Fledgling Azamara Cruises recently changed its name to Azamara Club Cruises. Although some may question the wisdom of Royal Caribbean's struggling upper premium cruise brand changing its name just as it is trying to develop brand recognition, the name change actually marks more significant changes.
Royal Caribbean International founded Azamara Cruises 2 1/2 years ago, in May 2007. It took aim squarely at Oceania Cruises, sailing identically-sized ships that, like Oceania's, were formally part of the defunct Renaissance Cruises' fleet. Unlike Oceania, however, which proved an instant success, Azamara struggled to develop its own niche in the upper premium market. Many found it difficult to distinguish Azamara from Royal Caribbean's other premium brand, Celebrity Cruises. The two brands were supported by the same sales and management staff, and the same rigid rules that governed Celebrity's business applied to Azamara. The result was that the type of business Azamara attempted to attract -- upscale and sophisticated -- found Azamara to be simply inferior to other offerings in the market, most notably Oceania.
In an effort to stem declining revenue and boost per-passenger rates, Azamara determined it needed to implement drastic changes and travel in a new direction. It brought on Larry Pimentel, formerly of Cunard Line, Seabourn, and SeaDream Yachts, to head up the effort. In announcing the brand's new positioning, Pimentel noted earlier this year "This isn't a strategy from going 'from good to great.' This is about taking an already great product and making it exceptional."
Azamara immediately separated itself from Celebrity. It brought on some of the best business development managers in the industry, creating a whole new sales and support staff. In addition, it announced drastic changes that push Azamara Club Cruises to the edge of the upper premium market, bordering on the luxury market.
Some of the changes Azamara Club Cruises announced include:
- Slowing down the ships. Azamara will focus on quality over quantity, visiting fewer ports but spending longer in the ports visited. Placing the emphasis on destination immersion, Azamara Club Cruises will offer more overnights and more in-depth shore excursions.
- Included gratuities, wine and water. Beginning in April, guests on Azamara Club Cruises will enjoy included gratuities and complimentary wine, bottled water, and a selection of coffees at lunch and dinner.
- Complimentary self-serve laundry. Guests will enjoy free use of laundry machines onboard their ship.
- Free Shuttle Bus Service. Often, ships dock just far enough outside of the city to make walking into town difficult if not impossible. Azamara joins some other upscale lines in offering free shuttle bus service to guests in many of its ports of call.
- Butler Service. Azamara's previous claim of offering universal butler service for all stateroom categories was widely panned by guests, who considered their "butlers" no different from regular stateroom attendants. To address this concern, Azamara Club Cruises has eliminated calling stateroom attendants butlers, and will be offering true butler service in all suite-level accommodations.
These changes come with a price. Since announcing the changes, Azamara Club Cruises has significantly increased rates, anticipated to rise by as much as 30% or more. It also has indicated that the days of slashing rates to fill ships is over.
For guests who would like to experience Azamara Club Cruises at pre-price-hike rates, however, Cruise Holidays Luxury Cruise Counselors secured spaced on five European voyages at previous pricing. On the following five itineraries, our clients will save as much as $1,000 per stateroom. The five cruises are:
- 7-Night Mediterranean, Barcelona to Rome, Sept. 12-19, 2010. Click here.
- 10-Night Greek Isles, Athens to Istanbul, July 24-Aug. 3, 2010. Click here.
- 14-Night Western Europe, Copenhagen to Barcelona, Aug. 29-Sept. 12, 2010. Click here.
- 12-Night Iceland & Fjords, Copenhagen Roundtrip, July 12-24, 2010. Click here.
- 12-Night Holy Land, Athens to Rome, October 12-22, 2010. Click here.
For more information on these cruises, or on Azamara Cruises generally, contact Cruise Holidays toll free at (866) 368-7327.
Cruise Holidays Luxury Cruise Counselors marks 5 years in Alexandria, Virginia in 2011. Each year, we have invited our clients/friends to join us on our anniversary cruises. We've been to some extraordinary places -- Alaska, the Baltics, the Mediterranean. We want our 2011 Anniversary Cruise to be our most spectacular yet, and we're seeking your input.
