Azamara doubles down on destination-focused cruising

Published January 0001

Azamara said its brand promise still includes its signature longer stays and more overnights "but will now go well beyond that." New marketing will be built around the phrase "Stay Longer. Experience More."

The two-ship line (Azamara operates the 700-passenger Quest and Journey) said it will offer over 1,000 destination experiences in more than 70 countries. The line will include over 250 overnight and late night stays (8 p.m. or later) in port, which is roughly 50% of all its port calls, Azamara said. It also said that over 50% of the ports on its itineraries are ones where larger ships can't dock.

Azamara's immersive programme includes Country Intensive Voyages, a product that will allow guests to travel deeper and experience more of a given country, as the majority of the destinations are concentrated in one country such as Japan, Australia, Italy and Norway.

Another new point of emphasis will be "Cruise Global, Connect Local," a series of land programmes that are designed to deliver personalised and authentic experiences. Programmes are built around biking, golf, food, local celebrations and site-specific wildlife and wilderness tours, as well as overland tours either during the voyage or pre- and post-cruise.

There will also be a programme called Meet Local, involving immersive cultural experiences that offer people-to-people connections at the homes, farms and villas of local families, Azamara said.

"Our land product will be curated to ensure guests get to connect in a personalised and unique way with the people in the destinations they visit," Azamara CEO Larry Pimentel said.


Onboard programming will also be augmented to present more information on local destinations ranging from local culinary and beverage selections, to travel movies, lecturers and panel as well as entertainment.

Source: Travel Weekly USA / Travel Weekly Asia