Fledgling Azamara coming of age
Editor’s note: This is the first part of a two-part series.)
By MICHAEL COLEMAN, Bon Voyage
One of cruise travel’s newest names is hitting its stride.
Azamara Cruises, a brand introduced by parent company Royal Caribbean just 17 months ago, features two intimate 694-passenger ships: Azamara Journey and Azamara Quest.
The line’s debut, however, was as auspicious for new passengers as it was bold.
The ships – formerly of the now-defunct Renaissance Cruises fleet – had been slated to join Royal Caribbean’s Celebrity Cruises brand but a last-minute about-face resulted in the creation of not only a new line but the birth of a new cruise travel category.
“We created Azamara Cruises to target an area of the market that we believe is underserved,” said Richard Fain, chairman and CEO of Royal Caribbean. “This new line falls into the deluxe category – a category between premium and luxury.”
There are but a few premium lines (Celebrity, Holland America) and luxury brands (Cunard, Regent, Seabourn, Silversea) plying today’s oceans but other than Oceania Cruises which debuted in 2003 to serve an “upper premium” market, the Azamara niche stands alone and has quickly become a big hit with cruise savvy passengers.
“Azamara Cruises is expressly designed for experienced travelers who appreciate what a cruise vacation has to offer, but are looking for something a little different,” said Azamara Cruises president and CEO Dan Hanrahan. “Be it pampering and personalized service, extraordinary cuisine or off-the-beaten-path destinations with truly immersive excursions.”
Before each ship entered service, however, Azamara invested some $40 million in onboard improvements. Look for two complimentary specialty restaurants – the Mediterranean-influenced “Aqualina” and a steak and seafood restaurant dubbed “Prime C” – 32 new suites on each ship and entirely new bedding, decking, flooring, carpeting, art collection and design schemes aboard each mid-sized vessel.
The line features butler service in every stateroom and suite plus concierge-style amenities including fresh-cut flowers, fruit, Elemis toiletries, complimentary use of Frette cotton robes, two complimentary pairs of slippers, plasma TVs and plush European bedding.
Virtually all onboard staterooms offer ocean views, 68 per cent of which feature a private veranda. Look also for wireless Internet service in all staterooms and public areas. Stylish lounges, shopping, a casino, AstralSpa by Elemis and an Internet café round out the many onboard diversions.
There are no formal nights. Country club casual, however, is the preferred apparel which pleases the onboard set especially after a lengthy day or overnight stay in one of the world’s top cities or lesser known, off-the-beaten-path locales.
It is here, in the less-traveled ports of call and other remote destinations where larger ships can’t reach, that Azamara is making its mark. Exotic, destination-driven itineraries, complete with expert lecturers, clearly appeal to the line’s discerning clientele.
So much so, in fact, Azamara is already drawing on a healthy roster of repeat guests – plus newcomers – eager to experience some of the line’s 175 scheduled port calls in over 60 countries in the coming year.
On the web: azamaracruises.com
Next time: Cruise Guide goes exploring: We’ll sample some Azamara Quest itineraries.
Cruise travel columnist Michael Coleman welcomes your feedback at cruiseguide@hotmail.com