By
Rebecca Barnes |
Dondra Ritzenthaler isn’t one for letting an opportunity pass her by and, when Azamara Cruises’ CEO took to the stage as a keynote speaker at the 2024 Cruise Lines International Association Conference in Southampton, UK, her energy and positivity certainly hit all the right notes. She had only been in the role for seven days at the time and her dynamic ‘lion’s mentality’ talk, which focused around telling delegates that a powerful attitude changes everything, was the perfect first day sign-off for the event.
“I need you to be resilient – we have come through crazy times,” she said, motivating the audience to leverage partnerships and understand the value of teamwork. She then revealed her vision for Azamara, which includes being even more committed to agents and growing the fleet.
Strategic new hires is key to Azamara’s growth, says Ritzenthaler, who has recruited new executive team members to lead the brand in its next phase, which includes growing the UK trade.
“Globally, 85 per cent of Azamara’s product is sold through travel agents and in the UK it is 90 per cent,” she explains. “I have been working closely with David [Duff, Azamara’s UK managing director] to continue to build relationships with the trade, and we have introduced some new initiatives to support UK trade partners. They include a new UK call centre, a trade loyalty programme, a series of Seminars at Sea, and the largest-ever ship visit programme in the UK.”
Ritzenthaler is keen to continue the momentum that Azamara has already built as an independent cruise line, so she has engaged with the line’s loyal guests to garner their thoughts on what a destination-focused cruise holiday looks like.
“After speaking with our guests, one of our key priorities is to continue to give them more time to spend in port, so they can experience the incredible destinations we sail to,” she says. “We know that the variety of immersive programmes we offer is why guests keep sailing with us, so it’s important we listen to them and continue to offer and expand on these experiences.
“Extended Destination Days give guests that all important time to explore and experience these unique shore excursions without ever feeling rushed. We dig deeper with specialised experiences that connect guests to the people, traditions, natural wonders and cultural riches of our destinations. These excursions are limited to just 26 guests, so they enjoy the time and space to ask questions, exchange ideas and really connect.”
Azamara also partners with tour operators like Micato Safaris in South Africa to offer pre- and post-cruise land programmes. “We are working to introduce even more immersive experiences, because we are truly committed to Destination Immersion, and we want our guests to get to the heart of each destination we visit,” explains Ritzenthaler.
All four of the brand’s ships – Azamara Onward, Azamara Quest, Azamara Journey and Azamara Pursuit pictured together in Koper, Slovenia – sail itineraries focused on immersing guests in destinations
In 2025 and 2026, Azamara will visit eight new ports of call, including Tobago’s capital Scarborough and Pointe des Galets on Réunion island. Along with a 12-night ‘South African Intensive Voyage’ in early 2025, there is a new 79-night ‘Grand Voyage’ in 2026 which will sail to 47 ports in 24 countries, totalling seven overnight stays, including in Buenos Aires, Argentina, and San Antonio, Chile.
With rumours about newbuild ships floating about in the industry, it will be interesting to see how the new Azamara era evolves under Ritzenthaler’s lead. For now, however, she is keeping her cards relatively close to her chest.
“I love our four ships – they are absolutely beautiful, and we have put a lot of work into maintaining them and ensuring they stay beautiful,” she says. “Of course, I’m excited about the prospect of expanding our fleet, and we are working hard to grow the company so we can bring more guests to even more unique destinations. Currently, our focus is on making Azamara wildly successful with the fleet we do have, and continuing to offer immersive experiences around the world.”
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