Azamara Bold Fleet Upgrades Are Opening Up More of the World for Travelers

Azamara is making big moves to improve its ships and grow its business. Here’s what cruisers should know about the brand’s exciting plans.

Azamara’s $80 Million “Forward” Refurbishment Program

Azamara is investing heavily in its existing fleet. The cruise line launched an $80 million project called the “Forward” refurbishment program. All four of its ships will go through major upgrades.

These aren’t just cosmetic touch-ups. CEO Dondra Ritzenthaler revealed some significant structural changes are coming. “We’re literally putting a deck on top of the ship that’s going to have 12 more suites,” she explained.

The first ship to get the makeover is the Azamara Quest. It will show off its new look before its world cruise in early 2027. The Azamara Onward will follow later that same year.

Why Small Ships Are a Big Advantage

One of Azamara’s greatest strengths is its small ship size. Smaller vessels can dock right in city centers. Larger ships often have to anchor offshore and ferry passengers in by tender boat.

Ritzenthaler highlighted this perk: “We simply can go in right into the city center. We literally go up the Seville River where the larger ships have to stay out and tender people in.” That’s a game-changer for travelers who want to feel truly immersed in a destination.

Flexibility in a Changing World

Azamara’s small size also helps the company stay nimble. The team monitors global events constantly. “We look at this every single day,” Ritzenthaler said.

This flexibility matters when things go wrong. Fuel prices spike. Regional conflicts flare up. Azamara can adjust its itineraries faster than bigger cruise lines can.

When changes do happen, the company leans on its travel advisor network. Advisors help keep passengers informed and safe. Ritzenthaler noted that passenger safety is a top priority across the entire cruise industry.

Who Sails with Azamara?

Azamara attracts a specific kind of traveler. These are people with time, money, and a deep love of travel. Many guests are experienced cruisers who are ready to step up from mainstream or premium lines.

“The average cruise length for us is 12 nights, but many of our customers do back-to-backs or take intensive cruises or even a world voyage,” Ritzenthaler said. These aren’t quick getaways. They’re deep dives into different parts of the world.

A Community Feel Onboard

The longer voyages create a strong sense of community on board. Guests get to know each other well. Many travel together again and again as part of affinity groups.

“These customers are different customers who really want to get immersed,” Ritzenthaler noted, adding that Azamara’s passengers ultimately “love cruising.” That passion shows in the repeat booking rates the line enjoys.

Value Matters — Even for Wealthy Travelers

You might think luxury cruisers don’t care about price. But Ritzenthaler says that’s not the case. “No matter how wealthy somebody is, people still love value for money,” she said.

Azamara uses an inclusive pricing model. That means many extras are bundled into the fare upfront. Travelers know what they’re getting before they ever step onboard.

Looking Ahead with Confidence

Azamara is also looking to attract guests from new markets around the world. Right now, most of its passengers come from North America, the UK, Ireland, and Australia. Expanding that reach is part of the growth plan.

Despite challenges ahead, Ritzenthaler is optimistic. “In life, it’s only 10 percent what happens and 90 percent how you handle it, and we’re going to handle it in a positive, nimble, flexible and resilient way.” That’s a confident outlook from a cruise line that seems to know exactly where it’s headed.