- New research by Ambassador Cruise Line reveals the true generosity of British grandparents
- 27% of Brits have asked their grandparents for money – showing the extent to which they rely on older generations for financial support
- Following National Grandparents Day, Ambassador launches annual search for the Great British Grandparent 2025
New research commissioned by Ambassador Cruise Line reveals the extent to which Brits turn to their grandparents for financial support. The figures reveal that over a quarter (27%) of British adults with a living grandparent have asked them for money, while a further 7% have had their parents ask them to help out on their behalf.
Despite the strain that the cost-of-living crisis continues to put on us all, the nation’s grandparents remain committed to helping their grandchildren financially for various reasons, with the top three being buying a car (24%), paying education fees (23%) and making rental payments (21%).
Over half (57%) of Brits say that their grandparents have always been willing to support them, but almost a quarter (24%) admit to having asked for financial support because they felt they had no other choice.
Nearly one third of adults feel happy (32%) to receive this support but the emotional weight is apparent. 28% feel embarrassed but grateful and 20% feel guilty because they know their grandparents are making sacrifices to help them. In contrast, 15% feel entitled to their financial support.
With current interest rates doing nothing to help young Brits get on the property ladder, some are turning away from high street lenders and making an appointment with the “Bank of Grandma & Grandad” instead, with 14% of those surveyed having asked their grandparents for money to buy a house.
But the role of grandparents doesn’t end here – they’re also stepping in with practical help. The survey also found that one in five Brits rely on grandparents to babysit so they can enjoy quality time with friends or a partner. Others depend on them for everyday support, including cooking meals (18%), providing childcare while parents are at work (18%) and helping with school pick ups (16%).
For the third successive year, Ambassador Cruise Line, the traditionally British adult-only cruise line designed with the over-50’s in mind, has launched its nationwide search for its Grandparent of the Year, which aims at recognising these unsung heroes of everyday life whose contributions often go ignored.
From colleagues to friends, neighbours to someone from their local community, the campaign invites thankful Brits to nominate a grandparent or a grandparent figure who has truly made a meaningful difference to the lives of those around them for the prestigious title of Great British Grandparent.
Running from the first Sunday in October – National Grandparents Day – until Sunday 16 November 2025, written, audio and video submissions will be welcomed via a dedicated entry page hosted on the Ambassador website. All entries will be judged by an expert panel, with the Great British Grandparent announced on the unconditional day of love, 14 February 2026: Valentine’s Day. The winner will be treated to a week-long, full-board Ambassador sailing for two to enjoy at a time of their choosing.
Christian Verhounig, CEO of Ambassador Cruise Line, says: “Grandparents are the anchors of family units across the country, offering those around them emotional support, life advice and always putting others first. At Ambassador Cruise Line, we want to provide a platform for people to recognise how important and truly remarkable this generation is. We are proud to champion great British grandparents across the country and, as we embark on the third year of our campaign to find the ‘Great British Grandparent’ of the year, we would encourage members of the public to nominate the elder statesmen and women in their lives that really make a difference for this prestigious title.”
Ambassador is proud to be championing the silver generation through its successful Great British Grandparent initiative. Raymond Pearson, a grandfather of five from Essex, was named Great British Grandparent 2023, followed by Jeanette Townsend from West Sussex, a grandmother to eight grandchildren and another eight great-grandchildren, who received the honour in 2024.
Those people looking to nominate someone they know for the title of Great British Grandparent 2025 should visit: https://www.ambassadorcruiseline.com/competitions/gbg2025/
Welcoming written, audio and video submissions, entries open at 09:00 on Sunday 5 October 2025 and close at 23:59 on Sunday 16 November 2025
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For further press information, please contact:
Callum McManus | Marta Malagon Manas | Tilly Everard | Sarah Geppert | Elsa Findlay
Rooster.
T: +44 (0)203 440 8930
E: [email protected]
www.rooster.co.uk
Notes to editors:
- Ambassador Cruise Line conducted a survey of 1,041 people in September 2025 with Mortar Research UK.
- Interviews available upon request.
Great British Grandparent: Terms & Conditions:
- The prize provider is Ambassador Cruise Line, Gateway House, Stonehouse Ln, Purfleet RM19 1NS
- The competition prize is 1 x cruise holiday for two people (sharing an outside cabin) for up to 7 nights with Ambassador Cruise Line including full board accommodation.
- The prize excludes: travel insurance; travel joining costs to the cruise terminal/port; port parking; onboard expenditure of a personal nature i.e. drinks, gifts, shopping, laundry, communications etc; any visa & health certificate charges that may apply; and crew gratuities which will be automatically billed to your onboard account at £7pp per night unless you opt for a drinks package.
- The prize is as described, is not transferable and there is no cash alternative.
- All nominations/entries must be received by the closing date 16 November 2025.
- The entry criteria will be to complete the nomination form in full and abide by the T&Cs; the winner selection will be made by an appointed group of judges and will be based on the written entries. The judges’ decision is final.
- Ambassador Cruise Line reserves the right to substitute a prize of equal value should circumstances become necessary.
- The winner must hold a valid passport and comprehensive travel insurance. It is the winner’s responsibility to check any visa and health requirements for the cruise.
- The winner may be required to take part in publicity resulting from the prize draw.
- Ambassador has permission to use the winner’s name, image, and details from the entry in social media, media materials, and marketing materials (which may be shared publicly) in relation to the competition.
- Entry into the competition assumes acceptance of the rules.
- The prize winner must respond to Ambassador within 48 hours of contact, as publicity activity will be required following the close of the competition.
- The winner may be subject to background and/or referencing checks if deemed necessary by Ambassador Cruise Line.
- Ambassador Cruise Line and its PR agency Rooster will book the holiday prize within 28 days of the winner accepting the prize.
- Prize is subject to availability and blackout dates may apply.
About Ambassador Cruise Line
Ambassador Cruise Line launched in 2021, offering the UK market authentic no-fly cruises, affordable quality and the warmest welcome at sea. Based in Purfleet, Essex, Ambassador provides adult-only experiences to multiple destinations including the Nordics, Iceland, the Mediterranean, Caribbean and Africa. The cruise line’s first ship, Ambience, entered the fleet in May 2022, operating from her home port of London Tilbury. From the 2023/24 season, guests have sailed on board Ambience as well as Ambassador’s second ship, Ambition, whose maiden voyage in May 2023 heralded the launch of sailings from eight regional UK ports: London Cruise Terminal in Tilbury, Essex, Newcastle, Dundee, Liverpool, Belfast, Bristol Royal Portbury and Portsmouth.
With the addition of Renaissance to the fleet following the merger of Ambassador Cruise Line and French cruise operator Compagnie Française de Croisières in January 2025, marking the creation of a leading European affordable quality cruise line for the silver market, the company is now offering a fly-cruise Caribbean programme from October 2025 through March 2026 operated under ATOL license 12713. For more information, , visit www.ambassadorcruiseline.com
