or fewer and GBP 6 per person per night for longer sailings; all alcoholic and most non-alcoholic beverages beyond basic tea and coffee at meals; speciality dining surcharges; spa treatments; shore excursions; Wi-Fi; travel insurance; and transport to the UK departure port. Ambassador offers an upgraded “Ambassador Fare” from approximately GBP 25 per person per day that bundles a drinks package and gratuities — a useful simplification, but the scope remains modest compared to what Princess offers at a similar add-on price point.

Princess’s standard fare includes: stateroom accommodation; main dining room meals; the buffet (World Fresh Marketplace or The Eatery on Sphere-class); casual complimentary venues including Alfredo’s Pizzeria, poolside grills, and the International Cafe; entertainment including production shows and Movies Under the Stars; OceanMedallion wearable technology; and fitness centre access. This is a comparable starting point to Ambassador’s base fare, though with more complimentary casual dining options.

Princess does not include in the standard fare: alcoholic beverages and speciality coffee; Wi-Fi; speciality dining surcharges; shore excursions; spa treatments; gratuities at USD 17-19 per person per day depending on cabin category; room service delivery fee of USD 5; and flights.

Princess Plus (from USD 65 per person per day) adds a beverage package covering drinks up to USD 15 each, single-device Wi-Fi, four casual dining meals per voyage, room service delivery fee waived, and daily crew appreciation included. Princess Premier (from USD 100 per person per day) adds unlimited speciality dining including venues like Crown Grill and Sabatini’s, four-device Wi-Fi, unlimited digital photos, reserved production show seating, and shore excursion credits of USD 100 to USD 300 depending on voyage length. Premier on a Sphere-class ship runs USD 105 per person per day.

The practical effect is that Ambassador’s stripped base fare starts cheaper — often significantly so — but once you layer on drinks, gratuities, and Wi-Fi, the gap narrows. Princess Premier, at USD 100 per day, bundles an extraordinary amount of value that has no Ambassador equivalent. A guest on Princess Premier enjoys unlimited speciality dining at restaurants that would cost USD 45-60 per visit a la carte, a beverage package, Wi-Fi for four devices, professional photos, and shore excursion credits — a level of bundled inclusion that Ambassador’s add-on packages simply do not approach.

Dining and culinary experience

The dining comparison reflects the broader product gap between these two lines — Ambassador delivers honest, traditional food at a budget price point, while Princess offers dramatically more variety and ambition.

Ambassador’s dining centres on the Buckingham main dining room — a traditional British-style restaurant offering multi-course menus with open seating for breakfast and lunch and set sittings for dinner. Gala night menus appear on select evenings. The Borough Market buffet provides international cuisine across themed stations. Afternoon tea with finger sandwiches and scones is complimentary. Late-night snacks are also included. The food is competent and satisfying — roast dinners, full English breakfasts, and classic British desserts are done well — but the menus are straightforward rather than adventurous.

Speciality dining on Ambassador carries modest surcharges. Saffron serves Indian-inspired cuisine at approximately GBP 17 per person. Sea & Grass offers a multi-course tasting menu across seven “acts” with optional wine pairings. Lupino’s on Ambition serves Italian and Mediterranean dishes at approximately GBP 15 per person. The Chef’s Table provides a VIP multi-course experience with a galley tour hosted by the executive chef. These are pleasant additions, but the venues are small and the culinary ambition is limited compared to what you will find on a modern Princess ship.

Princess’s dining operates on an entirely different scale. The main dining rooms on every ship offer the Dine My Way programme — flexible dining that lets guests choose between fixed seating, reservable flexible dining, or walk-in dining each evening, eliminating the rigid first-and-second-sitting system that many modern cruisers dislike. On the newest Sphere-class ships, the main dining complex spans three storeys with separate restaurants including the exclusive Sanctuary Restaurant for top-tier suite guests.

Complimentary casual dining extends well beyond the buffet. Alfredo’s Pizzeria serves handmade Neapolitan-style pizza. The International Cafe operates 24 hours with pastries, sandwiches, and coffee. Poolside grills cover burgers, hot dogs, and tacos. The Americana Diner on Sphere-class ships serves classic American comfort food. Casual dining venues like O’Malley’s Irish Pub and the Salty Dog Gastropub offer three-course meals for USD 14.99 — or are included unlimited with Princess Premier.

Speciality restaurants are where Princess truly pulls ahead. Crown Grill is a premium steakhouse and seafood restaurant featuring USDA-certified Black Angus beef in an elegant mahogany-panelled setting. Sabatini’s serves handmade pasta and Italian family recipes. Share by Curtis Stone — the celebrated Australian chef — offers contemporary Australian-inspired cuisine on select ships including Sun Princess. The Catch by Rudi, curated by Chef Rudi Sodamin, focuses on seafood. Sphere-class exclusives include Umai Teppanyaki and Hot Pot, Makoto Ocean sushi bar, Love by Britto fine dining, and The Butcher’s Block by Dario. Up to 29 distinct dining and bar venues on a single Sphere-class ship. The Chef’s Table Lumiere experience, at USD 95-115 per person, delivers a multi-course tasting menu with wine pairing that represents a genuine occasion.

Ambassador serves good food at a good price. Princess serves a wider range of food at a higher level of ambition, with culinary partnerships and venue variety that Ambassador simply cannot match. For food-motivated travellers, this is a decisive Princess advantage.

Suites and accommodation

The accommodation comparison reveals both the age gap between the fleets and the fundamentally different approaches to cabin design and hierarchy.

Ambassador’s cabin categories follow a straightforward structure across its fleet. Inside cabins on Ambience range from 96 to 172 square feet — small by modern standards but functional, with twin or double bed configuration, en-suite bathroom with shower, flat-screen television, air conditioning, fridge, and tea and coffee making facilities. Oceanview cabins at 162 to 190 square feet represent the largest category on Ambience with 436 available — a picture window adds natural light and sea views. Balcony cabins at approximately 215 square feet including the balcony provide private outdoor space. Junior Suites at approximately 377 square feet plus a 46-square-foot balcony offer a separate seating area with two televisions. De Luxe Suites — the top category — provide approximately 558 square feet of living space plus a 67-square-foot balcony, with a separate sitting area, dressing area, and upgraded bathroom amenities.

Suite guests on Ambassador receive priority boarding, complimentary room service breakfast, upgraded amenities, preferred restaurant reservations, welcome sparkling wine, and a fresh fruit basket. These are pleasant perks but modest compared to the suite experience on modern premium lines.

A notable Ambassador strength is dedicated sole-occupancy cabins — 89 on Ambience and 78 on Ambition, spanning multiple categories from inside to balcony. These attract no single supplement, making Ambassador genuinely excellent value for solo travellers in the UK market.

Princess’s accommodation spans a much wider range of categories and sizes, reflecting the modernity and scale of the fleet. Interior staterooms run 150 to 190 square feet — comparable to Ambassador’s but on ships built 15 to 30 years later with updated fitout and MedallionClass technology including keyless entry. Balcony staterooms on Royal and Sphere-class ships provide 222 square feet total, with Premium Deluxe Balcony options reaching 312 square feet. Mini-Suites at 299 to 329 square feet include a separate sitting area, larger bathroom, and walk-in closet.

The Cabana Mini-Suite — exclusive to the Sphere-class Sun Princess and Star Princess — is an entirely new cabin concept featuring a private indoor-outdoor cabana area between the cabin and balcony. Reserve Collection Mini-Suites (formerly Club Class) add an exclusive dining room section with dedicated wait staff and an expanded menu, priority boarding, and welcome sparkling wine and canapes.

Full Princess Suites start at approximately 800 square feet including balcony, with a living room, separate bedroom, walk-in closet, soaking tub, and suite benefits including a dedicated Suite Experience Manager on select ships, complimentary minibar setup, deluxe bathroom amenities, and two televisions. The Sky Suites on Royal-class ships are extraordinary — 1,792 square feet total with two bedrooms, a 1,000-square-foot wraparound balcony offering 270-degree views, a large-screen outdoor television, private deck parties with a mixologist, and exclusive stargazing experiences. Two adjacent Sky Suites can connect to create a four-bedroom, ten-guest configuration.

The Sanctuary Collection on Sphere-class ships represents Princess’s most elevated accommodation concept — a top-tier experience with a dedicated Sanctuary Restaurant, exclusive adults-only pool deck, and curated amenities that create a genuine ship-within-a-ship experience.

Ambassador’s cabins are comfortable and functional for the price point. Princess’s accommodation spans from comparable entry-level cabins to suite experiences that operate in an entirely different category of cruising. The product range is not comparable.

Pricing and value

Price is where Ambassador makes its strongest case, and it is important to present this fairly — the headline savings are real, even if the product differential is significant.

Ambassador’s directional pricing starts low and stays low. Short break cruises of three to five nights begin from approximately GBP 80 to 120 per person per night for an inside cabin. Norwegian Fjords sailings of seven nights start from approximately GBP 90 per person per night. Medium voyages of 10 to 20 nights bring the nightly rate down to approximately GBP 65 to 100 per person per night. Long voyages of 20 to 45 nights — where Ambassador’s value proposition is strongest — can drop to GBP 50 to 80 per person per night. The line’s frequent “second guest free” promotions effectively halve the per-person rate for couples on longer sailings, bringing effective rates as low as GBP 40 to 60 per person per night. The 2026-27 season advertises full-board sailings from under GBP 60 per person per night.

Add-ons increase the effective cost by 30 to 50 per cent. Gratuities add GBP 6-7 per person per night. The Explorer drinks package adds GBP 43 per person per night. Speciality dining runs GBP 15-17 per visit. But even with add-ons, a couple on a 14-night Ambassador cruise can realistically spend under GBP 2,500 total — a price point that Princess cannot approach.

Princess’s directional pricing reflects the dramatically more modern product. A 7-night Mediterranean cruise starts from approximately USD 120 to 170 per person per night for an inside cabin, rising to USD 180 to 280 for a balcony. Longer 14-night sailings bring nightly rates down to approximately USD 100 to 150 for an inside cabin. Sphere-class ships run approximately 10 to 20 per cent higher than Royal or Grand-class ships for comparable itineraries. Adding Princess Plus at USD 65 per day or Premier at USD 100 per day increases the daily cost significantly but bundles genuine value.

The honest assessment is this: Ambassador is dramatically cheaper, and for travellers whose priority is an affordable cruise holiday from a UK port, the value is genuine. But the price gap reflects a real product gap — ships built 30-plus years ago versus ships built in the last decade, traditional key cards versus MedallionClass technology, three specialty restaurants versus up to 29 dining venues, and variety shows versus Broadway-calibre productions with Cirque Eloize performers. You genuinely get what you pay for, and Princess delivers materially more product for the higher fare.

For Australian travellers, the pricing comparison also needs to account for the cost of flying to the UK to board an Ambassador cruise — return flights from Sydney to London typically add AUD 2,000 to 3,000 per person, which significantly erodes Ambassador’s price advantage before you even step aboard.

Spa and wellness

Both lines offer spa facilities, but the scale and modernity differ considerably.

Ambassador’s Green Sea Spa and Wellness Centre provides a full-service spa with individual treatment rooms offering massage, facial, hair salon, and nail treatments. The sauna and steam room are complimentary for all guests. The gymnasium features modern cardio and weight equipment with complimentary access. Fitness classes including yoga, chair yoga, and dance sessions are included in the fare. Swimming pools, a splash pool, an active pool, an exterior jogging track, and sun deck loungers are all complimentary. The Green Sea Spa on Ambience received a refresh during the January 2026 drydock with new flooring, tiling, artwork, and greenery. It is a pleasant, functional facility — perfectly adequate for the ships’ size and passenger count.

Princess’s Lotus Spa operates across the entire 17-ship fleet through a partnership with OneSpaWorld. The facilities are substantially more extensive. The Enclave thermal suite features a hydrotherapy pool, cascading rain showers, heated stone and water beds, aroma infusions, steam rooms, and saunas — on Royal Princess this includes a Hammam, Caldarium, and Laconium. On Sphere-class ships, the Lotus Spa is triple the size of any previous Princess spa. Treatment rooms number 15 to 20 on Royal-class ships and approximately 25 on Sphere-class. The fitness centre features state-of-the-art cardio and weight equipment with ocean-view treadmills, plus spinning classes and personal training sessions.

The Sanctuary is Princess’s premium adults-only retreat — an outdoor relaxation area with plush lounge furniture, cabanas, dedicated Serenity Stewards for food and drink service, soothing music, and aromatherapy, available at USD 20 for a half day or USD 40 for a full day. On Sphere-class ships, The Sanctuary Collection elevates this into a full accommodation category with its own restaurant, pool deck, and curated amenities.

Pool facilities on Princess ships include multiple pools, adults-only pool areas, four to six hot tubs per ship, and on Sphere-class the Wake Pool — an aft infinity-style pool. Unique wellness offerings include medi-spa treatments, Botox and dermal fillers, acupuncture, teeth whitening, and couples’ treatment suites. The SeaWalk glass-floor walkway extending over the ocean on Sky Princess, Enchanted Princess, and Discovery Princess adds a wellness-adjacent thrill that Ambassador has no equivalent for.

Ambassador’s spa is a solid offering for a budget cruise line. Princess’s spa and wellness programme operates at mainstream-premium scale with facilities, treatment variety, and design quality that Ambassador cannot match.

Entertainment and enrichment

This comparison is perhaps the starkest illustration of the product gap between these two lines — and it is where the fleet age and investment differential becomes most visible.

Ambassador’s entertainment is traditional British cruise fare, delivered with warmth and competence. The Palladium theatre on Ambience features a large LED screen and hosts twice-nightly performances by the Ambience Theatre Company — cabaret, comedy theatre, and high-energy dance acts. Recent productions have included “Ding Dong” (a comedic play by Marc Camoletti), “Global Explosion” (a cultural dance show), and “Bard on Board” (Shakespeare vignettes). Peel Entertainment provides the onboard show programme. The Dome Observatory offers panoramic views and live performances. Murder mystery evenings, plays, dance classes including ballroom and ceilidh, and live music in various bars fill the evenings. Daytime activities include pub quizzes, bingo, game shows, crafting sessions, and enrichment lectures with guest speakers on wildlife, geology, history, and photography. Celebrity guests appear on select sailings. The atmosphere is deliberately low-key — sophisticated but relaxed, with a distinctly British sensibility that prioritises conversation and gentle entertainment over spectacle.

There is no casino on Ambassador ships. The evening dress code is smart casual with optional gala nights. The entertainment appeals to the core demographic of older British travellers who prefer variety shows, pub quizzes, and enrichment lectures over nightclubs and thrill rides.

Princess’s entertainment operates at a dramatically different scale and level of investment. The Princess Arena on Sphere-class ships is a flexible 980-seat theatre with three configurations — in the round, 270-degree keyhole, or traditional proscenium stage. There is no fixed stage — performers are immersed with the audience. The Dome — a geodesic glass-enclosed multi-use space above the bridge on Sphere-class ships — transforms from a climate-controlled daytime relaxation lounge into a three-tiered arena for Cirque Eloize aerialist and acrobat performances at night. The Princess Theater on other ship classes is a traditional 700 to 1,000-seat main showroom hosting Broadway-style production shows — Princess produces over 35 different award-winning productions with large casts, stunning sets, costumes, and choreography.

Movies Under the Stars is Princess’s beloved signature experience — a giant 300-square-foot poolside LED screen with a 69,000-watt sound system showing feature films, concerts, and live sporting events nightly. Complimentary popcorn and blankets are provided. Sky Suite guests on Royal-class ships enjoy a private view of the screen from their balcony.

The Discovery at Sea programme, in partnership with Discovery Communications, offers stargazing led by Princess Stargazing Specialists, themed events including Shark Week, MythBusters exhibitions, and destination-focused documentaries. ScholarShip@Sea provides lectures and learning. Princess Live! is a dedicated entertainment lounge hosting comedy, live music, game shows, and interactive audience events. Good Spirits at Sea offers an interactive cocktail experience. The full casino operates nightly with slots, table games, and interactive digital gaming via MedallionClass. Live music plays across multiple bars and lounges every evening — in the Piazza, the Wheelhouse Bar, Crooners, and Bellini’s Cocktail Bar.

The entertainment gap mirrors the fleet gap. Ambassador delivers charming, traditional British entertainment that perfectly suits its demographic. Princess delivers world-class entertainment venues and productions that represent tens of millions of dollars in investment. The Princess Arena and The Dome on Sphere-class ships are architectural achievements with no parallel in the Ambassador fleet — or, frankly, in most of the cruise industry. This is a category where Princess dramatically outperforms.

Fleet and destination coverage

The fleet comparison alone tells much of the story: three heritage ships versus 17 modern-to-contemporary vessels.

Ambassador operates three ships following its January 2025 merger with Compagnie Francaise de Croisieres. Ambience (built 1991, 70,285 gross tonnes, up to 1,400 passengers) is the flagship, homeported at London Tilbury. Ambition (built 1999, 48,123 gross tonnes, up to 1,200 passengers) sails primarily from Newcastle and is expanding to Portsmouth for the 2026-27 season. Renaissance (built 1992, 55,575 gross tonnes, approximately 1,100 passengers) joined via the CFC merger and operates Caribbean fly-cruise itineraries from Barbados, Martinique, and Curacao. All three ships were acquired second-hand and refurbished. Total fleet capacity is approximately 3,700 passengers. No newbuilds have been announced.

Ambassador’s core itinerary programme is no-fly cruising from up to nine UK ports — more ex-UK departure points than any other cruise line. Destinations include the Norwegian Fjords, British Isles and Ireland, Iceland, Northern Europe and the Baltic, the Canary Islands, and the Mediterranean on extended voyages of 20 to 40 nights from the UK. Short break cruises of three to six nights to Belgium, Holland, France, and Germany provide accessible entry points. The 2026-27 season offers 84 itineraries visiting 146 ports in 48 countries across three continents. Themed and special interest cruises — including an 80s themed cruise, Supercraft crafting cruises, marine wildlife conservation sailings, gardening cruises, and comedy cruises — add character and appeal to the line’s loyal repeat passengers.

Princess operates 17 ships across four classes spanning 28 years of shipbuilding. The two Sphere-class ships (Sun Princess 2024, Star Princess 2025) at 175,500 gross tonnes each are among the largest and most technologically advanced cruise ships afloat — LNG-powered with features including The Dome, The Sphere glass-enclosed piazza, the Princess Arena, and 29 dining and bar venues. Six Royal-class ships (2013-2022) at 142,000 to 145,000 gross tonnes introduced the SeaWalk glass walkway and Sky Suites with 1,000-square-foot balconies. Seven Grand-class ships (1998-2008) at 107,000 to 116,000 gross tonnes are the fleet workhorses. Two Coral-class ships (2003) at 91,000 to 93,000 gross tonnes are the smallest vessels, well-suited to Panama Canal transits and smaller ports. Total fleet capacity exceeds 55,000 passengers — roughly 15 times Ambassador’s entire capacity.

Princess’s destination coverage is genuinely global. The line is the acknowledged leader in Alaska — named Best Cruise Line in Alaska by Travel Weekly for 21 consecutive years, with eight ships and 180 departures planned for the 2026 Alaska season, exclusive Glacier Bay National Park permits, glass-domed railcars, and Princess Wilderness Lodges at Denali and Kenai Peninsula. The Caribbean programme covers all regions with 90-plus voyages. Europe receives the largest-ever deployment. Asia features specialist Japan itineraries following cherry blossom season. Australia and New Zealand receive dedicated multi-ship deployments each southern hemisphere summer. Annual world cruises of 115 to 131 days round out the programme.

The scale difference is staggering. Ambassador’s entire three-ship fleet would fit comfortably within Princess’s Australian deployment alone.

Where each line excels

Ambassador excels in:

• Budget-friendly UK cruising. For British retirees seeking affordable, no-fly cruises from regional UK ports, Ambassador delivers genuine value. Full-board cruising from under GBP 60 per person per night, with “second guest free” promotions that can halve the effective rate, is difficult to match.
• Solo traveller provision. Dedicated sole-occupancy cabins — 89 on Ambience and 78 on Ambition — with no single supplement represent one of the strongest solo cruise offerings in the industry. Welcome cocktail parties and dedicated solo dining tables create a genuinely social environment.
• No-fly convenience from UK ports. Sailing from up to nine UK departure points including London Tilbury, Newcastle, Edinburgh Leith, Liverpool, Bristol, Belfast, Falmouth, Dundee, and Portsmouth eliminates the airport experience entirely for UK-based travellers. Drive to the port, park, and board.
• Traditional British atmosphere. Afternoon tea with scones and finger sandwiches, pub quizzes, ballroom dancing, and an unhurried pace of life appeal to a demographic that values conversation and gentle activity over spectacle and technology.
• Themed and special interest cruises. The Supercraft crafting cruises, marine wildlife conservation sailings with ORCA conservationists, gardening cruises, solar eclipse cruises, and comedy cruises offer genuine personality that larger lines rarely match.

Princess excels in:

• Fleet modernity and technology. MedallionClass wearable technology — keyless entry, contactless boarding, on-demand food delivery, real-time wayfinding — is industry-leading. Sphere-class ships represent the cutting edge of cruise ship design with LNG propulsion and innovative venues.
• Dining variety and quality. Up to 29 dining venues on Sphere-class ships, celebrity chef partnerships with Curtis Stone and Rudi Sodamin, and premium speciality restaurants including Crown Grill and Sabatini’s deliver a culinary experience that operates in a different league.
• Entertainment and production values. The Princess Arena, The Dome, Movies Under the Stars, Cirque Eloize performances, Broadway-style productions, and a full casino provide entertainment breadth and quality that Ambassador cannot approach.
• Global destination coverage. Sailing to virtually every cruise destination worldwide, with particular strength in Alaska, the Caribbean, the Mediterranean, Asia, and Australia and New Zealand. The sheer variety of itinerary options dwarfs Ambassador’s programme.
• Australian market infrastructure. Over 50 years of Australian operations, ships homeported in five Australian cities, Australian dollar pricing, local sales and marketing teams, and strong travel agent relationships make Princess one of the most accessible cruise lines for Australian travellers.
• The Princess Premier package. Unlimited speciality dining, premium beverages, four-device Wi-Fi, digital photos, reserved show seating, and shore excursion credits bundled at USD 100 per day represent genuinely strong all-inclusive value at the mainstream-premium level.

Standout itineraries for Australian travellers

Princess

2026 World Cruise — Circle Pacific (Island Princess, 115 days from Los Angeles or 131 days from Fort Lauderdale). Twenty-nine thousand nautical miles, 19 countries, 60 destinations, and 45 UNESCO World Heritage Sites — including a port call in Sydney with late-night departure. The most extensive Princess world cruise to date, with an inaugural call at Boracay in the Philippines.

Star Princess Alaska Voyage of the Glaciers (7 nights from Vancouver or Anchorage, 2026). The newest Sphere-class ship on Princess’s signature itinerary — Juneau, Skagway, Ketchikan, and Glacier Bay with park rangers aboard. Pair with a three to seven-night cruisetour to Denali National Park via glass-domed railcars and Princess Wilderness Lodges. Alaska is the itinerary that showcases Princess at its absolute best.

Japan Spring Flowers Cruise (Diamond Princess, 10-11 nights, March-April 2026). Following the cherry blossom season south to north across all four main Japanese islands — Kagoshima, Nagasaki, Osaka, Tokyo, and regional ports. Cultural enrichment with local specialists. A destination-focused itinerary that pairs beautifully with Princess’s mainstream-premium product.

Australian Season 2026-27 (Royal Princess, Grand Princess, Crown Princess, departing Sydney, Melbourne, Brisbane, Fremantle, and Adelaide). Forty-two itineraries with 62 departures ranging from short breaks to extended voyages. New Zealand, South Pacific, Papua New Guinea, and round-Australia options. Three ships deployed across five Australian ports — Princess’s most comprehensive Australian season in recent years.

Ambassador

40-Night Jewels of the Caribbean (Ambience, from London Tilbury, January 2026, from GBP 4,949 per person with second guest free). A no-fly grand voyage across the Atlantic to the Caribbean and back — the kind of extended sailing where Ambassador’s per-night value is strongest. At the “second guest free” promotional rate, the effective per-person cost drops to approximately GBP 62 per night for full-board cruising.

Norwegian Fjords (Ambience or Ambition, 7-10 nights from London Tilbury or Newcastle, from GBP 629 per person). Ambassador’s fjord sailings represent the line’s sweet spot — an accessible itinerary from a convenient UK port at a budget-friendly price. For Australian travellers already in the UK, this is the most practical way to experience Ambassador.

31-Night Classical Mediterranean (Ambition, from London Tilbury, February 2026, from GBP 3,389 per person). An extended Mediterranean voyage calling at Spain, France, Italy, Greece, and Croatia without setting foot in an airport. The length of sailing reflects the UK departure — several days are spent crossing the Bay of Biscay — but for travellers who enjoy sea days, this is part of the appeal.

Ship-by-ship recommendations

Princess

Sun Princess or Star Princess — The flagship experience. Sphere-class ships at 175,500 gross tonnes with The Dome, The Sphere, Princess Arena, 29 dining venues, LNG propulsion, and every MedallionClass feature at its most advanced. Star Princess, delivered September 2025, is the newest ship in the fleet. Book these for the Mediterranean, Caribbean, or Alaska to experience the best Princess has to offer.

Discovery Princess — Deployed to Australian waters for the 2025-26 season and the largest Princess ship to sail from Sydney at 145,000 gross tonnes. A Royal-class ship with the SeaWalk glass walkway, full MedallionClass technology, and all the dining and entertainment you would expect. The natural choice for Australian travellers who want to board from home.

Royal Princess or Crown Princess — Returning to Australia for the 2026-27 season as part of the three-ship deployment. Royal Princess is a Royal-class ship with Sky Suites, while Crown Princess is a proven Grand-class workhorse. Both represent solid Princess experiences from Australian homeports.

Diamond Princess — The Japan specialist. Purpose-configured for the Japanese market with Japan-specific dining options and cherry blossom season itineraries. If Japan is on your itinerary, this is the ship.

Island Princess — The 2026 world cruise ship. At 92,822 gross tonnes (Coral-class), she is one of Princess’s smaller vessels — more intimate and better suited to world cruise ports. A good choice for long-voyage travellers who prefer a less crowded ship.

Ambassador

Ambience — The flagship and former Regal Princess. At 70,285 gross tonnes, she is the largest Ambassador ship and offers the widest range of dining and entertainment options including Sea & Grass, Saffron, and the Chef’s Table. Recently refurbished in January 2026 with propulsion upgrades, USB-C ports in cabins, and a refreshed Green Sea Spa. The best Ambassador experience, sailing primarily from London Tilbury.

Ambition — The second ship at 48,123 gross tonnes, sailing from Newcastle and expanding to Portsmouth. Intentionally limited to 1,200 passengers despite a higher maximum capacity, creating a higher space ratio comparable to many premium ships. Features Lupino’s Italian restaurant and Saffron. A good choice for travellers in northern England or Scotland who want to avoid travelling to London.

Renaissance — The former Holland America Maasdam, now operating Ambassador’s Caribbean fly-cruise programme from Barbados, Martinique, and Curacao. The only Ambassador ship that requires a flight — packages include roundtrip flights from the UK, France, and Holland. Less relevant for Australian travellers given the UK-centric flight programme.

For Australian travellers specifically

This is the section that matters most for the readers of this site, and the assessment is unequivocal: Princess is one of Australia’s most established and accessible cruise brands, while Ambassador has virtually no Australian relevance.

Princess’s Australian history spans over 50 years. Pacific Princess first sailed into Sydney Harbour in December 1975, and “The Love Boat” television series from 1977 was enormously popular in Australia, widely credited with transforming Australian attitudes toward cruising as a holiday choice. Princess has homeported ships in Australia for decades, deploying multiple vessels each southern hemisphere summer. For the 2025-26 season, Discovery Princess and Crown Princess operate from Sydney, Brisbane, and Hobart with 75 unique itineraries. The 2026-27 season expands to three ships — Royal Princess, Grand Princess, and Crown Princess — sailing from five Australian ports: Sydney, Melbourne, Brisbane, Fremantle, and Adelaide. This represents Princess’s most comprehensive Australian commitment in recent years.

Following P&O Cruises Australia’s cessation of operations in March 2025, Princess has stepped up as a leading affordable-premium option for Australian cruisers. P&O Australia was Princess’s sister brand under Carnival Corporation, and its former passengers are natural Princess converts. The dedicated Australian website (princess.com/en-au) prices in Australian dollars. The EZair flight programme from Australian gateways provides negotiated airfares with a flight delay guarantee — if your connecting flight is delayed, Princess will arrange alternative transport to get you to the ship. Local sales and marketing teams maintain strong relationships with Australian travel agents. Cruise Plus Hotel Packages include airport transfers, hotel stays, and Princess representatives.

Ambassador has no meaningful Australian presence. No ships are homeported in Australia. No regular Australian departure itineraries exist. The line’s core selling point — no-fly cruising from UK ports — is irrelevant to Australian travellers who would need a long-haul flight to London or another UK city before they could even board. Fares are quoted in British pounds. Booking from Australia requires engaging with UK-based channels, though some Australian online agencies like CruiseAway carry limited Ambassador inventory.

Ambassador does maintain a dedicated Australia and New Zealand sales team and has conducted trade engagement activities in Australia. The line has a dedicated page on its website for Australian and New Zealand travellers. Ambience visited Sydney, Melbourne, and Fremantle during its 120-day world cruise in 2024 — the first time an Ambassador ship sailed in Australian waters. Future world cruises may include Australian port calls, but these are occasional events, not a regular programme.

The practical reality for Australian travellers is straightforward. To cruise with Princess, you drive to your nearest cruise terminal in Sydney, Melbourne, Brisbane, Fremantle, or Adelaide. To cruise with Ambassador, you fly to the UK, make your way to a port like London Tilbury or Newcastle, and board a ship that was built three decades ago. The convenience differential alone makes the comparison academic for most Australians.

The onboard atmosphere

The atmosphere on these two lines reflects their fundamentally different identities, target markets, and investment levels — and it is important to represent both honestly.

Ambassador’s atmosphere is traditional, warm, and unhurried. The line was created to fill the gap left by Cruise & Maritime Voyages, and many passengers are former CMV loyalists who were drawn to that line’s unpretentious, community-focused feel. The ships are small enough that faces become familiar quickly — with 1,200 to 1,400 passengers aboard, the social environment is intimate. Afternoon tea in the lounge, a quiz in the Purple Turtle pub, a wander through Bronte’s Library, and a ballroom dance class before dinner create a rhythm that rewards slow living. The crew are described as friendly and attentive. The dress code is smart casual with optional gala nights — relaxed and welcoming rather than formal. There are no casino sounds, no waterslide queues, and no pool deck DJs. The entertainment is gentle — a variety show after dinner, a murder mystery evening, live music in the piano bar. For the target demographic of British adults over 50, this is precisely the atmosphere they seek. It is charming, social, and restorative.

The passenger base is almost exclusively British, predominantly in their 60s and 70s, and many are seasoned cruisers who value the itinerary and the social atmosphere over the ship hardware. Solo travellers are particularly well-served, with dedicated cabins, welcome parties, and dining arrangements that foster connection. The overall feeling is more community cruise than floating resort.

Princess’s atmosphere is polished, social, and gently premium. The line positions itself above the mainstream mass-market (Carnival, Royal Caribbean) but more relaxed than ultra-premium lines (Celebrity, Holland America). There is a sense of occasion — two formal nights on a seven-night cruise where the main dining room fills with evening gowns and dinner jackets — but the formality is optional, with casual alternatives always available at the buffet and casual venues. The Piazza atrium buzzes with live music, coffee, and conversation. The pool deck is lively. Movies Under the Stars creates communal evenings under the night sky with popcorn and blankets. The casino adds energy without dominating. On Sphere-class ships, The Dome transforms from daytime relaxation space to nighttime entertainment venue with immersive light shows and live performances.

The passenger demographic is broader than Ambassador’s — core audience of 50 to 70 but increasingly attracting younger couples, families, and multi-generational groups. The international mix includes Americans, Australians, Britons, and Canadians. MedallionClass technology creates seamless convenience that modern travellers appreciate — ordering a drink from the pool and having it delivered to your exact location, walking to your stateroom door and having it unlock automatically, navigating a large ship with real-time wayfinding. The crew are consistently praised for friendly, attentive service.

The atmosphere distinction is significant. Ambassador offers a quiet, traditional, community-focused cruise experience on older ships — appealing to those who value simplicity and social warmth. Princess offers a more polished, technologically enabled, and entertainment-rich experience on modern ships — appealing to those who want more options and a broader social environment. Neither is wrong; they serve different preferences and different price points.

The bottom line

Ambassador Cruise Line and Princess Cruises are not competitors in any meaningful sense. They serve different markets, different geographies, different demographics, and different price points. The comparison exists because both are cruise lines — but the parallels end there.

Choose Ambassador if you are in the United Kingdom and want an affordable, traditional cruise from a convenient British port without stepping foot in an airport. Choose it if you are a solo traveller who values dedicated sole-occupancy cabins with no single supplement. Choose it if you appreciate a quiet, community-focused atmosphere on heritage ships where the emphasis is on the destination and the company rather than the hardware. Choose it if budget is your primary concern and you are comfortable with ships built in the early 1990s that lack modern technology, extensive dining options, or large-scale entertainment. Accept that the fleet is old, the amenities are basic by modern standards, and the Australian relevance is negligible.

Choose Princess if you want a globally deployed mainstream-premium cruise line with modern ships, industry-leading technology, extensive dining options, high-quality entertainment, and genuine presence in the Australian market. Choose it for MedallionClass convenience, for Share by Curtis Stone, for Movies Under the Stars, and for the ability to board in Sydney, Melbourne, Brisbane, Fremantle, or Adelaide without flying anywhere. Choose it for Alaska — where Princess is the acknowledged expert. Choose it for the Princess Premier package that bundles unlimited speciality dining, beverages, Wi-Fi, photos, and shore excursion credits into a single daily rate. Choose it for a fleet of 17 ships offering everything from intimate Coral-class world cruises to spectacular Sphere-class showpieces.

For Australian travellers — which is the audience this site serves — the recommendation is clear. Princess Cruises is the vastly superior and more practical choice across every meaningful dimension. The only exception is the narrow scenario of an Australian already visiting the UK who wants a budget cruise from a British port — and even then, lines like Fred. Olsen, Marella, or Cunard offer stronger products from similar departure points. Princess is not just the better option in this comparison. For Australians, it is the only realistic one.