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Azamara Rebrands As Azamara, Expands Land Offerings
Azamara Pursuit (Photo: Azamara Cruises)

Azamara Rebrands As Azamara, Expands Land Offerings

Azamara Rebrands As Azamara, Expands Land Offerings
Azamara Pursuit (Photo: Azamara Cruises)

October 10, 2019

Adam Coulter
U.K. Executive Editor
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(11 a.m. EDT) -- Azamara has dropped the "Club Cruises" from its name to become Azamara, reflecting a move to significantly expanding its land offerings.

The boutique line, part of the Royal Caribbean Cruises Ltd. portfolio, will offer a total of 1,700 land program tours as part of the rebrand -- which also sees a new logo.

Passengers will have the option of adding three- to six-night pre- or post-cruise stays in every single embarkation and disembarkation city from October this year, as well as adding mid-voyage overland tours and city stays.

Azamara is dropping the "Club Cruises" from its name to become Azamara (Image: Azamara)

Speaking to Cruise Critic, Azamara President & CEO Larry Pimentel said: "It's a product that categorically does not exist in the cruise industry, but having said that guests can still purchase and can continue to purchase cruise only, but they can add a pre- or post-cruise stay.

"It will appeal to cruisers and it will appeal to non-cruisers, which is an enormous market. We will have a product for both.

"This is all about being the destination leader rather than just a cruise line. It's an extreme evolution. It's the biggest radical change we have had."

Pimentel dismissed any suggestion that the rebrand would put off cruisers: "I don't see any way of doing that. They can buy cruise only, the product at sea has not changed, the product pre- and post- which they are not required to go on is an option. And for the upscale client, options are a good thing.

"There will continue to be a cruise guide as we have had it printed for years and what we are introducing is the new land program, which is rather extensive."

"We are clearly a hybrid and I would the cruise is a conveyance to an interesting experience."

Pimentel emphasised that the experience onboard would remain the same: "100 percent the same onboard, the product onboard does not change, the programming that has been successful that guests love, the culinary, the entertainment, the crew quality doesn't change at all."

He added: "This is just the beginning, we expect our land programming to grow even more as we continue to augment our services. That said, it was a natural next step to take these custom-designed destination itineraries one step further on land and adjust our overall name and expand our strategy."

The line has teamed up with a number of leading tour operators, such as Cox & Kings, which run three-quarters of Azamara's land itineraries.

Other renowned luxury travel companies Azamara partners with include Micato, PerryGolf, Aloschi Bros, COLTUR Peru and Furlong Incoming.

The new program will allow passengers to visit more than 41 countries in the next two years.

The range of experiences include one-off bucket-list type experiences, which can last up to six days and might include safaris in Africa or jungle trekking in Borneo. Or staying local, which gives passengers the chance to immersive themselves in the culture and the people of a destination.

All the programs will be available from October 2019.

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