Improved Azamara health and safety protocols will help keep common areas like the pool terrace clean and hygienic
The news that Royal Caribbean Group is selling Azamara sent ripples across the cruise industry earlier this year. However, for many, this was not a complete surprise. Azmara has become something strange for Royal, sandwiched between Celebrity Cruise and the ultra-luxury line and recently acquired Silversea Cruises, Azmara has seized a shrinking real estate plot – marketed as a destination expert, she was now in direct competition with her stable mates. The deal was left unanswered, few could argue that the acquisition by private investment firm Sycamore Partners, is not exciting for Azamara.
“The most important thing everyone knew was that our product would not change, and neither would the people in Asmara,” explains Carol Kabzes, president of Azamara. “We will continue to provide leading luxury cruising and ‘Destination Immersion’ and maintain the high level of guest engagement and personal service we are known for among our loyal global customer base, but with the added benefit of Sycamore’s business and operational consumer expertise.
“In addition, together with Sycamore Partners we are committed to exploring Azamara’s expansion and opportunities for future growth, both as a brand and as a fleet.”
This is a very tempting prospect for industry analysts and Azamara fans. The company, which will soon launch its fourth ship, the Azamara Onward, now owns half of the former Renaissance Cruises fleet, and the others are operated by Oceania Cruises. Backed by private capital, questions will no doubt arise as to whether Azmara’s next ship could be a new construction – and all the chances a ship design from scratch could bring – however, such calls are too early for Cabezas. For now, its main purpose is to simply return its ships to the water.
“Our number one priority continues to be a healthy return to service,” she says. “Azamara Quest started a series of country-rich trips to Greece on August 28th and we were more excited than ever to return to what we love to do, in a country we know best.
“Looking ahead to 2022, we are excited that Azamara Onward will officially join our fleet with her maiden voyage departing from Monte Carlo, Monaco in May, and that all four sisters will provide the best Destination Immersion cruise to our guests.
“We are very excited about what the future holds. We have a fantastic team committed to expanding the brand out of a desire to protect and celebrate its unique identity as a Destination Immersion leader, to inspire people to connect with people, cultures and themselves.”
And so, to the same return policy to the much talked about sail. At the time of writing, Azmara has just embarked on her first cruise in more than 18 months. But the question that came to the minds of many guests was how exactly would these cruises be different from those before the plague?
“Ahead of our return to service, we worked with the Royal Caribbean Group’s Healthy Sailing Board to implement new brand standards and launched our ‘Exploration Well at Sea’ program,” explains Cabezas. “Guests sailing with us can expect advanced inspection protocols such as staff and fully vaccinated guests, improved sanitation and improved medical services.
“Given our current focus is on the health and safety of the guests, staff and communities we visit, earlier this year we announced the launch of a new and sweeping program on board – Destination Celebration – which is an adaptation of our exclusive AzAmazing evenings.
“We wanted to continue to provide an immersive experience that brings the essence of the destination to life, while maintaining the health and safety of everyone. The warm events will celebrate the culture and heritage of the destination and are exclusive to Azmara guests.”
And here you go. The future, it will be seen, in many ways like the past. There will be major differences – and health procedures are going to be first and foremost for a while, but when it comes to the basics of a cruise line, not even an epidemic can change that.
This article was first published in the Fall / Winter issue of Cruise & Ferry Review. All information was correct at the time of printing, but may have changed since then.
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