Azamara

Azamara Club Cruises (formerly Azamara Cruises) is an up-market cruise line owned by the Norwegian-American company, Royal Caribbean Cruises Ltd., as one of their subsidiaries. The line currently operates two ships, Azamara Journey and Azamara Quest. The company offers higher-end cruises with a number of amenities included in the fare, similar to various other competitors. The cruise line is positioned to be at an up-market status but avoids the designation of a “luxury” cruise line.Azamara’s style can be described as “upscale service and food, small ship coziness, and unusual itineraries.”

As of April 2010, Azamara Club Cruises revamped operations by rebranding itself and its product. Royal Caribbean Cruises Ltd., the parent company of Azamara Club Cruises and Celebrity, hired Larry Pimentel as the line’s new President and CEO to spearhead this effort. Azamara Cruises was subsequently renamed Azamara Club Cruises.The line now focuses on becoming a value leader in premium cruising. Azamara Club Cruises offers overnight stays at a range ports of call in an effort to promote their foremost brand pillar “destination immersion”.

The line’s vessels, Azamara Journey and Azamara Quest received a $25 million refurbishment. There are LCD TV’s in every stateroom, new furnishings, new poolside furniture and expanded public areas.

Azamara Club Cruises raised cruise fares with the rebranding, but now includes complimentary wines during lunch and dinner, English Butler service in suites and beverages such as soda, water and coffee.They also introduced a new loyalty program, separate from Celebrity Cruises’ Captains Club, known as Le Club Voyage and, starting in 2011, designed more elaborate itineraries that will immerse guests in the culture of the various destinations. Azamara hopes that more overnight stays and visits to ports on each of the seven continents will draw the premium cruiser to their repositioned brand.

Website:  AzamaraClubCruises.com