5 2 Azamara Onward was refurbished and rebranded before starting service in May 2022 INTERV IEW Onwards and upwards Azamara is making the most of opportunities to grow as an independent brand. Patrice Willoughby tells Michele Witthaus what’s new at the company Since its purchase in 2021 by Sycamore Partners, Azamara has been investing in a range of activities and initiatives to improve the guest and crew experience on its ships, optimise operations, and boost profitability. “We are consistently looking at new ways we can improve, enhance and expand every aspect of the company,” says Patrice Willoughby, chief sales officer international at Azamara. “With an extensive record of investing in and elevating brands like Azamara, Sycamore is helping us drive the next phase of growth, while maintaining our high guest engagement, personalised service and the Destination Immersion ethos we are known for.” One of the key investments to date has been the purchase, refurbishment and launch of Azamara Onward in May. The ship will sail ‘Country-Intensive’ itineraries, which are designed to allow more time to explore a single country’s hidden gems. “Driving forward the future of Destination Immersion programming and experiences, half of Onward’s voyages will be ‘Country-Intensive’ itineraries, with 85 late nights and 21 overnight stays in multiple cities across Europe, as well as three new land explorations,” explains Willoughby, adding that in 2023, Azamara will offer more of these highly focused voyages than ever before. Over the past year, the brand has also been working to increase consumer awareness of its Destination Immersion offerings, launching its biggest digital campaign to date, ‘Change the Way “ We have the full, four-ship fleet in action for the first time ever”
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