Panache Cruises names first ambassador

Former Blue singer and TV star Duncan James has become the first ambassador of Panache Cruises, which officially launches this week.

The company is the latest venture of James Cole, who has 20 years’ experience in the cruise industry, including with Cruise118, Six Star Cruises and River Voyages.

He plans to grow Panache Cruises to become the leading distributor of luxury cruises in the UK by 2025.

Initially employing a team of 15 in the North West, and with the intention of employing over 100 employees in the coming years, Cole says his team will be available 24/7 to customers, offering a ‘nothing is too much trouble service’. 

The company’s inventory of cruises offers over 7,000 itineraries, with 20 luxury cruise lines, including Regent Seven Seas, Oceania, Silversea, Seabourn, Crystal, Azamara, Celebrity, Scenic, Emerald, Uniworld, Hurtigruten, Aurora Expeditions, Riviera,  Avalon and SeaDream Yacht Club.  

Cole said: "The key question I am asked at the moment is why launch during this pandemic, when there are no cruise ships sailing? My response is that it’s not about what’s happening today, it’s about what will be happening in three, five or 10 years from now, at which time the cruise industry will be bigger, more innovative and even better than it’s ever been. 

"I fundamentally believe that Covid-19 has given me a unique opportunity to bring to market a cruise company that is fit for purpose as we enter a new world of cruising.

"I believe without hesitation that the cruise industry will not only recover from this pandemic which will take a significant amount of time, but come back bigger, stronger and better than ever before. Having spoken to hundreds of cruisers during lockdown there is a huge pent-up demand for cruising, especially with experienced cruisers, who just want to get back on a ship as soon as they are able.

"The recent announcement on the easing of quarantine restrictions and the relaxing of FCO travel advice will also help give the industry a much-needed lift and provide those cruisers who can’t wait to board a ship again the confidence to start planning their next cruise.

"Cruise lines are currently preparing for re-launch by liaising with authorities to understand what legal requirements and regulations will be in place for them to adhere to.

"Judging by previous experience, they will not only adhere to any new laws but exceed them and take cruising to new heights in the areas of safety, security and well-being of their customers and crew."

As part of his new role as ambassador, Duncan James will carry out live webinars and participate in live Q&As with customers.

He will also feature across the company’s websites, blog posts and other marketing materials and will sail on itineraries to experience the product, giving his thoughts during the voyage, through interviews with crew and passengers.

Duncan James said: "I am hugely enthusiastic about this new role with Panache Cruises and can’t wait to get started.  Not only do I want to help James establish Panache Cruises, but I want to use my influence to regain trust and confidence in cruising, generally."

See video interview with James Cole here.