54 INTERVIEW Powered up Rebecca Barnes asks Azamara Cruises’ new CEO Dondra Ritzenthaler about her vision for the destination-focused brand 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 “ The variety of immersive programmes we offer is why guests keep sailing with us”
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