Azamara boss targets growth from 'high-value' UK market

Azamara chief executive Dondra Ritzenthaler has pledged to maintain the line’s support of UK agents after revealing the market generates better return rates and booking value than others.

The UK is currently Azamara’s second largest source market after the US, and Ritzenthaler said it would continue to be a strategic priority.

In a Travel Weekly webcast recorded prior to her appearance at the Clia conference in Southampton, she said: “The guests that we get out of this market, they return more and they actually buy a cabin category higher.

“They are really valuable clients and a lot of that is because the travel advisors really love and support us, they get who we are, and they put the right guest on our ship so they get them back and so do we."

Ritzenthaler said work with UK agents was also driving new customers to the line, adding: “We’re getting a much higher (number of) first-to-brand customers than we ever have. And our repeaters is also growing.

“We’re growing our existing base but we’re really bringing in new customers and they’re a little bit younger [than previous average age].”

Ritzenthaler confirmed plans to continue to release future seasons well in advance due to strong forward sales, with winter 2027 and early 2028 sailings due to be unveiled around November this year.

She said: “It makes sense as even when we open that far out, some customers will book, and when you don’t have your product open they might choose somebody else.”

She also confirmed her desire to expand the line’s fleet, though she said the focus remained on its current four ships and raising average selling price.

“I am still very bullish, but our board has told us to stay maniacally focused on these four ships,” she said. “I do think the time will come (to add additional tonnage) but we need to focus on keeping our ships full and at higher yield.”

She added: “When the transition (from Royal Caribbean to independent ownership) happened, we had to lower our prices because we had some issues coming in, but that is way behind us so we are now able to raise those prices to where they were before.

“We’re strong, we deliver on our promise and we deliver amazing value, so let’s get these prices to where they need to be.”