Destination-immersion cruise line Azamara Club Cruises is revamping how it is positioned to agents following feedback from trade partners who want to be able to sell the cruise line as an all-inclusive holiday. The move to all-inclusive follows the addition of select standard spirits, wines and international beers into the main cruise fare, and the inclusion of a new ‘AzAmazing Evening’ destination event on each sailing.

The all-inclusive approach will apply when each of the two ships in the boutique cruise line begin their 2013 European season in spring 2013. Azamara Quest will operate the new all-inclusive approach from 27 March 2013, and Azamara Journey will join in from 15 May 2013.

To support the move, Azamara Club Cruises is developing a new training module as part of the online Cruising for Excellence learning portal on how to sell all-inclusive voyages. Plus, agents will also benefit from clear guidelines in a ‘frequently asked questions’ format to ensure they are best equipped to handle any booking queries. The new tools will be available from 7 December 2012 in order to support agents in advance of the peak ‘wave’ booking season.

Sonia Limbrick, business development manager, Azamara Club Cruises, explains:

“With the addition of select spirits, wines, beers, and a special evening event, the Azamara Club Cruises experience has received phenomenal feedback. In fact, agents in the UK wanted to be able to sell Azamara Journey and Azamara Quest’s itineraries as an all-inclusive experience and challenged us to deliver the tools to help them do this. This is an exciting evolution for Azamara Club Cruises, and we are confident that it will continue to boost our appeal to international travellers looking for a true destination experience, without anything extra to worry about.”

As well as the new additions to make Azamara Club Cruises all-inclusive, the cruise line already offers complimentary wines with lunch and dinner, complimentary bottled water, soft drinks, teas and speciality coffees, and includes gratuities, self-service laundry and shuttle transportation to city centres in selected ports on all voyages. Note: optional extras outside of the all-inclusive offering include premium drinks, spa services, internet packages, shore excursions and Bon Voyage & onboard gifts.

Azamara Club Cruises’ twin boutique ships are undergoing refurbishment, complete with a refresh of all public spaces and staterooms and a new “Azamara Blue” hull. Other shipwide renovations include new carpets, upholstery, and a new colour palette in public spaces; new mattresses and upgraded veranda furniture for suites and staterooms; a resurfaced pool, and new sun loungers and pool towels on the outer decks. In addition, the ships will feature an expanded and enhanced Casino Bar with new furniture and a refreshed Spa and fitness centre complete with new steam room, showers, and state-of-the-art Life Fitness cardio equipment. Furthermore, a range of enhancements behind the scenes in the staff and crew area add to the comfort of the cruise line’s most valuable asset – our crew.

On the culinary front, guests will be able to enjoy a new caviar and champagne bar within Aqualina, one of the ships’ two speciality dining venues, as well as a new Chef’s Table concept in Prime C, featuring three wine menus – Italian, French and Californian.

Azamara Club Cruises is a destination-immersive cruise line for up-market travellers who want to not only see the places and cultures they visit, but to live them. Azamara’s two intimate, 694-guest ships, Azamara Journey and Azamara Quest, with a combination of 347 suites and staterooms, offer a European-boutique hotel ambience with extraordinary service, fine cuisine and wines from around the world, all while sailing to a host of destinations worldwide larger ships cannot reach.