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Azamara Club Cruises (formerly Azamara Cruises) is an up-market cruise line
owned by the Norwegian-American company, Royal Caribbean Cruises Ltd., as one of
their subsidiaries.1 The line currently operates two ships, Azamara Journey and
Azamara Quest. The company offers higher-end cruises with a number of amenities
included in the fare, similar to various other competitors. The cruise line is
positioned to be at an up-market status but avoids the designation of a "luxury"
cruise line.1 Azamara's style can be described as "upscale service and food,
small ship coziness, and unusual itineraries."
Founded in May 2007 as a subsidiary of Royal Caribbean Cruises Ltd.'s Celebrity Cruises brand, Azamara Club Cruises 34 was originally envisioned as an expansion of the Celebrity Cruises' sub-brand Celebrity Expeditions. However, because these ships were so distinct, it was decided that they deserved a line of their own.
As of April 2010, Azamara Club Cruises revamped operations by rebranding itself and its product. Royal Caribbean Cruises Ltd., the parent company of Azamara Club Cruises and Celebrity, hired Larry Pimentel as the line's new President and CEO to spearhead this effort. Azamara Cruises was subsequently renamed Azamara Club Cruises.5 The line now focuses on becoming a value leader in premium cruising. Azamara Club Cruises offers overnight stays at a range ports of call in an effort to promote their foremost brand pillar "destination immersion".6
The line's vessels, Azamara Journey and Azamara Quest received a $25 million refurbishment. There are LCD TV's in every stateroom, new furnishings, new poolside furniture and expanded public areas.
Azamara Club Cruises raised cruise fares with the rebranding, but now includes complimentary wines during lunch and dinner, English Butler service in suites and beverages such as soda, water and coffee.5 They also introduced a new loyalty program, separate from Celebrity Cruises' Captains Club, known as Le Club Voyage and, starting in 2011, designed more elaborate itineraries that will immerse guests in the culture of the various destinations. Azamara hopes that more overnight stays and visits to ports on each of the seven continents will draw the premium cruiser to their repositioned brand.
Welcome. Here at Azamara Club Cruises, we continue our efforts to be the world's top up-market cruise line. As such, we are committed to providing you with unparalleled service; the finest dining at sea; a glorious spa and wellness experience, and innovations such as Destination Immersion®. With our hallmark of longer stays, more overnights and night touringSM, we'll not only take you to awe-inspiring destinations, but also give you more time to fall in love with them.
Azamara Club Cruises consists of two intimate ships, Azamara Journey® and Azamara Quest®. Each can carry 686 fortunate guests to discover the hidden corners of the world that larger cruise ships simply cannot reach. In addition to offering a more personalized experience, our ships have recently undergone a $17.5 million revitalization including new European bedding and soft goods, flat screen televisions, new veranda decking and furniture, and wireless internet service in all staterooms and public areas. Plus, 93% of our staterooms offer ocean views and 68% have a private veranda.
You may be wondering where the name Azamara comes from. Azamara is a coined term derived from the Romance languages. This includes the more obvious links to blue (az) and the sea (mar). The name was also inspired by a star, Acamar. In Classical times, the star Acamar was the most southern bright star that could be seen from the latitude of Greece. We think of Azamara Club Cruises as a star on the blue sea. We love the flowing name that conjures up the imagery of magnificent journeys around the world. And we look forward to sharing these voyages with our guests. Download