Azamara looks to enlarge fleet

The line has been expanding and restructuring since it was acquired by the private equity group Sycamore from Royal Caribbean last year

By Cruise Adviser On Oct 10, 2022

Azamara is looking to expand its fleet following its acquisition by the private equity group Sycamore Partners last year.

The line currently has four ships – Azamara Quest, Azamara Journey, Azamara Onward and Azamara Pursuit – but is in a better position to expand following its move from Royal Caribbean, according to president Carol Cabezas.

“It will be a larger fleet. I can’t say yet what that looks like, but I can say that Sycamore did not buy us for it to be just a four-ship fleet.

“When they acquired us, we were the perfect size; they didn’t have to create a brand or worry about staff and talent. It was all already done, but were weren’t so big that they can’t make their mark and make a difference.

“We knew what the marketplaces were going to say about a PE firm coming in. They thought Sycamore would break it up, take costs out, but they have actually been really supportive. They immediately gave us another ship and doubled our staff shoreside.

“We want to demonstrate that we’re going to have more growth in this brand. And as travel partners pick which horses they are going to back, we want them to see that Azamara is the one that’s going to have all the excitement.”

Cabezas added that the recently announced restructure of the line’s UK sales team – which, among other changes, saw former international commercial director David Duff moving over to a new role as managing director, UK – was to help position them for future growth.

“The market is coming back,” she said. “Now is the time that we need to get back in the game.”