Shortly after its inception in 2007, Azamara Cruises found itself struggling to carve out its identity. The upscale, two-ship outfit operated by Royal Caribbean subsidiary Celebrity Cruises was often dismissed as a "light" version of highly rated Oceania.
Not only were its two 694-passenger vessels -- the Azamara Journey, the former Renaissance Cruises R Six, and Azamara Quest, the ex-R Seven -- identical to Oceania's own trio of former "R ships," but Azamara's branding and marketing also bore a more-than-casual resemblance to Oceania's.
In July 2009, a new course was set when cruise industry veteran Larry Pimentel signed on as CEO of Azamara. The former head of Cunard, Seabourn and SeaDream Yacht Club brought along a savvy executive team that rebranded the line Azamara Club Cruises and retooled its culinary, service and itinerary offerings.
During a recent voyage from San Diego to the Sea of Cortes aboard the Azamara Journey, Senior Vice President of Sales Edie Bornstein defined the new Azamara Club philosophy.
"We now see our main competition as boutique hotels and not other cruise lines," she said. "Of course, we do have the same hardware as Oceania ... but we liken it to how competing airlines would operate a 747: The craft is the same, but everything else is different."
At 30,000 gross tons, the ships can visit ports that larger vessels usually bypass. Nine decks traversed by two wide stairtowers and four elevators include a full deck of public rooms (cabaret-style showroom, casino bar, shopping arcade, coffee bar, main restaurant and sheltered promenades). Topside, there is ample sunning space; an observation lounge; pool area with two whirlpools; spa; a gym; jogging track; Internet center; and library. The overall decor is Edwardian-inspired with dark walnut tones, brass accents, ornate plaster molding and hand-painted frescoes. (Click here to view a slideshow of some of the interiors.)
Seven categories of accommodations range from 158-square-foot Club Interior Staterooms to 560-square-foot Club World Owner's Suites. All feature pillow-top beds with duvets, Egyptian cotton bathrobes and slippers, 24-hour room service, fresh fruit and flowers, a tote bag, use of umbrellas and binoculars and shoe shine service.
Suites include English butler service, a bottle of champagne, two bottles of liquor, priority check-in, daily snacks, silk-wrapped hangars, priority tender service, access to the Astral Spa's thermal suite and access to the specialty restaurants. In-suite spa services are available for an additional charge.
"We sailed on the ships, read the guests' comments and listened to travel agents' feedback," Bornstein said. "We implemented a 'no nickel-and-diming' policy and structured the product around destination immersion, wines and cuisines of the world, wellness and vitality and extraordinary service. Our strategy was not to take something good and make it great but to take something that was already great and make it extraordinary."
Gratuities, quality boutique wines at lunch and dinner, bottled water, soft drinks, self-service laundry and specialty coffees and teas are now included in the fare.
Accommodating 325 guests and located in the stern on Deck 5, Discoveries is the open-seating, full-service dining venue. Its four-course, gourmet-quality menu is widely varied with Mediterranean and Continental specialties, and service from the seasoned international wait staff is polished and attentive.
Casual breakfast, lunch and dinner are available at the 284-seat Windows Cafe and adjoining al fresco Sunset Bar on aft Deck 9. In addition to regular breakfast fare, the buffet features an omelette station and a smoothie bar. Specially themed lunches and dinners -- including Mediterranean, seafood, Mexican and Indian -- often include fresh ingredients from the local marketplace, such as Baja shrimp from Mazatlan, Mexico.
The Pool Grill is open from 11 a.m. through 6 p.m. and features a salad bar, grilled chicken, fish, burgers and tacos.
On aft Deck 10, two extra-tariff eateries, the Prime C steakhouse and Aquilina, serving Mediterranean-style seafood, are well worth the modest $15 cover. Prime C was especially in demand for its USDA Prime Angus cuts, which are aged a minimum of 34 days, but for many diners it was all about the mouthwatering crab cake appetizers.
Once per cruise, there is a complimentary, invitation-only "Best of the Best" gala banquet hosted by the captain and key officers in the ship's handsome drawing room. A nice touch is the live harpist and the keepsake menu, signed by all attending officers.
Specialty coffees are available in all the dining venues or made to order in Cafe Mosaic on Deck 5, and bottled water is replenished daily in all staterooms and readily available at the bars, gym and gangway.
Activities range from yoga and fitness classes to enrichment lectures and trivia contests. In several ports, mariachi bands and dancers came aboard for performances. On most nights, an energetic and talented five-member company sang and danced their way through Broadway-style revues and even an inline-skating tribute to ABBA. There was also a remarkably talented Russian pianist who performed a classical recital. Up in the Looking Glass disco, a DJ kept crowds hopping into the wee hours.
Azamara Club's new "Beyond the Common" itineraries begin in March and will emphasize longer port stays of 14 hours, on average, vs. the industry standard of eight. Between April 2011 and 2012, both ships will visit five continents, 58 countries and 187 ports, 37 of which will be maiden calls. Theme cruises will call at Monaco during Grand Prix, Rio de Janeiro for Carnival and the British Isles (in conjunction with Perry Golf) for the British Open.
Former SeaDream alumnus Claudius Docekal, the line's new vice president of destinations and deployment, highlighted some upcoming excursions. "In lieu of the typical day tours of Ephesus, there will be an evening visit with hors d'oeuvres, wine and a musical recital at the ruins; in St. Tropez, we will overnight so guests can experience its legendary nightlife; we'll have ecotours to see komodo dragons and even spend Christmas at Krakatoa volcano on our Indonesian sailings."
With their growing pains well behind them, news of an Azamara Club Cruises fleet expansion is expected soon.