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Exclusive: Cruise line Azamara plans major makeover of ships

Get ready for the new, improved Azamara Club Cruises.

June 09, 2015

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​The upscale line today will announce plans for an unprecedented makeover of its two ships that will bring completely revamped cabins, expanded spas, new outdoor Asian eateries, shipwide WiFi and more.

"There will be upgrades to every item you can think of," Azamara president and CEO Larry Pimentel tells USA TODAY in an exclusive interview, noting that no area of the vessels will be left untouched. "By April of next year we will have two ships that essentially are brand new."

Pimentel says the line's 686-passenger Azamara Journey will be first up for the makeover, entering a drydock in the Bahamas in January 2016. Sister ship Azamara Quest will follow in April 2016 with an overhaul at a drydock in Singapore.

Cabins will get a top-to-bottom refresh with all new furnishings, including televisions. Cabin bathrooms also will receive a complete modernization, and even closet doors are being replaced, Pimentel says.

The Sanctum spa on each of the ships is slated for a complete redo that will include a new contemporary look, additional spaces for massages and other treatments, and a relocated Medi-Spa area. It'll boast a new concept that is being developed by spa operator Steiner that will be unique to Azamara and focus on wellness and vigor, with a holistic health and beauty program that combines Eastern and Western wellness treatments.

A new salon floor will include a nail bar and pedicure area and dedicated stations for barber services, teeth whitening and hair services, as well as the relocated Medi-Spa and an acupuncture clinic.

The makeover also will bring two new "spa suites" to each vessel that will increase capacity. The suites will be located next to the spa and feature tranquil spa decor and select spa amenities.

The new Asian eatery planned for each of the ships will offer a fusion of Thai, Japanese, Chinese and Korean cuisine. In the evening, the Chef's Grill on each of the vessels will become a no-charge, casual open-air dining option where passengers can listen to music or watch a movie on a projected screen.

Pimentel says the ships also will be rewired for shipwide Wifi, enabling mobile connection across every deck and interaction with smart TVs.

Pimentel says the new design is the handiwork of the team responsible for new ship building at Azamara's parent company, Royal Caribbean Cruises -- known for some of the best designs in the cruise business.

"The creativity of Royal's newbuild team is stunning," Pimentel says. "Fortunately, their magic is coming to our decks."

The makeover comes as demand for Azamara is growing. Pimentel says average fares at the line's ships have jumped 70% over the past five years, which he notes is unusual for vessels that are more than a decade old. Both Azamara ships were built in 2000.

Pimentel credits the brand's focus on destination immersion in recent years for the success. Since Pimentel took over Azamara in 2009, it has carved out a niche catering to travelers looking for an intensive destination experience by offering longer stays in ports than most other lines including more overnight stays and more night touring.

But while the brand is "about looking outside the ship," as Pimentel puts it, it's important to make sure the ships themselves offer a modern experience, he says.

"We're just taking an inward look at the ships and saying it's time for a major upgrade, so that we stay inside the luxury sector," Pimentel says. "People will be shocked by the quality of what we're doing."

The upgrades also come as the competition for upscale, destination-focused cruises heats up. Azamara rival Oceania Cruises, which also touts destination-focused voyages, is adding a sixth vessel in March 2016. Azamara also is getting new competition from an entirely new line with a heavy destination focus, Viking Ocean Cruises, which just christened its first ship in May.  Viking has announced plans to roll out 10 ships by 2020.

With just two ships, Azamara is one of the smallest cruise brands. When asked why the line isn't adding vessels to grab a larger share of the market for destination-focused cruises, Pimentel hints that there could be news on that front, too, in the not too distant future. Royal Caribbean's board of directors is very pleased with the rising rates at the brand, he notes.

"I think at the end of the day our concept is proved, or they wouldn't have gone to this extent" in approving the ship makeovers, Pimentel says. "Keep an eye on this space."