Azamara’s new chief executive, Dondra Ritzenthaler, is spearheading fleet expansion with a strong focus on the UK market.
- Ritzenthaler, recently appointed, is determined to increase the current fleet, exploring both acquisition and new builds.
- Azamara relies heavily on travel agents, with 90% of UK sales through this channel, surpassing other markets.
- The UK and Australia are pivotal in international sales, contributing to a significant portion outside North America.
- Azamara targets seasoned cruisers seeking authentic experiences, prioritising brand engagement over initiating first-time cruisers.
Azamara’s newly appointed chief executive, Dondra Ritzenthaler, has made it clear that growing the fleet is a top priority, underscoring a significant focus on the UK market. Speaking on a webcast, she expressed a resolute determination to expand the line beyond its current four-ship fleet, exploring possibilities of either acquiring refurbished ships or constructing a new vessel. The proposed new ship would mirror the existing fleet size, accommodating approximately 700 passengers and venturing into unserved destinations.
Ritzenthaler highlighted the crucial role of travel agents, particularly in the UK, where a staggering 90% of Azamara’s sales are conducted through this channel, overshadowing global figures where it stands at 85%. She emphasised the proficiency of agents, referring to them as ‘pros’ who are instrumental in enhancing the market share. Her strategic vision includes developing comprehensive packages to streamline business operations and simplify customer experiences.
Focusing on expanding Azamara’s business footprint, Ritzenthaler noted that while North America remains a dominant market, the UK and Australia constitute a substantial 40% of sales outside North America. She identified the UK as a key growth area and envisions increasing its market share through effective packaging strategies. Her approach seeks to cater to guests seeking immersive destination experiences, setting Azamara apart from competitors.
Ritzenthaler articulated a strategic intent to increase the company’s customer base by appealing to experienced cruisers who are new to the Azamara brand. She expressed her appreciation for loyal guests while acknowledging the brand’s unique offering that appeals to those interested in profound destination immersion, capturing those who have previously enjoyed cruising and are in search of a more authentic travel experience.
Azamara, with Ritzenthaler at the helm, is poised for strategic fleet and market expansion, reinforcing its brand presence with a focus on unique cruise experiences.
