Azamara strategic direction

[BasandSyb]

Would be good to hear from Alan about where Azamara is heading. We are generally Seabourn and Regent cruisers (especially Seabourn). We have considered doing Azamara on a number of occasions as we like their Itineraries and two night stays - they show some imagination. However we are also drawn to 'all inclusive' cruises as we couldn't be bothered with the hard sell, gratuities, and sign a slate every time you want a coffee or cool refreshment. We have also been wary of the smaller staterooms on the Azamara ships. That is why we have avoided Azamara to date, despite the attractiveness of their itineraries. We have a feeling that they are trying to crack the luxury market but just aren't quite there yet. We have noticed over the past twelve months Azamara moving towards the all included operational style we prefer and finally decided to give them a go, particularly when we saw a charter with a stunning itinerary.

 

Interestingly the charter is not all inclusive and therefore seemingly contrary to where the Azamara brand is headed. In terms of product positioning and brand recognition this seems to be in conflict and we wonder why this is occurring when surely you would be trying to treat guests to an Azamara experience to attract future custom?

[Jancruz]

Would be good to hear from Alan about where Azamara is heading. We are generally Seabourn and Regent cruisers (especially Seabourn). We have considered doing Azamara on a number of occasions as we like their Itineraries and two night stays - they show some imagination. However we are also drawn to 'all inclusive' cruises as we couldn't be bothered with the hard sell, gratuities, and sign a slate every time you want a coffee or cool refreshment. We have also been wary of the smaller staterooms on the Azamara ships. That is why we have avoided Azamara to date, despite the attractiveness of their itineraries. We have a feeling that they are trying to crack the luxury market but just aren't quite there yet. We have noticed over the past twelve months Azamara moving towards the all included operational style we prefer and finally decided to give them a go, particularly when we saw a charter with a stunning itinerary.

 

Interestingly the charter is not all inclusive and therefore seemingly contrary to where the Azamara brand is headed. In terms of product positioning and brand recognition this seems to be in conflict and we wonder why this is occurring when surely you would be trying to treat guests to an Azamara experience to attract future custom?

 

Azamara is a wonderful cruise experience but can never be luxury due to the size of the cabins..the ships were not built to be luxury and they are not..even the big suites, which are very nice size, have a tub shower and it is difficult for older people to climb into the tub..

Jancruz1

[Xport]

Azamara does not describe itself as an all-inclusive cruise line but rather as a more-inclusive cruise line... You can learn much about their concept and strategy by visiting their website or by reviewing related posts--there are many of them--on the thread "Q & A With Larry Pimentel" [Azamara's President (Alan?)] that is found at the top of this forum's home page...

 

Don't know if it's true of Azamara--have never done nor had interest in a charter--but have been told on Celebrity that charter operators often set their own itineraries, create their own on-board operational parameters, and sometimes even specify the activities, entertainment, and menus for their groups based upon their perceived expectation of the preferences and price points of the groups to which they market...

 

Either--or both--of these considerations could have influence on what you have observed...

[Lady Slipper]

Would be good to hear from Alan about where Azamara is heading. We are generally Seabourn and Regent cruisers (especially Seabourn). We have considered doing Azamara on a number of occasions as we like their Itineraries and two night stays - they show some imagination. However we are also drawn to 'all inclusive' cruises as we couldn't be bothered with the hard sell, gratuities, and sign a slate every time you want a coffee or cool refreshment. We have also been wary of the smaller staterooms on the Azamara ships. That is why we have avoided Azamara to date, despite the attractiveness of their itineraries. We have a feeling that they are trying to crack the luxury market but just aren't quite there yet. We have noticed over the past twelve months Azamara moving towards the all included operational style we prefer and finally decided to give them a go, particularly when we saw a charter with a stunning itinerary.

 

Interestingly the charter is not all inclusive and therefore seemingly contrary to where the Azamara brand is headed. In terms of product positioning and brand recognition this seems to be in conflict and we wonder why this is occurring when surely you would be trying to treat guests to an Azamara experience to attract future custom?

 

I do not understand your comment "we couldn't be bothered with the hard sell, gratuities, and sign a slate every time you want a coffee or cool refreshment" They have beverages included and we never experienced any hard sell. As for the ships cabin size, we don`t have a problem with it. IMO Azamara fits well for those who want a more inclusive cruise and not in the market for a higher priced all-inclusive Luxury Cruise.

[marinaro44]

I do not understand your comment "we couldn't be bothered with the hard sell, gratuities, and sign a slate every time you want a coffee or cool refreshment" They have beverages included and we never experienced any hard sell.

It reads like whoever chartered the cruise asked that certain things that Azamara normally includes NOT be included on the chartered cruise. Not an Azamara issue as far as I can tell.

[BasandSyb]

Thanks very much for your comments and yes, we meant Larry, not Alan - that's what happens when you are interrupted posting.

 

The point of the question is that their positioning, and packaging is quite confusing even further muddied by as you say charters setting their own parameters. Isn't a charter a perfect time to showcase to potential customers? While it may be a charter the sales brochures etc are all Azamara and Azamara experience. It's not the golf association putting a trip together for members to the British open, it's a charter marketed as Azamara.

 

We have done quite a bit bit of reviewing Azamara over recent years - their own website, and on cruise critic reviews and forums, because of their interesting itineraries and trying to get a feel for product. We tend to do long holidays so we don't want to be climbing the walls on something we don't like.

 

We noted their recent seasons policy changes, saw an itinerary we liked and booked a cruise. We found it's a charter and will operate differently - yes we acknowledge this and appreciate the comments made on this thread. The question is why would a company do this and create a point of confusion with (1) branding and (2) variability of product.