Azamara set to widen the customer net

 AZAMARA Cruises will launch a new ecommerce-enabled website and ramp up its digital advertising and public relations efforts as it seeks new customers, with the newly independent cruise line also hinting at plans to further expand its fleet in the future.

Speaking on board the newly revamped Azamara Onward in the Mediterranean overnight, the company’s President Carol Cabezas (pictured) said the line had a hugely loyal following of past guests, comprising about 45% of business, but with a fourth vessel in the fleet it was important to continue to add both “new to brand” and “new to cruise” clientele by reaching out in new and innovative ways.

What won’t change, Cabezas noted, is Azamara’s longstanding partnership with the travel trade.

“Our travel partners have been extraordinary in introducing guests to our brand, we recognise that, and we also know that they work tirelessly to make sure that their guests have a wonderful experience,” she said.

“So we will continue to support and rely on our travel partners to be the major sourcing of our guests,” Cabezas added.

She also confirmed the longterm strategy for Azamara was “absolutely to grow the fleet”.

“That can happen in different ways,” Cabezas said.

While the immediate focus for the Azamara team has been on getting Onward ready for her naming ceremony and inaugural revenue cruise next week, “at the same time we’re working through our plans for the future”.

“Our investors are extremely supportive, and they are absolutely focused on growing our brand because they think what we’re doing is something that speaks to a vacationer today, and there’s room within that vacation audience to have more of this product for them”.

Destination immersion will continue to be a key pillar for Azamara, with Cabezas highlighting features of the line’s itineraries including more late nights and overnights in port and “country-intensive” voyages.