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Azamara Club Cruises

Azamara joins the cruising Club

Azamara Cruises - the two-ship brand launched in 2007 with the 694-guest Azamara Journey and sister ship Azamara Quest - spruced up its image in 2010 by renaming itself Azamara Club Cruises.

The newly refined brand introduced more inclusive options for guests such as gratuities, house wines with lunch and dinner, and coffee and bottled water throughout the day.

Azamara Club Cruises also focuses on slowing down the cruise experience with more overnight stays and late night departures from ports of call to increase guest immersion in a destination.

After taking the helm of Azamara Cruises, Larry Pimentel spent several weeks talking with past guests, travel agents and media to determine how to make his great-to-exceptional goal a reality.

Pimentel said: “This isn’t a strategy of going ‘from good to great’. This is about taking an already great product and making it exceptional. Today’s cruisers have incredible new vacation options - like Celebrity Cruise’s stunning Solstice Class, and Royal Caribbean’s Oasis of the Seas. Azamara Club Cruises will distinguish itself by delivering the destination like no other line.”

He added: “We’re going to slow down the tempo, and allow our guests to not just see the destination, but to live it. Consider destinations like St Tropez or St Petersburg, Russia. If you’ve experienced them only by day, you haven’t really experienced them. With Azamara Club Cruises, through more overnight stays and late-night stays, you can.”

The destination focus of Azamara Club Cruises inspired the brand’s new tagline “You’ll love where we take you”, and this will extend to its shore excursions.

Praised for its dining experience since its founding, Azamara Club Cruises places a heavy emphasis on fine cuisine, accompanied by vintage wines from boutique wineries around the world. Guests have the opportunity to taste high quality wines unavailable at home, because the selected vineyards produce a strictly limited quantity each year, distributed primarily locally. The featured wines are offered complimentary at lunches and dinners on every sailing.

Wellbeing is also a core component of the Azamara Club Cruises experience, too, with onboard and land-based experiences designed to help guests feel and look healthier and more youthful. Azamara Club Cruises’ aim in wellbeing is to help guests balance their physical, emotional, social, spiritual and intellectual needs through massages, facials and other spa treatments, as well as acupuncture, yoga, Pilates, and enrichment programmes.

The newly refined brand also is intensely focused on offering exceptional service.

Pimentel said: “Extraordinary service is paramount with Azamara Club Cruises. We know every travel and hospitality organisation proclaims it’s committed to great service, so what will make Azamara Club Cruises stand out? Firstly, our butlers will be trained to be true English butlers, offering a fine balance of anticipatory, pampering, yet non-intrusive service to guests in every suite.” Guests in staterooms will be served by the line’s host of experienced stateroom attendants.