Azamara Cruises has revealed plans for the largest
refurbishment programme in its history, confirming a $80m investment across its
four-ship fleet under a new initiative called Azamara Forward.
The multi-year project will commence with Azamara
Quest, which is scheduled to enter dry dock in Athens this October, before
returning to service in December. The ship will also be the only vessel to
debut a newly constructed Penthouse Deck.
The line stressed that the programme is focused on
evolution rather than reinvention.
“Azamara Forward is Azamara Cruises’ vision for
thoughtfully elevating the onboard experience while honouring the hallmarks
that have long defined the brand,” said Dondra Ritzenthaler, CEO of Azamara
Cruises.
Azamara Cruises revealed that this transformation
programme integrates feedback received from guests and travel partners.
The work has been timed to align with the line’s world
cruise programme. “By completing Azamara Quest this year,
she’ll be ready for the 2027 world cruise,” said David Siewers, chief sales
officer, international, of Azamara Cruises. Azamara Onward will
follow in 2027 ahead of its 2028 world cruise.
New spaces
Fleetwide changes will include refreshed public spaces, lighter interior palettes and new dining and bar concepts.
A permanent Chef’s Table venue will replace the
Drawing Room on all ships, giving a dedicated home to a previously pop-up
dining experience.
“We really wanted to find a way to give this programme
a permanent space,” said Siewers. The venue will seat up to 18 guests, with the
option to expand to 34 for special events.
Chef’s Table will have a permanent home on all ships
The Atlas Bar, currently exclusive to Azamara
Onward, will be rolled out across the fleet and repositioned to Deck 5
outside Discoveries Restaurant.
“[Atlas Bar] was tucked away and almost like a
speakeasy vibe, which made it a little hard to find. Now it’s going to be at
the heart of the ship,” said Jamie Shalek, senior manager, global marketing and
public relations, of Azamara Cruises. “This is going to be pretty much the new
hip bar.”
Atlas Bar will be rolled out to the entire fleet
Discoveries Restaurant will be redesigned with lighter
finishes and improved flow, while the Cabaret Lounge will gain new seating,
enhanced lighting and sound, and a refreshed entrance.
These changes coincide with the introduction of 10 new
shows created in partnership with RWS Global, one of the world’s largest
producers of live experiences, events and attractions.
All staterooms and suites will receive updated décor,
new soft furnishings and refreshed finishes. Elsewhere on the ships, the spa
facilities and public restrooms will also be upgraded.
All staterooms and suites will be updated
Penthouse Deck
Exclusive to Azamara Quest, the new
Penthouse Deck will introduce two new suite categories.
Ten Grandview Suites will sit above the ship’s former sun deck. Two Panorama Suites will occupy a forward-facing position above the bridge, offering 270-degree views and accommodation for up to four guests. Indicative pricing places the new suites slightly above existing top categories.
The Panorama Suite will accommodate up to four guests
“There’s always been a demand for our suites,” said
Siewers. “We see that as a class that has some of the highest demand, so it
only made sense for us to build upon that.”
Azamara Cruises also hinted that, if guest demand for
the new Penthouse Deck suites proves strong, it would consider rolling them out
to other ships in the fleet.
Despite the scale of the investment, Azamara Cruises
said the upgrades do not signal a shift in market positioning. “I don’t view
these enhancements as fundamentally shifting our category, but just enhancing
where we currently are,” explained Siewers.
Programme schedule
Azamara Cruises confirmed the remaining ships will be
upgraded at a pace of roughly one per year, with Azamara Onward scheduled
for 2027, followed by Azamara Journey and Azamara
Pursuit.
Trade partners will have early opportunities to view
the upgrades through ship visits and a post-refit sailing on Azamara Quest from
Athens to Malaga in December 2026.
Azamara Cruises reached out to its 2027 world cruise
guests yesterday [14 January], ahead of today’s public release, to allow them
to upgrade to the new suite categories.
Tags: Dondra Ritzenthaler, Azamara Cruises.