Azamara evolves market position to 'Stay Longer. Experience More'

[HostDave]

At an event today in New York, Azamara Club Cruises president and CEO Larry Pimentel is pounding home the brand's destination immersion focus with a new market position: 'Stay Longer. Experience More.'

This evolved positioning emphasizes how Azamara is delivering more than a thousand new and existing destination experiences in more than 70 countries, plus curated land offerings to ensure one-to-one human connection.

'This may occur through people-to-people interaction, cultural experiences, enjoying local food and beverages, music, events and so on,' Pimentel said.

Adding to the line's emphasis on longer stays and more overnights in port, Azamara will focus on three brand pillars: immersive itineraries, 'Cruise Global, Connect Local' experiences and the concept of boutique hotels at sea.

When it comes to immersive itineraries, Azamara increasingly offers the opportunity to visit destinations at night when many places come alive. More than 250 overnight and late night port stays (8 p.m. or later) are offered every year, which means roughly 50% of all Azamara port calls provide a nighttime experience in the destination.

Besides world events and themed voyages like Monaco Grand Prix, the World Cup, British Open, the Venice Redentore Festival, wine and yoga, Azamara will introduce country-intensive voyages. These enable passengers to experience more of individual countries such as Japan, Italy, Spain, Norway, New Zealand, Australia, Greece and Croatia.

The 'Cruise Global, Connect Local' umbrella consists of a series of land programs designed to deliver personalized and authentic experiences by day and night.

These include shore excursion groupings like 'Nights Local' for nightlife experiences such as the theater, a pub or a cultural performance, and 'Meet Local' to make people-to-people connections at homes, farms and villas. 'Stay Local' offers overland tours during the voyage and before and after. 'Customize Local' facilitates personalized excursions.

The included 'AzAmazing Evenings' will continue to provide a cultural event ashore for everyone on board.

'Cruise Global, Connect Local' experiences include bicycle and eco (wildlife and wilderness) tours, excursions featuring market shopping with an Azamara chef and visits to restaurants, wineries, breweries and distilleries. The line also facilitates attending local celebrations and events like the Cannes Film Festival, the 2018 FIFA World Cup in Russia, and New Year’s Eve in Sydney.

There are plenty of local golfing opportunities, too, via Azamara's partnership with PerryGolf for play at featured courses like the Doha Golf Club, The International, Royal County Down and Cork Golf Club.

Following their 2016 remodelings, Azamara Quest and Azamara Journey now feature more contemporary design, and the line is touting its 'boutique hotels at sea.' A new on-board hallmark will be destination-focused programming, ranging from local culinary and beverage selections to travel movies, lecturers and panel discussions about destinations and other relevant topics, as well as entertainment.