Market rebounds for Azamara

Market rebounds for Azamara
By admin

Australia is continuing to produce “fantastic” results for upmarket cruise line Azamara Club Cruises with the local market now generationg around 15% of its total sales.

Edie Bornstein, senior vice president of sales and marketing, claimed sales were “hundreds of per cent” up in an overall market that has rebounded in the latter part of the year.

Despite a minimal budget locallly, Azamara was growing each year in Australia, she said.

But Bornstein admitted that overall, 2012 has been challenging with initial budgets lowered in the wake of the Costa Concordia tragedy.

“A lot of things occured that probably inhibited the first time cruiser,” she said. “But 2012 is behind us. It’s old news. The fantastic news is that 2013 is already doing incredibly well at excellent prices.”

Bornstein flagged Azamara’s move to an all inclusive model in the European summer season with alcohol and an evening tour included in the fare.

She predicted it would appeal to the Australian market and described the move as part of the brand’s “evolution”.

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