Azamara hints at fleet expansion

Azamara hints at fleet expansion
By admin

Upmarket cruise brand Azamara Club Cruises has claimed 2012 bookings are on the “right track” despite “industrial challenges” in the wake of the Costa Concordia disaster.

Senior vice president Edie Bornstein confirmed it hit targets in 2011 and looks set to do the same this year, with the Australian market proving increasingly strong.
The Royal Caribbean-owned brand has stepped up its Australian focus since its relaunch as Azamara Club Cruises in 2009, with the Australian share of its business growing to around 10%.
Australia is currently its third largest market after the UK and the US, which now accounts for only 50% of overall sales.
Bornstein attributed the growth to its “culturally immersive” and active itineraries which suited the Australian market, with the strong dollar also a factor.
However, continuing to raise brand awareness and educating the trade were critical to Azamara’s ongoing success, she admitted, with the firm leveraging heavily off its ownership by Royal Caribbean.
The cruise line currently participates in RCL’s Cruising for Excellence online training program and holds frequent group training days and webinars.
Meanwhile, Bornstein indicated that a ship sailing in Australian waters is on the horizon as she hinted at fleet expansion.
It operates two 694-guest ships, Azamara Journey and Azamara Quest, and while Bornstein stressed that no announcement was imminent, growth strategies were on the table.
“Long term plans are to grow the brand and to come down under,” she said.
The cruise line also hopes to launch a localised website, Twitter and Facebook account by the end of the year.

Email the Travel Weekly team at

Latest News

  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]