Swan Hellenic set to make comeback

Aimed at the upper end of the cruise market, Swan Hellenic delivered insightful itineraries aboard smaller-sized ships. The line operated just one ship, Minerva, which took passengers to destinations around the world and was even capable of sailing through Antarctica.


Combining these insightful itineraries with the smaller-sized Minerva enabled the creation of a unique cruise product – where passengers could converse with like-minded people and enjoy an enriching onboard programme that compliments the destinations visited. Furthermore, the line also stayed true to its British roots, enabling passengers to enjoy all the mod cons of home while abroad.

Owned by the All Leisure Group, which also owned small-ship line, Voyages of Discovery, Swan Hellenic filled a gap in the market. Sadly, though, the All Leisure group fell into administration, leaving the future of its assets in question. Fortunately, Canadian touring and adventure company, G Adventures, decided to acquire Swan Hellenic and, after a year-long absence, the brand looks set to make a comeback – albeit, not under its previous guise.

There remains a tremendous amount of affection for the Swan Hellenic brand among British holidaymakers and G Adventures is keen to get it off the ground. Speaking to Travel Weekly, G Adventures founder, Bruce Poon Tip, said: “There’s obviously a huge amount of affection and awareness still for both brands, especially Page & Moy, and it is our intention to bring them back.”

Specifying that there is currently no intention for G Adventures to launch a cruise, he added: “Whatever we do, it will be something that’s never been done, and that’s why we will take our time to carry out further research and make our decision.” It is likely that the brand will slot into the current philosophy of G Adventures, providing a luxury and boutique offering with a land-based focus.

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