Azamara puts onus on agents

Azamara puts onus on agents
By admin

Cruises lines who slash rates to win business are not serving the industry well, according to Azamara Club Cruises, as the upmarket cruise line stressed it had no desire to become embroiled in a price war.

Vice president of sales and marketing Edie Bornstein told Travel Today that Azamara had put trust in its product and held firm on pricing.

She urged travel agents who are faced with cheaper rates than Azamara to ensure they carefully compare what product is being offered before making the sale.

“What I say at every presentation to travel agents is that it’s your responsibility to point out to your clients what brand X is doing and then compare it to Azamara,” Bornstein said.

Some competitors might leave a port at 7pm and call it a “late night stay”, she explained.

“But we stay overnight and until midnight so clients can get the full experience of the destination,” she said. “The onus is on agents to truly compare. If agents don’t they are going to be remiss with clients. We offer product that others don’t so we are going to hold firm on our prices.”

Cutting rates is not sustainable or viable in the long term, Bornstein added.

“We add value by taking off a portion of the airfare, we offer on-board credit. But we have a saying that if you gain a client on price you eventually will inevitably lose that client on price,” she continued. “We have done our best to hold firm on our pricing and not get into some of the price wars that our esteemed competitors have. I don’t think it serves the industry well and it’s not a strategy that our brand wants to implement.”

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 […]