“Baby boutique” line seeks to drive UK sales
Wednesday, 15 Jan, 2010
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New-look Azamara Club Cruises is looking to attract at least ten per cent more UK passengers as it becomes mainly all-inclusive.
The two ship “baby boutique” Royal Caribbean Cruise Lines brand aims for UK passengers to make up a quarter of the total, up from 14% currently.
The target was explained by new boss Larry Pimentel as part of a flying visit to brief the UK trade on the changes being introduced from April.
As previously reported by TravelMole, the company is adopting a “primarily all-inclusive” service as it takes a more destination-focussed approach.
Pimentel admitted prices will rise by 30% to cover the elements to be included from a level he described as too low for an upmarket cruise line.
“The price will go up by over 30% bet we will still have the best value in the sector,” he said.
This will also benefit agents as they will earn additional commission.
“This is a significant issue for the trade point of view as agents will end up earning more money,” said Pimentel, formerly boss of SeaDream Yacht Club.
To back up that message, the company is to recruit a dedicated UK-based sales person to focus purely on Azamara Club Cruises in a new role which will supplement the current sales force.
Included in the cruise price from April will be house wine at lunch and dinner, bottled water, specialty coffees and teas; housekeeping and dining gratuities; shuttle bus service to and from ports; “destination-influenced” entertainment and enrichment programmes; all meals and room service.
Specialty dining in speciality dining venues Prime C steakhouse and Aqualina will be complimentary for passengers in suites. The cover charges for remaining passengers will be $15 per person.
The line’s two 694-passenger ships, Azamara Journey and Azamara Quest, will make more
overnight stays and late night departures.
Passengers staying in suites or above will receive an English butler service, sales & marketing vice-president Edie Bornstein revealed. Butlers will cover 12% of rooms on each vessel.
Azamara Journey will be in London on June 1-3 as part of the destination-based itineraries which will see more time spent in ports.
by Phil Davies
Phil Davies
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