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 traveldesk@travelweekly.com.au

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