Azamara Reveals Details Of Major Transformation

[LauraS]

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[Marco Beachcomber]

To boldy state that you're increasing prices is an unusual marketing strategy in a down economy. Hmmm, it didn't make me want to hurry and be part of that club. About the name change, the new Azamar leader is part owner of the Seadream Yacht Club, so he's sticking with his "Club" theme. I don't know why but, I think of clubs as being land based -- like the Mickey Mouse Club when I was a child -- and not an ocean going entity.

 

When I read about gratuities, base wine with meals, coffee, and water (bottled?) being rolled into the base cruise fare, for me, it was much less than the 12% or more (on top of recent increases) cost increase -- so I couldn't figure out why I'd want to pay more.

 

What did I miss about the announcement that should excite me about cruising on Azamara in the future?

[darrencantwait]

Hmmm....Good point, Marco. In my opinion...CEO's have a hard time re-directing their strategies after finding success. I don't know that I'm convinced!!!

[cruiseyguy]

(1) the head of Azamara has no current relationship with Sea Dream Yacht Club whatsoever and (2) the line is not targeting mass market cruisers so their disinterest is, to a great degree, irrelevant.

[factor30]

As cruisers who have, so far, sailed on both the Quest and the Journey (3 cruises on Azamara in total), we were very much looking forward to returning to Azamara later next year or so, after our cruise on the Eclipse in May. Now I not so sure. As much as I would love to, I think it's going to be outside our price range according to yesterday's announcement. As far as we're concerned, we certainly don't feel that we would benefit from the considerable (as quoted by the new CEO) increased cost of the product. We would rather 'pay as we go' as and when we want the wine, specialty coffees, etc. etc. which will now be included in the price. We don't consider that the product, as a whole, warrants the significant price increase which is being suggested, after all, e.g. the balcony cabins are just average in size, and the shower/WC is tiny.

 

As mentoned above, now is not the time to dramatically increase the price of a product which already has quite a strong fan-base, although it has not/does not receive much publicity since it's inception 2 years ago. We know a lot of people in the UK who have already cruised Azamara, having thoroughly enjoyed the experience, who will now be having similar second thoughts as ourselves.

 

I rest my case!

[Sprit]

Ever since the beginning of Azamara we have been in doubt sailing her. We booked and cancelled but never got onboard. We finaly decided to sail the Quest in February, but just before final payment we followed the BIG ANOUNCEMENT yesterday.

 

Conclusion.......we're AGAIN in doubt whether to book Azamara or not.

 

All in all the reviews are good, there's no real big reason to not sail Azamara but there remains a major doubt whether Azamara really knows what she wants to be or is still searching for the right direction.

 

Higher fares, less ports (so less sailing and less fuel consumption) and a some inclusions ? All in all it feels that not the passanger but Azamara is the big winner at the end.

 

I'm realy in doubt whether it will be smart to now change all when it just was gaining a steady base and group of loyal guests.

[Joecors]

[As far as we're concerned, we certainly don't feel that we would benefit from the considerable (as quoted by the new CEO) increased cost of the product. We would rather 'pay as we go' as and when we want the wine, specialty coffees, etc. etc. which will now be included in the price. We don't consider that the product, as a whole, warrants the significant price increase which is being suggested, after all, e.g. the balcony cabins are just average in size, and the shower/WC is tiny.

 

My sentiments entirely. Whilst appreciating the friendliness between guests that the atmosphere in the Quest and the Journey seem to instill, it is not sufficient to encourage me (almost a non drinker) to subsidise those who enjoy a drink and will drink more than their fair share.

Could be an own goal Mr. Pimental!!

[Marco Beachcomber]

(1) the head of Azamara has no current relationship with Sea Dream Yacht Club whatsoever and (2) the line is not targeting mass market cruisers so their disinterest is, to a great degree, irrelevant.

You're right, i just double checked the Azamara Captain's Club newsletter where I read the introduction to Mr. Pimental and it actually said he "was" (not is) one of the owners of the Seadream Yacht Club. My point was really the use of the word "Club" in the new Azamara brand name.

 

What I didn't say which I think is true is by incorporating the word "Club" in the new "Azamara Club Cruises" name gives the line a very European feel, especially to the French who seem to use the work Club in many names. Walk along the beach in Nice or Cannes and you see Club Mirage, Club This, and Club that all along the water front.

 

But, the name is not most important to me it's the price increases that were not just described but almost bragged about -- as if they were price decreases. Now, price decreases would be warmly greeted by everyone!

[cruiseyguy]

To repeat my earlier point another way, a two small ship deluxe line cannot make money with low fare a la carte cruising. The volume simply isn't there. The big, mass market lines make their money by selling rooms cheaply to get people onboard so they will spend money onboard. A little here, a little there, it begins to add up. Azamara is too small to do that. They have to make their money in fares and the only way to make higher fares palatable is to add amenities. It's a delicate balancing act. Those who want a la carte pricing will have to go to the mass market ships that have adopted that business model. It's simply not going to happen on Azamara anymore. I suspect a major reason Oceania's new ship is so large is because that company is looking for volume onboard sales to increase net revenue.

[catfuzz]

For those of us who booked a cruise prior to I April 2010, are we out of luck in receiving any of the new benefits? It now looks like we would have been better off to have waited instead of booking early as requested by our TA. It seems like that they would have retro'd back to all who have booked prior to yesterday's announcement. Kinda leaves a sour taste in my mouth knowing what we will have to pay for what will been given away starting 1 April. Maybe, we are wrong, but..................

[susiefay]

Glad I booked my cruise today:)

[Fredr]

Hello,

 

My DW and I greatly enjoyed our January 2009 cruise of the Far East, on the Quest.

 

My only complaint is that the showers should be bigger but this in no way will prevent my DW and I from going on an Azamara cruise in the future.

 

Admittedly, we have the time and money to do what we want but usually we look for interesting itineraries at a reasonable price. However, I am not interested in an all inclusive cruise and especially if the prices go stratospheric. We do not drink much and do not ask for lots of special services.

 

In my opinion, Azamara will be making a major business error by trying to compete with Oceania and Crystal and charging what those cruise lines charge. I like the Azamara experience just fine, and frankly do not need three waiters hovering over me when I have dinner.

[abenaki]

Spot on cruiseyguy. I don't quite understand why people are so indignant to think that they should now have to pay higher fares for a level of product that they enjoy but that was probably operating at a loss.

 

The international market is very large, and the rest of the world has perhaps not felt the recession quite like in America.

 

As to longer time spent in ports, I look forward to more time ashore in certain interesting ports in order to experience something more than a rushed 9-5 day. Sounds like a far more relaxed voyage to me. The idea that they save fuel costs is certainly balanced by the lost revenue from a closed casino, as well as additional port fees that they will be required to pay.

 

Azamara has wisely built a loyal following based on a good product. No doubt they expect to lose some of those people, but their intent is to tap a market segment that wants a higher end experience, and is willing to pay for it.

 

I like the elimination of so many additional charges for everything, and applaud a company willing to go beyond what everyone else is doing.

 

 

 

To repeat my earlier point another way, a two small ship deluxe line cannot make money with low fare a la carte cruising. The volume simply isn't there. The big, mass market lines make their money by selling rooms cheaply to get people onboard so they will spend money onboard. A little here, a little there, it begins to add up. Azamara is too small to do that. They have to make their money in fares and the only way to make higher fares palatable is to add amenities. It's a delicate balancing act. Those who want a la carte pricing will have to go to the mass market ships that have adopted that business model. It's simply not going to happen on Azamara anymore. I suspect a major reason Oceania's new ship is so large is because that company is looking for volume onboard sales to increase net revenue.

[CruzR887]

To those posting that they are unsure about cruising again with Azamara: The only message you are sending Azamara is that their business plan is working. They no longer want anyone who travels with them because of price. They want the people for whom price is not a consideration. They believe, I assume, that they can not make enough money as a "budget" luxury line.

 

The comment that their ideal passengers comes from 300K per year households was not, I believe, a casual remark.

 

They want those of us who consider price for reasons of affordability to cruise with other lines.

 

We got in on a 2010 cruise for a balcony cabin that is now a thousand dollars more then it was when we booked and AZ says prices will go Monday!

 

We'll enjoy our AZ cruise, no doubt, but the fact that it may be our only AZ cruise is music to the ears of the powers that be.

 

This is not a negative post. This is what AZ believes it has to do to survive. As the COE said there's a lot of ocean out there and we will all find something to enjoy.

 

We will enjoy our May 3rd cruise on the Quest and our options will then be to cruise less on AZ or OC or cruise more on other lines.

 

These are businesses that have a responsibility to their stock holders the make as much as they can.

 

I wish them well and will, AZ or not, be on the water for years to come.

 

Cheers

[critterchick]

I don't think that including certain items in the fare is any kind of magic bullet that will attract more affluent cruisers. After all, you can get wine, specialty coffees and good service already, although you may have to sign a chit when it's delivered to you. If somebody is making the $300k/annually that is the ideal Azamara customer, I'll bet that they are smart enough to realize that they will now pay more for something that's already part of the cruise experience, albeit itemized.

 

Azamara couldn't sell our Best of Italy cruise (which already had 3 overnights and could only have gone slower if they'd dropped some ports), and ended up dropping the price. We had booked at what we thought was a good price and ended up paying less than half of that. The same thing happened with our Panama Canal transit on Journey, although the price drop wasn't quite as dramatic. I fail to see how they will be able to command higher prices under current economic circumstances. We shall see...

[Paulchili]

Spot on cruiseyguy. I don't quite understand why people are so indignant to think that they should now have to pay higher fares for a level of product that they enjoy but that was probably operating at a loss.

 

The international market is very large, and the rest of the world has perhaps not felt the recession quite like in America.

 

As to longer time spent in ports, I look forward to more time ashore in certain interesting ports in order to experience something more than a rushed 9-5 day. Sounds like a far more relaxed voyage to me. The idea that they save fuel costs is certainly balanced by the lost revenue from a closed casino, as well as additional port fees that they will be required to pay.

 

Azamara has wisely built a loyal following based on a good product. No doubt they expect to lose some of those people, but their intent is to tap a market segment that wants a higher end experience, and is willing to pay for it.

 

I like the elimination of so many additional charges for everything, and applaud a company willing to go beyond what everyone else is doing.

 

I agree with you and cruiseguy above.

It is true that Azamara was great at those low prices - they were too good to be true. Most people felt that they were as good (or almost as good) as Oceania for less money. What's wrong with that picture?

They were not making money. They used their low prices as an introduction to their line, rather than using advertising. They realize that they will lose some customers, but I suspect they will keep a good number and get some new ones.

After all, Oceania did the same thing - started low to get us "hooked" and then raised the prices. Most (not all) people are willing to pay more if they feel they are getting better service, food, more for their money, etc.

Time will tell how Azamara will do. JMO.

[Tricia724]

I agree with you and cruiseguy above.

It is true that Azamara was great at those low prices - they were too good to be true....They were not making money. They used their low prices as an introduction to their line, rather than using advertising. They realize that they will lose some customers....Time will tell how Azamara will do.

 

I agree with everything you have said. In March we will take our second Azamara cruise to the Caribbean. The first was 18 days cruising Brazil and the Caribbean. It was absolutely a steal, but at the time, Azamara was in its infancy and had some bugs to work out, so we got a fair shake for the money. This March we are expecting an improved experience, and our cost per diem is higher....but nowhere near the price point Azamara needs to succeed. Both of us realize that this will be our last Azamara cruise.

 

We have always known that we did not meet the demographic Azamara was seeking. Since sailing on Tahitiian Princess, we found that we enjoyed the smaller ships and decided to take advantage of the lower prices Azamara was offering....but we always knew it wouldn't last. Now....with a new leader and obviously the deep pockets of RCI, Azamara is making its move to be what it always wanted to be. The fact that they are laying all their cards on the table and openly appealing to a more affluent cruiser does not surprise us....or offend us. It is what it is.

[fPetrarca]

I think it is a healthy sign that the realities of the situation are sinking in with many of Azamara's strongest supporters after the initial shock that the "good times are over." This is a good company that is trying to provide an even better product under difficult financial pressures. Many lines would address those pressures by simply cutting back; Azamara, to its credit, has decided to up the ante. Some loyal cruisers will sadly no longer be able to afford the line. But hopefully many others will find a way to give the line a try after all the enhancements are in place.

[mstrc1]

For those of us who booked a cruise prior to I April 2010, are we out of luck in receiving any of the new benefits? It now looks like we would have been better off to have waited instead of booking early as requested by our TA. It seems like that they would have retro'd back to all who have booked prior to yesterday's announcement. Kinda leaves a sour taste in my mouth knowing what we will have to pay for what will been given away starting 1 April. Maybe, we are wrong, but..................

 

Perhaps cancel now and rebook after April 1,2010.

[Cocktail Queenie]

This might seem like a dumb question but if I have booked for a September 2010 cruise on Quest but only paid my deposit, will I have to pay any increase or am I still locked in to my original price?

 

The price of my cruise actually went down by $750 per person and luckily I followed it up and was granted the new price. If I now get the added little bonuses of wine with dinner etc etc I will be one happy little cruiser :p

[cruiseyguy]

Queenie-You have your current price in the bag. Relax and enjoy the new benefits.

[gtragitt]

I agree with you and cruiseguy above.

It is true that Azamara was great at those low prices - they were too good to be true. Most people felt that they were as good (or almost as good) as Oceania for less money. What's wrong with that picture?

They were not making money. They used their low prices as an introduction to their line, rather than using advertising. They realize that they will lose some customers, but I suspect they will keep a good number and get some new ones.

After all, Oceania did the same thing - started low to get us "hooked" and then raised the prices. Most (not all) people are willing to pay more if they feel they are getting better service, food, more for their money, etc.

Time will tell how Azamara will do. JMO.

 

I will be a first time Azamara cruiser in Feb. I wanted to be on Oceania but could not get what I considered a good rate. I have seen the prices go up on Oceania and the quality decline. Even with the decline in quality, I still consider their ships to be my favorite. I hope Azamara will not disappoint me. I was not disappointed with their price.

[TIMAS]

I have been on two cruises on the Journey and they were fantastic. They were excellent value. I do not feel the small cabins on Az warrants their new price structure. It was'nt broke, why fix it? I guess new management must make changes.

[Jade13]

I will be a first time Azamara cruiser in Feb. I wanted to be on Oceania but could not get what I considered a good rate. I have seen the prices go up on Oceania and the quality decline. Even with the decline in quality, I still consider their ships to be my favorite. I hope Azamara will not disappoint me. I was not disappointed with their price.

 

Is Oceana all inclusive with pre-paid gratuities, and alcohol and soft drinks?

[MightyQuinn]

Is Oceana all inclusive with pre-paid gratuities, and alcohol and soft drinks?

Hi Jade! Oceania is not all-inclusive, but starting in April 2010 they will include unlimited soft drinks & bottled water. On some sailings, they did provide PPG and substantial OBC, but on a time-limited offer. It's still pretty easy to find a TA that covers PPG. We recently completed our first Oceania cruise & thought it was absolutely wonderful. We're booked to sail a similar itinerary on Azamara in April 2010 so it should be interesting to compare.