Azamara unveils ‘transformational’ £60m fleet upgrade investment

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Azamara Cruises is set to carry out an £80 million refurbishment of its four-ship fleet over the next few years, adding new suite categories and a chef’s table experience, among other changes.

Azamara Quest will be the first to undergo a month-long refurbishment on October 31 ahead of its 2027 world cruise, with its first sailing post-dry dock scheduled for December 18.

Azamara Onward will be the second ship in the fleet to receive an upgrade ahead of its 2028 world cruise.

Speaking on a Travel Weekly webcast, chief international sales officer David Siewers called it “a transformational investment” that was “the smart thing to do” to adapt to the evolving travel industry.

He said: “We are making a transformational investment in our ships to bring fresh spaces, a new restaurant and bar experiences, and even on Azamara Quest exclusively, a brand new penthouse deck.

“All of these incredible changes, we are calling Azamara Forward, bringing us forward into a new era for our fleet.”

Twelve new suites and two new categories will only be introduced on Quest.

The Grandview and Panorama Suites will be the new “pinnacle” of the fleet and where Siewers said will be “where we start to deliver on the opportunity” for families with older children or two couples sharing.

Siewers said: “We all see how the travel industry has evolved with how multi-generational [travel] works, how people travel differently.

“I think creating different accommodation types to satisfy that is only the smart thing to do when you have an opportunity and investment like this.”

The average fare for a 10-night 2027 sailing for a Grandview suite starts from $12,000pp and from $20,000 for a Panorama Suite.

Siewers added that there is scope to add the suites to other ships if they are "as well-received as we hope" on Quest.

Another change to be introduced on each ship is a permanent Chef’s Table experience which can seat up to 34 people.

Siewers said: “Our Chef’s Table pop-up experience in our speciality restaurants in the past has constantly sold out.

“Our guests absolutely love it, so it only made sense for us to give it a permanent home.”

The cocktail lounge, Discoveries Restaurant, Atlas Bar and The Cabaret Lounge, along with every stateroom and suite will be upgraded with new colours, artwork and “a more modern feel”.

“It is going to be happening over the next several years,” Siewers said. “About one ship a year is our expectation.”

He said he was hopeful there would be an opportunity for the trade to get on board Quest when it was leaving dry dock to be able to see the changes in person.

Speaking about the wave period, he said the “signs so far” in January pointed to “an incredible, ground-breaking wave”, with “traction” in bookings for year-round Mediterranean and Alaska itineraries.

Siewers said: “To see it come through in the way it has so far, we are so indebted to our travel partners.”

He also committed to extending Azamara’s double rewards programme for another week into February, giving agents an additional £20 per booking, adding he “may even continue to build on that” later.