Tauck Family Company Names Godmother of New Riverboat

Lee Tauck to launch MS Swiss Sapphire

By: Marissa Tinloy

Beating the odds that only 12 percent of family businesses survive to the third generation, Tauck World Discovery will launch its third generation of river cruises this spring. In honor of this addition to their family tradition, the cruise company has named the generation’s matriarch, Lee Tauck, as the Godmother of the new MS Swiss Sapphire.

In early April, Ms. Tauck will preside over the ship’s christening and host its subsequent inaugural journey, a three-day VIP cruise to Belgium.

“In a very literal sense, Tauck World Discovery would not be the company it is today without my mom Lee. Her role as the mother to our company’s third generation is obvious,” said Robin Tauck, president of the family company. “Today, she loves river cruising, and we’re delighted to recognize her in this very special way.”

As the sister ship to Tauck’s MS Swiss Emerald, launched in 2006, the 361-foot MS Swiss Sapphire can accommodate 118 guests in 59 outside-facing staterooms. Within these staterooms, the ship offers 14 expansive luxury suites with 300 square feet of living space, floor-to-ceiling windows and marble baths featuring full-size tubs. The new ship also features two hot tubs, a bar and lounge, a restaurant and a wellness center.

Lee Tauck is the mother of the five Tauck children who comprise the third generation of the family-owned and -operated business, each of whom has been involved in the company to varying degrees. Her daughter, Robin, is currently the president of Tauck World Discovery and Kiki, Liz, Chuck and Peter also continue the family tradition through a variety of positions with the company and involvement in the Tauck Foundation.