Azamara set for further expansion

AZAMARA continues to grow its ranks both globally and locally, with the cruise line charting an independent course under new owners, private equity firm Sycamore Partners, which acquired the brand and its fleet from Royal Caribbean Cruises early last year (CW 20 Jan 2021).

Recently appointed Director of Sales Australia/NZ, Victoria Chigwidden (pictured), told Cruise Weekly the addition of Azamara Onward in Apr this year was likely to be just the first stage of growth for the cruise line, which has doubled its shoreside team numbers over the last year.

“Growth is inevitable for us... Sycamore Partners didn’t buy Azamara just to stick to three ships,” she said.

“Our first present was a brand-new vessel,” Chigwidden added, with the ramp-up of activity potentially setting the groundwork for further growth.

Separating from Royal Caribbean has necessitated significant work, but “it’s exciting what we can do now as a standalone brand,” Chigwidden added, with the opportunity to create trade-friendly systems moving forward.

“We can put into place 100% what will work for the trade,” Chigwidden said.

She said Azamara was looking forward to finally being able to showcase its product locally, with the first post-pandemic visit for the company the 20 Dec arrival of Azamara Quest in Fremantle - an occasion which will be celebrated in person by the whole team.

The local season has seen a strong response from domestic passengers, in keeping with the trend to holiday close to home.

However, in recent weeks, Azamara’s European voyages for next year have also seen some good bookings.

“Our European market has really lifted over the last few weeks, in particular the last couple of weeks,” she said.

Azamara’s country-intensive itineraries are proving popular, with Chigwidden saying the pandemic has seen people “really work on what’s on their bucket list”, meaning clients are keen to do a deep dive into particular destinations such as Greece or South America.