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Who Owns Azamara Cruise Line

Published: January 5, 2024

by Pegeen Rey

who-owns-azamara-cruise-line

Introduction

Azamara Cruise Line is a popular choice among travelers looking for an unforgettable cruise experience. With its commitment to providing luxury, personalized service, and immersive itineraries, Azamara has become a leading name in the world of cruising. This article will delve into the history of Azamara Cruise Line, explore its ownership, highlight its cruise ships and itineraries, discuss partnerships and alliances, and shed light on its future plans and expansion.

When it comes to cruising, Azamara stands out for its unique approach. The cruise line aims to create a boutique hotel-like experience on the high seas, catering to the discerning traveler seeking authentic and immersive experiences. From carefully crafted itineraries that span the globe to its commitment to exceptional service, Azamara is dedicated to going above and beyond to exceed guest expectations.

Azamara Cruise Line was founded in 2007, but its history can be traced back to a much earlier time. It emerged as a result of the Royal Caribbean Group’s effort to expand its presence in the luxury cruise market. The company saw an opportunity to create a cruise line that would differentiate itself by focusing on destination immersion and personalized experiences.

Since its inception, Azamara has carved a niche for itself by providing longer stays and overnight stays in ports, giving passengers the opportunity to explore each destination in-depth. This emphasis on destination immersion sets Azamara apart from other cruise lines, allowing guests to truly connect with the cultures, traditions, and people of the places they visit.

With its unique approach and dedication to customer satisfaction, Azamara Cruise Line has gained a loyal following of cruisers who appreciate its intimate ships, immersive itineraries, and outstanding service. In the following sections, we’ll dive deeper into the history, ownership, cruise ships and itineraries, partnerships, and future plans of Azamara Cruise Line.

History of Azamara Cruise Line

The history of Azamara Cruise Line dates back to 2007 when the Royal Caribbean Group decided to establish a new brand that would cater to the luxury cruise market. The company recognized a growing demand for cruise experiences that focused on destination immersion and personalized service, setting the stage for the birth of Azamara.

Azamara’s roots, however, can be traced back further to two other well-established cruise lines – Renaissance Cruises and Pullmantur Cruises. Renaissance Cruises, known for its small luxury ships, ceased operations in 2001. At the time, Royal Caribbean acquired eight of Renaissance’s vessels, two of which would later become part of Azamara’s fleet.

After acquiring the ships, Royal Caribbean proceeded to create a new brand that would embody the qualities it envisioned for a luxury cruise experience. In 2007, Azamara Club Cruises was launched, with the Azamara Journey and Azamara Quest as its initial ships.

Azamara set itself apart by offering longer stays in ports and overnight stays, allowing passengers to have a more immersive experience in each destination. The focus on destination immersion, combined with exceptional service, quickly gained the attention of travelers seeking a more intimate and authentic cruise experience.

In 2010, Azamara Club Cruises embarked on a rebranding phase to further refine its image and appeal. The company dropped the “Club” from its name and became simply Azamara, signaling its commitment to luxury and exclusivity.

Over the years, Azamara continued to expand its fleet and refine its itineraries, offering cruises to all corners of the globe. The cruise line introduced its third ship, the Azamara Pursuit, in 2018, further enhancing its capacity to cater to more passengers.

Under the leadership of its president and CEO, Carol Cabezas, Azamara focuses on delivering a personalized and intimate cruising experience. The company strives to create a sense of community onboard, fostering connections among passengers and crew members and ensuring that every guest feels valued and well-cared for throughout their journey.

Azamara has earned a reputation for its commitment to excellence, garnering numerous industry awards and accolades along the way. The cruise line’s dedication to offering unique itineraries and providing impeccable service has solidified its position as a top choice for luxury cruising enthusiasts.

Ownership of Azamara Cruise Line

Azamara Cruise Line is currently owned by Sycamore Partners, a leading private equity firm based in New York City. The acquisition of Azamara by Sycamore Partners took place in early 2021, marking a significant milestone in the cruise line’s history.

Prior to being owned by Sycamore Partners, Azamara Cruise Line was a subsidiary of the Royal Caribbean Group. The Royal Caribbean Group, one of the world’s largest cruise companies, is known for its portfolio of renowned cruise brands, including Royal Caribbean International, Celebrity Cruises, and Silversea Cruises.

The decision to sell Azamara to Sycamore Partners was driven by the Royal Caribbean Group’s strategic goals and focus on its core brands. By divesting Azamara, the Royal Caribbean Group aimed to streamline its operations and concentrate its efforts on its other cruise lines.

Sycamore Partners, known for its expertise in retail and consumer investments, saw the potential in Azamara Cruise Line and recognized the value of the brand. With its deep industry knowledge and proven track record of successful investments, Sycamore Partners saw an opportunity to further enhance and expand Azamara’s offerings.

With the transition to new ownership, Azamara Cruise Line continues to operate as a distinct brand, maintaining its focus on providing an exceptional luxury cruise experience. The change in ownership brings new opportunities for growth, investment, and innovation for the cruise line.

Under the leadership of Sycamore Partners, Azamara aims to build upon its strong foundation and solidify its position as a leading luxury cruise brand. The new ownership is committed to enhancing the guest experience, investing in the fleet, and expanding the range of itineraries and destinations.

Despite the change in ownership, Azamara continues to prioritize its core values of destination immersion, personalized service, and creating memorable experiences for its passengers. The cruise line remains dedicated to delivering exceptional service, captivating itineraries, and fostering a sense of community onboard.

As Azamara Cruise Line enters this new chapter under the ownership of Sycamore Partners, passengers can expect a continued commitment to excellence and an unwavering focus on creating unforgettable luxury cruise vacations.

Cruise Ships and Itineraries

Azamara Cruise Line offers a fleet of three intimate and luxurious ships: the Azamara Journey, Azamara Quest, and Azamara Pursuit. These mid-sized vessels are designed to provide an intimate and comfortable cruising experience, accommodating between 690 and 777 passengers.

The ships of Azamara are renowned for their elegant design and a host of amenities that cater to the discerning traveler. From the spacious staterooms and suites to the variety of dining options and relaxing spa facilities, every aspect has been meticulously crafted to create a luxurious and memorable onboard experience.

Azamara Cruise Line offers a range of itineraries that span the globe, allowing passengers to explore fascinating destinations on different continents. The cruise line focuses on destination immersion, offering longer stays and overnight port visits to give passengers ample time to explore and experience the culture, history, and attractions of each location.

The itineraries of Azamara include popular destinations such as the Mediterranean, Northern Europe, the Caribbean, South America, Asia , and the Pacific. Passengers can embark on a journey across the sparkling Mediterranean, visiting iconic cities like Barcelona, Rome, and Santorini. Alternatively, they can set sail for the picturesque fjords of Norway or the adventure-filled waters of Alaska , immersing themselves in the awe-inspiring beauty of nature.

For those seeking exotic experiences, Azamara offers cruises to explore the vibrant cultures and stunning landscapes of Asia, including destinations like Japan, Vietnam , and Indonesia. Passengers can also venture into the heart of South America, discovering the ancient ruins of Machu Picchu in Peru or exploring the vibrant cities of Buenos Aires and Rio de Janeiro.

Azamara Cruise Line also offers themed cruises, catering to specific interests and passions. These include wine-themed voyages that take passengers through renowned wine regions, allowing them to indulge in tastings and vineyard visits. Additionally, there are culinary-focused cruises that provide the opportunity to savor local flavors and partake in cooking demonstrations led by renowned chefs.

Regardless of the itinerary chosen, Azamara ensures that guests have a seamless and enriching experience both on and off the ship. The cruise line is committed to curating unique shore excursions that offer authentic and immersive experiences, allowing passengers to connect with the local culture, history, and natural wonders of each destination.

With its fleet of intimate ships and diverse itineraries, Azamara Cruise Line offers a truly exceptional cruising experience, providing passengers with the opportunity to create cherished memories as they explore the world in style and luxury.

Partnerships and Alliances

Azamara Cruise Line has established strategic partnerships and alliances with various organizations to enhance the guest experience and offer unique opportunities both on and off the ship. These partnerships range from collaborations with renowned brands to affiliations with local communities in destination ports.

One notable partnership that Azamara has entered into is with PerryGolf, a leading provider of luxury golf travel experiences. Through this collaboration, Azamara offers immersive golf cruises that combine exceptional golfing opportunities with exceptional cruise experiences. Passengers have the chance to play at world-class golf courses in stunning destinations, all while enjoying Azamara’s luxury amenities and personalized service.

Azamara has also partnered with renowned travel companies to offer exclusive experiences and benefits to its passengers. For instance, through its partnership with Cox & Kings, a luxury travel company, Azamara offers access to unique pre-and-post cruise land tours, providing passengers with the opportunity to further explore the destinations they visit in greater depth.

Another partnership that enriches the guest experience is Azamara’s collaboration with World Wildlife Fund (WWF). As part of this alliance, Azamara promotes sustainable travel practices and supports WWF’s conservation efforts. Passengers can participate in onboard educational programs and initiatives that raise awareness about environmental protection and wildlife conservation.

Azamara Cruise Line has also formed alliances with local communities in destination ports to deliver authentic and immersive experiences for its guests. Through these partnerships, Azamara ensures that passengers have access to unique cultural events, local guides, and off-the-beaten-path experiences that showcase the true essence of each destination visited.

Furthermore, Azamara is a member of the Royal Caribbean Group’s family of brands and benefits from synergies with its sister companies. This partnership enables guests of Azamara to take advantage of shared resources and services, enhancing the overall cruise experience. For instance, passengers may have access to joint loyalty programs, shared amenities, and the ability to seamlessly transfer between different brands within the Royal Caribbean Group.

These partnerships and alliances reflect Azamara’s commitment to providing exceptional and enriching experiences for its guests. By collaborating with leading names in the industry and fostering relationships with local communities, Azamara Cruise Line ensures that passengers can immerse themselves in the destinations they visit and create lasting memories during their cruise journeys.

Future Plans and Expansion

Azamara Cruise Line has exciting plans for future growth and expansion to further enhance its offerings and meet the evolving needs and desires of its passengers. Under the new ownership of Sycamore Partners, Azamara is focused on building a brighter future for the cruise line.

One of the key areas of focus for Azamara’s future plans is fleet enhancement and modernization. The cruise line is committed to investing in its current ships and exploring opportunities to add new vessels to its fleet. This will allow Azamara to expand its capacity and offer even more diverse itineraries to passengers seeking immersive and luxurious cruise experiences.

In addition to fleet expansion, Azamara is dedicated to continuously improving onboard amenities and services. This includes enhancing the dining experience with new culinary concepts and partnerships with renowned chefs, as well as enhancing the overall guest experience through enriched entertainment options and luxurious accommodations.

Azamara also seeks to expand its global reach by exploring new destinations and ports of call. As part of its commitment to destination immersion, the cruise line is continually researching and developing itineraries that delve into lesser-known and off-the-beaten-path destinations. This allows passengers to uncover hidden gems and indulge in unique cultural experiences during their voyages.

Furthermore, Azamara aims to leverage its partnerships and alliances to offer exclusive access and curated experiences for its guests. The cruise line will continue to collaborate with renowned travel brands, destination communities, and cultural organizations to bring passengers one-of-a-kind encounters and enriching experiences both on and off the ship.

As the cruise industry evolves, Azamara recognizes the importance of sustainability and environmental conservation. The cruise line is committed to implementing eco-friendly practices and adopting technologies that reduce its ecological footprint. Azamara plans to further integrate sustainable initiatives and support local communities in the destinations it visits to ensure a positive impact on both the environment and the people who call these places home.

Lastly, Azamara Cruise Line aims to strengthen its position as a leader in luxury cruising by focusing on exceptional service and personalized experiences. The cruise line will continue to invest in training and development programs for its dedicated crew members to deliver unparalleled service that exceeds guest expectations and creates unforgettable memories.

With its ambitious future plans and commitment to excellence, Azamara Cruise Line is set to continue providing extraordinary cruise experiences that captivate and inspire travelers from around the world.

Azamara Cruise Line has established itself as a leading name in the luxury cruise industry, offering a unique and immersive experience for travelers seeking unforgettable adventures. With its focus on destination immersion, exceptional service, and intimate ships, Azamara has captured the hearts of cruisers around the world.

Throughout its history, Azamara has evolved and expanded, constantly striving to exceed guest expectations. The recent acquisition by Sycamore Partners has brought new opportunities for growth and innovation, ensuring a bright future for the cruise line.

From the luxurious accommodations and dining options to the carefully crafted itineraries that explore diverse destinations, Azamara Cruise Line takes pride in delivering an extraordinary experience at every turn. Passengers have the opportunity to discover hidden gems, connect with local cultures, and create cherished memories, all while being pampered with personalized service.

The partnerships and alliances formed by Azamara further enhance the guest experience, providing access to exclusive opportunities and unique encounters. From golf cruises to collaborations with renowned travel brands and a commitment to wildlife conservation, Azamara goes above and beyond to deliver unforgettable moments for its passengers.

Looking ahead, Azamara plans to continue its expansion by investing in fleet enhancement, onboard amenities, and global destinations. The cruise line is dedicated to providing exceptional service, curating enriching experiences, and embracing sustainability to minimize its ecological impact.

As Azamara Cruise Line embarks on this exciting journey, passengers can expect to be transported to captivating destinations, immersed in vibrant cultures, and treated to a luxury experience like no other. Whether it’s exploring ancient ruins, teeing off at breathtaking golf courses, or simply relaxing onboard in pure indulgence, Azamara promises an unforgettable voyage that will leave a lasting impression.

For those seeking a luxury cruise experience that combines world-class service, immersive itineraries, and unparalleled attention to detail, Azamara Cruise Line offers an extraordinary journey that will create memories to last a lifetime.

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Royal Caribbean has sold its Azamara brand including 4 ships for $201 million as the company continues to push back 2021 sail dates

  • Royal Caribbean has sold its Azamara cruise line brand to Sycamore Partners for $201 million.
  • The Azamara deal is the latest shakeup in a list of cruise industry disruptions amid the COVID-19 pandemic.
  • Visit Business Insider's homepage for more stories .

Insider Today

Royal Caribbean has sold its Azamara cruise line for $201 million while cruises in the US remain docked during the COVID-19 pandemic, the company announced Friday.

Sycamore Partners , the private equity firm purchasing Azamara in cash, now owns the cruising brand and its fleet of four ships, including one that was just acquired . Carol Cabezas, Azamara's COO, will serve as president of the cruise line, according to a press release from January when the agreement was first announced .

"Azamara remains a strong brand with its own tremendous potential for growth," Richard Fain, chairman and CEO of the Royal Caribbean Group, said in a statement in January.

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Read more:  COVID-19 has created a once-in-a-lifetime crisis for Carnival and Royal Caribbean, but after surviving hijackings and shipwrecks, the industry looks unsinkable

The ownership change also results in a $170 million non-cash impairment charge. According to Royal Caribbean , this Azamara sale won't "materially impact" the cruise company's financial outcomes.

Unsurprisingly, recent months haven't exactly been smooth sailing for Royal Caribbean. In December, Royal Caribbean announced it had sold its Empress and Majesty of the Seas cruise ships. Just several months prior, the cruise company reported it had lost $1.3 billion in its third quarter, the Miami Herald reported .

This Azamara announcement and Royal Caribbean's difficulties are only some of the shakeups in the long list of cruise industry disruptions that have happened in the face of the coronavirus pandemic. From stranded crew members to refund issues to a " wasted year ," things have been looking a bit bleak for cruise companies around the world .

However, according to Royal Caribbean , this latest deal will allow the mega cruise company to "focus on expanding" its Royal Caribbean, Celebrity, and Silversea Cruises brands.

Read more:  Carnival and Royal Caribbean salaries revealed: From $32,000 to $383,000, here's how much the cruise industry's power players pay some of their employees

The sail date for these cruise lines , and other cruises around the US, still remain to be seen as the coronavirus pandemic continues to rage on.

Are you a cruise industry employee or have a cruise industry story to share? Contact this reporter at [email protected].

Watch: The rise and fall of the cruise industry

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Azamara’s new owner buys fourth ship

Pacific princess to join azamara fleet in 2022.

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azamara cruise ownership

The New York-based equity firm, which last week inked a definitive agreement to acquire the Azamara brand from Royal Caribbean Group by the end of Q1 2021 ,  has emerged as the buyer of Princess Cruises’ Pacific Princess.

Pacific Princess is a former R-class ship, comparable in size to the three sister ships in Azamara’s current fleet. The ship sailed more than 1.6 million nautical miles and 11 World Cruises since joining Princess Cruises’ in 2002.

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azamara cruise ownership

“The addition of this ship is an important milestone and reflects Sycamore Partners’ commitment to supporting Azamara in its next phase of growth,” Stefan Kaluzny, Managing Director of Sycamore Partners, said.

“Expanding the fleet will allow Azamara to continue to serve loyal customers, as well as those new to the brand, with more unique Destination Immersion programming and itineraries.”

The additional ship, which will be named at a later date, is comparable in size to Azamara Pursuit , Azamara Journey and Azamara Quest , expanding the fleet’s overall capacity by 33%.

Together, the four ships will support Azamara’s commitment to enrich immersion around the world.

“We are thrilled to be expanding our fleet with a fourth ship, allowing us to visit even more regions of the world and better serve our guests,” said Carol Cabezas, President of Azamara.

“We look forward to launching even more unique and immersive itineraries and feel this is just the beginning of an exciting growth phase for Azamara.”

Carol Cabezas, President of Azamara confirms fourth ship acquisition

Prior to launch, Pacific Princess will undergo an extensive refurbishment to match its sister ships and Azamara’s upmarket position, as well as offer unique onboard elements. These updates will be similar to the renovations introduced most recently on Azamara Pursuit , bringing guests the experience of a boutique hotel at sea.

Details about the new ship’s deployment and itineraries will be made available at a later date.

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New Azamara boss to fans: Don't worry, the line won't change

Gene Sloan

Don't worry, Azamara fans: The line's new owners aren't planning any radical changes to the Azamara cruising experience you know and love.

That's the word this week from Azamara's new president, Carol Cabezas, who spoke with TPG in an exclusive interview following the news that Royal Caribbean Group is selling the upscale cruise brand to a private equity firm, Sycamore Partners.

"They really love what we do, and they've said that they want us to continue doing what we do," Cabezas told TPG this week. "They just want to invest to grow it."

For more cruise news, reviews and tips, sign up for TPG's new cruise newsletter.

Cabezas said the three-ship line's "destination immersion" focus with lots of long stays in ports, including overnight stays, will remain — as will the line's focus on onboard service. And the crew Azamara fans have come to love won't go anywhere, either.

Indeed, while the ownership of the brand will be changing within weeks (the buyout deal is expected to close by the end of March), the change shouldn't be noticeable to customers who are booking or sailing on voyages, she said.

"Their reservations, any sorts of promotions, cruise credits, their loyalty program -- all of that remains intact," she added. "And we want to make sure everybody understands that."

Related: How to plan a cruise with points and miles

azamara cruise ownership

Where Sycamore will have a big influence in the coming years is in the line's growth, Cabezas suggested. And that's already become evident. On Monday, Sycamore announced it would expand Azamara's passenger capacity by 33% over the coming year with the addition of a fourth vessel.

Sycamore said it was buying the 672-passenger Pacific Princess from Princess Cruises to add to the Azamara brand.

"This is a great opportunity," Cabezas said of the purchase. "Princess felt like this was the right time to sell this beautiful vessel and … [we] wanted to jump on the opportunity of the ship being available. It just made a lot of sense."

Related: Why Azamara is growing its fleet even as other lines cut back

Built in 1999, the 30,277-ton Pacific Princess is a relative outlier in the Princess fleet. But it'll fit perfectly in Azamara's fleet. It's a sister vessel to Azamara's three ships — Azamara Journey, Azamara Quest and Azamara Pursuit.

Cabezas said the purchase of Pacific Princess for Azamara was a sign of Sycamore's confidence in the brand's future and its commitment to growing the brand.

"Sycamore is … really making it obvious that they believe in what we're doing here by, in less than a week, announcing that we're adding a fourth vessel," she said. "I think that speaks volumes [about] what's to come. Right out of the gate, [they're] saying, 'We believe in the product and guess what, here's the start of that growth.'"

Royal Caribbean Group founded Azamara in 2007 as a small, upscale brand that would complement its bigger, more mainstream Royal Caribbean and Celebrity Cruises brands. But it never invested much money in expanding the line.

Azamara initially launched with two vessels, and Royal Caribbean only added one more vessel to the line's fleet over its 13-year history.

Related: The ultimate guide to Royal Caribbean

One of Azamara's biggest competitors in the upscale ocean cruising space, Oceania Cruises , has more than doubled in size with three new ships over the same period.

Another major competitor, Viking , has added six new ocean vessels since 2015 and has another half a dozen on order.

Cabezas suggested that Sycamore saw the potential for Azamara to be a bigger player in the industry.

"They specialize in identifying brands that have a recognition, a loyal following, and a [unique selling proposition], and that's why they selected Azamara," she said. "They're coming in from the outside, looking at the forest and not within the trees, which sometimes we might do. And they're saying there is opportunity in the long term."

With the addition of a fourth vessel, Cabezas said the Azamara brand could expand its lineup of itineraries and the number of destinations it serves.

azamara cruise ownership

"There are things that we cannot do today because we don't have enough capacity in the fleet," she said. With an extra ship, Azamara "might be able to do more country-intensive types of voyages, and there are certain areas where, with only three ships, we haven't had the opportunity to go."

All three current Azamara ships and the new one coming from Princess Cruises originally were built for Renaissance Cruises, a cruise line that ceased operations in 2001. They were part of an eight-ship series built between 1998 and 2001 known as the R Class.

The other four R Class ships are now part of the Oceania Cruises fleet and sail under the names Insignia, Regatta, Nautica and Sirena.

Azamara will rename Pacific Princess after it takes control of the vessel, but Cabezas didn't say what the new name would be. The ship originally sailed as the R Three for Renaissance. It was renamed Pacific Princess in 2002 after joining the Princess fleet.

The ship won't start sailing for Azamara until 2022, with initial sailings in Europe , she said.

Like all other major cruise lines in the world, Azamara stopped departures worldwide in March 2020 as the novel coronavirus swept the globe. It hasn't operated a single voyage since. But, it's hoping to restart operations in the coming months. The line has canceled all sailings through the end of April but still has voyages on the books for May and beyond.

Unlike many lines, Azamara hasn't shed any of its ships during the industrywide shutdown. Princess Cruises, by contrast, has shed five of the 17 ships that were in its fleet at the start of 2020. Other major brands that have downsized by removing ships include Carnival Cruise Line and Holland America, which both eliminated four vessels from their fleets. Royal Caribbean has cut two ships from its roster.

Sycamore Partners is a private equity firm based in New York. The firm specializes in consumer, distribution and retail-related investments and partners with management teams to "improve the operating profitability and strategic value of their business," according to a company overview.

Cabezas was elevated to president of Azamara at the same time the buyout of the brand was announced. She previously served as chief operating officer.

On Wednesday, Sycamore announced it had hired former Holland America president Orlando Ashford to serve as executive chairman of the brand.

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Onboard Azamara Under Fresh Ownership and a Stale Pandemic

Onboard Azamara Under Fresh Ownership and a Stale Pandemic

Photo: Brittany Chrusciel

Shaking things up was never the plan when Azamara Cruises left the Royal Caribbean Group umbrella earlier this year. The new ownership under private equity firm Sycamore Partners has, if anything, allowed the self-proclaimed boutique hotel brand to be more of itself than ever before, according to hotel director Tony Markey.

We’re onboard Azamara Journey in the Canary Islands and comparing this cruise to our Azamara Pursuit Greek Isles sailing in August 2019, there is a stark contrast. However, the changes that have touched nearly every aspect of the cruise have nothing to do with ownership and everything to do with the ongoing global pandemic.

White Night has become Bright Night; a decision to tweak the name was made to maintain the integrity of this hallmark Azamara experience under COVID protocols. The signature barbecue buffet and outdoor entertainment has been moved to a special menu for a seated indoor meal. The performances were just approved for guests to gather and enjoy maskless on the sun deck, but weather moved them to the lounge anyway.

Many guests still wore white, though there was a bit more of a creative license in the apparel. After being so careful and requiring mask usage both in public areas and when social distancing isn’t possible, many revelers reluctantly took to the dance floor but relished not wearing their face coverings, which seemed counterintuitive. Still, we were informed that with ever-changing CDC protocols, it’s looking like White Night will resume out on deck — more or less — by the next voyage or two.

Another cornerstone of Azamara’s destination-immersive program is its AzAmazing Evenings — a truly special included experience, such as a classical concert in the ruins of Ephesus, Turkey, that became relatively impossible in an age of social distancing. Even outdoors, no port will currently allow for hundreds of ship passengers to congregate at the same event.

Markey reassured us that planning is already well underway for the spring to have these lauded events back in action. In the meantime, a Destination Evening is presented once per cruise to bring local culinary delicacies and entertainment onboard for guests to take part. Tomorrow, we’re looking forward to a colorful spread of Spanish food, wine, and music.

When he’s not rapidly adapting to the latest CDC guidance, Markey might be found chatting with loyal guests at the café or single-handedly putting together the new balcony furniture that the Journey received during its dry dock this summer.

Like everything, the renovations were affected by supply chain and shipping issues, leaving wallpaper in Japan until this week when apologetic workers donned the walls of passenger decks with a fine heather gray in the span of a day or two. When carpet didn’t arrive for the Den area on Deck 5, quick thinking lead to a “borrowed” carpet from former sister brand Celebrity until the real thing makes its way to the ship.

More changes can be found in the Windows Café, like many buffets that moved from self-serve to a la carte (breakfast and lunch are still served buffet).

In Prime C and Aqualina, the ship’s specialty restaurants, the menus have been combined to accommodate sparse attendance. As Markey told us, there isn’t much of an ambiance if only four people are in the entire restaurant at any given time. So while either venue can be booked for $30 (still included for suite guests), the very best of each menu can be found in both restaurants as a steakhouse/Italian hybrid offering.

As with many recent changes, the moves are temporary. Many things are the same, including the friendly service we remember from two years ago and that repeat passengers praise above all else. While some of the fitness and spa staff are currently unable to join the ship from South Africa, the diverse crew that is onboard has made us feel welcome — like nothing has changed in terms of ownership, let alone the state of the world. (This is despite weekly testing and daily temperature reporting; all-new crew joining the vessel are subject to a mandatory weeklong quarantine, even with their required full vaccination status.)

In talking with Markey, the management changes to Azamara have mainly been administrative, and he believes they have been for the better. “We’re now being told to think of expenditures almost like it’s our own money,” which he says has led to more ownership over the purchasing and decision-making process.

That’s not to say Sycamore is stingy with funds. Remember that gray wallpaper? Apparently, it was quite pricey. But Markey tells me that the firm is willing to invest in the product where it’s needed to grow the brand.

The scoop on Azamara Onward, debuting this May, is…it should look nearly the same as the cruise line’s other four vessels, with minor tweaks. And that’s how Azamara passengers prefer it. Once it’s safe to do so, this departure from the color of the Night or the location of the Evening will revert to the Azamara standards that guests know and expect. From all accounts, these new investments will help the cruise line meet — and exceed — those expectations.

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New Leadership and Big Changes at Azamara

  • November 7, 2023

Azamara Onward

Azamara today announced the appointment of two senior executives to lead the company in its next phase of growth, according to a press release.

Dondra Ritzenthaler has been named Incoming Chief Executive Officer.

A 40-year veteran of the travel industry, Ms. Ritzenthaler was most recently the Senior Vice President of Sales, Trade Support and Services for the Americas for Celebrity Cruises. Prior to her 20 years with Royal Caribbean and Celebrity, she spent nearly 20 years with American Airlines in a number of sales and marketing leadership roles. Ms. Ritzenthaler will begin at Azamara in May 2024.

Until that time, Chair of Azamara, Dan Hanrahan, will provide day-to-day leadership and oversight of the team.

“Azamara provides a unique and exciting offering within the luxury cruise space, and I am thrilled to have the opportunity to lead the company into its next chapter,” said Ritzenthaler. “I look forward to working with the talented team and their travel partners to better serve the customer base and grow the Azamara brand.”

Alain Ferzli joins Azamara as Chief Financial Officer, effective immediately. Mr. Ferzli has more than 20 years of significant experience driving profitable growth in the cruise industry. He served as the acting Chief Financial Officer for Virgin Voyages and in various financial leadership roles with Royal Caribbean.

Mr. Hanrahan commented: “Our team has worked diligently to maintain a solid foundation for Azamara amid unique industry-wide challenges over the last several years. Dondra and Alain’s deep knowledge of and experience leading cruise lines will support the shift of our focus to expanding our business and realizing Azamara’s full potential.”

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  1. Azamara Cruises 2023 / 2024

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  2. Azamara sold for $201 million

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  3. Azamara cruise line is expanding under new ownership

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  4. The ultimate guide to Azamara cruise ships and itineraries

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  5. Royal Caribbean Sells Higher-End Azamara Cruise Line for $200 Million

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  6. Azamara Journey Cruise Ship 2024 / 2025

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  1. 2022/10 AZAMARA CRUISE

  2. Silver Spirit Cruise Ship Arrival in Ras Al Khaimah's Boutique Cruise Terminal

  3. AZAMARA JOURNEY CRUISE SHIP DUBAI HORBOUR CRUISE TERMINAL 🇦🇪 #buhaymekaniko #buhayofw #cruiseship

  4. Tour of the Azamara Journey

  5. Around Azamara Journey

  6. 5 Things We Loved About Azamara Pursuit

COMMENTS

  1. Azamara

    History. Azamara Cruises was founded in 2007 after two R-class ships from Pullmantur Cruises that would have gone to Celebrity Cruises were transferred to the new company. The first ships of the company were the Azamara Quest and Azamara Journey. They make cruises to exotic locations, competing with Oceania Cruises.

  2. Sycamore Completes Purchase of Azamara and Fourth Cruise Ship

    Sycamore Partners paid $201 in the all-cash transaction to acquire the three cruise ships, the brand, and its associated intellectual property. It marks the firm's first investment in the travel ...

  3. Azamara Cruise History: Azamara Cruises Then & Now

    When Azamara first entered the market in 2007, it struggled to make its mark in the deluxe cruising niche.In 2009, luxury cruise industry veteran Larry Pimentel -- an executive with 25 years of ...

  4. Who Owns Azamara Cruise Line

    Ownership of Azamara Cruise Line. Azamara Cruise Line is currently owned by Sycamore Partners, a leading private equity firm based in New York City. The acquisition of Azamara by Sycamore Partners took place in early 2021, marking a significant milestone in the cruise line's history.

  5. Royal Caribbean Sells Azamara Brand and Ships to a Private Equity Firm

    Pullmantur was operating two, 30,000 gross ton cruise ships that had originally been built in 2000 for another cruise line, Renaissance Cruises, which had ceased operations in 2001.

  6. Royal Caribbean Has Sold Its Azamara Cruise Line, 4 Ships for $201 Million

    The ownership change also results in a $170 million non-cash impairment charge. According to Royal Caribbean, this Azamara sale won't "materially impact" the cruise company's financial outcomes. ...

  7. Royal Caribbean Group to sell Azamara cruise line for $201 million

    Matt Hochberg. Royal Caribbean Group announced it has sold its small boutique cruise line, Azamara, for $201 million. The all-cash deal will send the cruise line to the new owners, a private-equity firm Sycamore Partners. Sycamore Partners is a private equity firm specializing in consumer, retail and distribution investments.

  8. Azamara Cruises

    Smaller Ships, Out of the Ordinary Destinations. Azamara consists of four intimate ships, Azamara Journey, Azamara Quest, Azamara Pursuit and Azamara Onward. Each can carry up to 700 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 ...

  9. Azamara Officially Sold, Takes Possession of Fourth Ship

    Last updated: 11:00 AM ET, Fri March 19, 2021. Azamara, the upscale boutique cruise line, is now an independent brand and has taken delivery of its fourth ship, named Azamara Onward. The vessel handover, which took place on March 15, 2021, coincides with the close of Azamara's purchase by Sycamore Partners, a private equity firm, specializing ...

  10. Azamara's new owner buys fourth ship

    The New York-based equity firm, which last week inked a definitive agreement to acquire the Azamara brand from Royal Caribbean Group by the end of Q1 2021, has emerged as the buyer of Princess Cruises' Pacific Princess. Pacific Princess is a former R-class ship, comparable in size to the three sister ships in Azamara's current fleet. The ...

  11. Azamara Company Profile: Valuation, Funding & Investors

    Azamara Club Cruises. Ownership Status. Privately Held (backing) Financing Status. Private Equity-Backed. Primary Industry. Cruise Lines. Other Industries. Marine. Corporate Office. 3059 Grand Avenue; Miami, FL 33133-5161; United States

  12. Royal Caribbean to sell Azamara line for $201M

    Dave Sebastian. Royal Caribbean Group said it is selling its Azamara luxury cruise line for $201 million in cash to private-equity firm Sycamore Partners, a move that would let the company focus ...

  13. Azamara Will Grow Under New Owners, Incoming President Says

    Cabezas has spent more than 20 years with Royal Caribbean Group in a variety of roles across sales, finance and revenue management with Azamara, Celebrity Cruises and the corporation itself. And with the new ownership, Azamara will indeed grow beyond the fourth ship, the former Pacific Princess, Cabezas said.

  14. As Azamara Heads Onward, What's the Future for the Cruise Line?

    On May 2, Azamara Cruises christened its fourth ship, Azamara Onward. Under new ownership and leadership, Azamara used the inauguration to symbolically usher in a new era for the small cruise line ...

  15. New Azamara boss to fans: Don't worry, the line won't change

    Don't worry, Azamara fans: The line's new owners aren't planning any radical changes to the Azamara cruising experience you know and love. That's the word this week from Azamara's new president, Carol Cabezas, who spoke with TPG in an exclusive interview following the news that Royal Caribbean Group is selling the upscale cruise brand to a private equity firm, Sycamore Partners.

  16. Azamara cruise line is expanding under new ownership

    Azamara cruise fans will find the programs they love — and more — from new owners By Taylor Dolven. Updated February 04, 2021 11:57 AM. ...

  17. Onboard Azamara Under Fresh Ownership and a Stale Pandemic

    Shaking things up was never the plan when Azamara Cruises left the Royal Caribbean Group umbrella earlier this year. The new ownership under private equity firm Sycamore Partners has, if anything ...

  18. Newly Independent Azamara Adds 4th Ship, Boosts Land Trips And ...

    The recent christening of Azamara Cruises' Azamara Onward is more than just a new ship being added to the line's fleet. The cruise line's momentum is growing under new ownership. President ...

  19. Who Owns My Cruise Line? A Guide to Cruise Line Parent Companies

    Holland America: Carnival Corporation & plc (Orlando Ashford, president) Norwegian: Norwegian Cruise Line Holdings Ltd. (Harry Sommer, president and CEO) Princess: Carnival Corporation & plc (Jan ...

  20. New Leadership and Big Changes at Azamara

    Ms. Ritzenthaler will begin at Azamara in May 2024. Until that time, Chair of Azamara, Dan Hanrahan, will provide day-to-day leadership and oversight of the team. "Azamara provides a unique and exciting offering within the luxury cruise space, and I am thrilled to have the opportunity to lead the company into its next chapter," said ...

  21. Is Azamara a 'secret'? The cruise line's new team aims to spread the

    Royal Caribbean Group launched Azamara 16 years ago as a "deluxe" brand to compete in the upper-premium market, which was then only occupied by Oceania Cruises. In 2021, the group sold Azamara, at ...

  22. Meet the Leadership Team

    This is the who's who of Azamara Cruises' leadership team. Request a Quote Talk to an expert 1-855-292-6272. Menu Azamara. Upcoming Cruises. Past Cruises. Sign Out. ... His corporate cruise industry positions included Director, Environmental Compliance for Holland America Line; Vice President, Fleet Personnel for Norwegian Cruise Line; Vice ...

  23. Azamara Onward Cruise Ship Feels Familiar Yet New

    Talk about a second act: Azamara welcomed Azamara Onward to its fleet, marking the first ship bought and launched under its current private ownership. Azamara Onward-- the former Pacific Princess ...