Building or acquiring ships is not out of the question for Azamara, despite the cruise line embarking on its largest renovation program in its history, CEO Dondra Ritzenthaler has revealed to travelBulletin‘s sister publication, Cruise Weekly.
The US$80 million (A$111 million) investment project, dubbed ‘Azamara Forward’, will see each of the cruise line’s four ships upgraded and reimagined with new dining and bar venues – but if the right opportunity presents itself to expand the fleet further, Ritzenthaler said she will not hesitate.
“People say ‘so you’re just going to do this for your four existing ships’, and I want to be really clear that, no, that is not what my desired goal is,” she told Cruise Weekly.
“We’re heads down on these four ships, but at the same time, we continue to see what we need for the future, whether we need to grow with acquisitions or newbuilds,” Ritzenthaler added.
“We’re going to continue to deliver on what we promise, while at the same time, we’re going to look for opportunities that let us grow,” she emphasised.
The fruits of the Azamara Forward program will debut in December aboard Azamara Quest, with the ship to receive an all-new Penthouse Deck on her highest level, which will feature 10 Grandview Suites and two ultra-luxurious Panorama Suites, offering 270-degree ocean views, a walk-in closet, an oversized spa-inspired bathroom, and more.
Other upgrades across the fleet will include a new Chef’s Table restaurant, which expands on the brand’s French, Italian, and signature Chef’s Table concepts, and will introduce a rotating series of themed menus inspired by the regions the line visits.
Ritzenthaler also hailed the work done by the Australian office to grow the market into one of Azamara’s most important.
Australia, once a distant third, is now roughly on par with the United Kingdom and Ireland as Azamara’s second most productive market, she said.
More than 80% of the cruise line’s guests book through an agent, Ritzenthaler added.
