The new cruise brand going to the world’s wildest places

Cruise Routes launched at an event in London on 20 April 2026. The new specialist brand comes from Polar Routes, drawing on more than a decade of expertise in expedition cruising to the world’s most remote regions.

Now, it will take guests far beyond the polar regions, to rivers and oceans across the world, including destinations such as the Galápagos, Indian Ocean and French Polynesia, as well as rivers such as the Mekong, Ganges and Nile.

These warm-weather expeditions will complement cold-weather ones, ranging from Greenland and Svalbard to Alaska and Antarctica.

As director and co-founder Martin Johnson said, “Polar describes a place, but what we’ve always offered is an approach, a way of travelling – and that approach deserves to go much further.”

The brand will pair every client with a dedicated cruise consultant and cruise coordinator, combining expert guidance with end-to-end planning tailored to individual preferences and priorities. They will then work with a hand-picked collection of partners, such as Scenic, National Geographic-Lindblad Expeditions and Seabourn, to deliver exploration-led experiences.

A loyalty programme called CR:EW will also be central to the offering. As well as earning points and rewards, such as cabin upgrades and discounts, clients will also have access to a community of like-minded travellers, plus invitations to bespoke events and personalised travel recommendations.

The brand’s new website, www.cruiseroutes.com, went live to coincide with the launch.