Azamara sets up trade advisory panel

A UK partner advisory panel is to be introduced by Azamara Cruises.

Ten key industry contacts, including representatives from cross-industry cruise retail sectors such as travel agents, cruise specialists, homeworkers, tour operators and consortia, will make up the “collaborative forum”. 

The panel will include representatives from brands such as Iglu, Fred Olsen Travel, ROL, Trailfinders, Panache Cruises, Advantage Travel Partnership, Gold Medal, Hays Travel and World Travel Holdings. 

The aim is to have brand advocates who can share their thoughts and feedback openly with the line’s senior leadership team on what they would like to see from the company. 

In turn, Azamara Cruises will share with the panel details of forthcoming new products, services and initiatives to gain feedback prior to launch.

The initiative comes days after managing director David Duff stood down from his role with international chief sales officer David Siewers assuming responsibility for the line’s activities in the UK and EMEA. 

The panel will be initiated later this month at a lunch and briefing session to be hosted by Azamara’s senior leadership team including Siewers, newly-appointed chief marketing officer Lisa Kauffman, UK & Ireland sales director Stuart Pearce and members of the trade relations team.

Two meetings will be hosted annually, one in person and one virtually. Members of the panel may also be called upon periodically throughout the year as and when new brand ideas arise.

Siewers said: “We’re delighted to launch our partner advisory panel, bringing together key partners to discuss our future ambitions and gain their valuable input. 

“Our agent partners are fundamental to our future success, so this collaborative forum will allow us to share ideas and initiatives with the travel professionals who know our business best. 

“By working together from the outset, we can ensure new products and processes truly meet market needs.”

He added: "Given that nearly 90% of our overall business comes via the trade, agents play an important and fundamental role in our future strategy as a brand and, therefore, the open and transparent relationships we have with our valued agent partners are paramount.”