AZAMARA’S distinct onboard personality is beginning to take hold across the cruise sector, as customer preferences evolve, according to director of sales Victoria Chigwidden. The line’s ethos of ‘relaxed luxury’ is slowly being emulated around the industry, she said, as many other brands attempt to soften their own product, easing...
AZAMARA’S distinct onboard personality is beginning to take hold across the cruise sector, as customer preferences evolve, according to director of sales Victoria Chigwidden.
The line’s ethos of ‘relaxed luxury’ is slowly being emulated around the industry, she said, as many other brands attempt to soften their own product, easing onboard dress codes and creating more casual spaces.
Chigwidden said she is proud to see Azamara has been a leader in the space, she told CW.
“There’s other cruise lines that are now doing that, and we take that as a compliment,” Chigwidden said of the relaxed luxury approach.
“They obviously see what we’re doing as working.”
However, Chigwidden emphasised the kind of approach Azamara takes is one it has refined over years, and cannot be easily copied.
“The home away from home, and feeling welcome on board, that doesn’t just happen overnight,” she explained.
“I think it shows the way we treat our crew and our people – we’re all in this together, we’re one big family.”
This does not mean the cruise line will not evolve in the future though, Chigwidden said, with the recently announced Azamara Forward program set to transform its ships (CW 16 Jan).
Azamara’s largest-ever renovation program will take place later this year, introducing ship-wide upgrades and reimagined dining and bar venues across its entire fleet.
Chigwidden believed this will contribute to attracting a slightly different kind of customer: one who is still passionate about relaxed luxury, but with a greater focus on hard product.
One approach which will not be changing at Azamara will be its willingness to welcome guests of all ages.
With lines such as Viking and now Oceania Cruises (CW 08 Jan) committing to an adults-only experience, Chigwidden says Azamara will continue to represent a luxury option which welcomes younger guests, without tailoring to them.
She believed this will prove to be a selling point for Azamara, when compared to other luxury options, as well as contemporary cruise lines. MS
