Azamara正面朝前走着,什么是未来的巡航Line?
经过布列塔尼·克鲁斯切尔(Brittany Chrusciel)/
On May 2, Azamara Cruises christened its fourth ship, Azamara Onward. Under new ownership and leadership, Azamara used the inauguration to symbolically usher in a new era for the small cruise line with a fiercely loyal following — about 45 percent of its guests are repeat passengers.
这艘船本身在大多数方面与舰队中的其他三个方面相同:Azamara Quest,Azamara Journey和Azamara Pursuit(除了全新的Atlas Bar,在甲板10上取代了图书馆)。队长,酒店董事,邮轮总监和许多船员已经在公司工作了数十年。专业餐厅没有改变,尽管新节目已添加到Onward的曲目中,但ABBA仍然是人群的最爱。
因此,除了与皇家加勒比海巡航有限公司(Royal Caribbean Cruises Limited)打破联系外,许多人可能想知道Azamara Cruises发生了什么变化。We sailed onboard Azamara Onward’s five-night, pre-inaugural voyage from Barcelona to Monte Carlo and had the opportunity to hear the company’s leadership team speak about some new approaches to marketing, an expansion of evening tours, and many of the things that will purposefully remain the same.
通过新的营销策略吸引客人
Azamara is actively looking at different marketing and media channels. A revamped e-commerce platform will feature a new website and become more efficient for users as well as those on the back end. Azamara executives noted that they recognize people consume media in different ways, and that things have become even more digital following the pandemic.
“Within our marketing, we’re looking at how we expand our reach in different ways to customers who might be interested in this product, but maybe we haven’t been able to get in front of based on the channels we’ve used in the past,” Carol Cabezas, president of Azamara Cruises, explained.
Azamara最近聘请了Andrea Baigorria为PR和Communications的全球负责人,他有望将更多的这些举措纳入每个部门在整个业务中所做的事情,并简化了营销工作。邮轮公司刚刚推出了一个新闻中心,以及一个新的品牌活动,该活动将以数字方式称为“改变海上的方式”,以与不同的受众获得声音。
在预订方面,我们被告知英国客户正在领导这一收费。据卡贝扎斯说,北美正在预订“合适的开始”,他同意当前的测试要求重新进入美国。尽管最近重新开放了边界,但澳大利亚/新西兰客户还是为当地的夏季预订表演了很大的展示。Cabezas指出,预订的巡洋舰,尤其是其忠诚客户,正在登上更长的时间,并背靠背航行。
旅行伙伴仍然至关重要
Cabezas向我们保证,尽管有新的和多方面的营销策略,顾问社区仍将是销售品牌并将新客人带到Azamara的重要组成部分。“我们的旅行伙伴是关键。Azamara是一个需要出售的品牌。它没有主流认可。”新的品牌客户约占Azamara乘客组合的10%至15%。
“他们正在其他线路毕业;他们有孩子,现在他们发现了与当前的度假风格相匹配的东西。该小组还透露,由于目的地,主要是通过土地度假的客人被Azamara产品吸引。beplay银行卡因此,出售Azamara的人变得越来越少,因为那些正在考虑巡游的人,而更多地将客户匹配到将以舒适的方式向他们展示最好的行程的产品。
Cabezas highlighted something that many of us know, and that is despite initial sticker shock for some, cruising is always a tremendous value when you consider the cost of the hotel, entertainment, food, transportation, etc. “You’re taken care of in a way that no land experience is going to do. We aim to provide that authentic experience that land-based guests are looking for,” Cabezas said.
就硬件而言,拥有四艘非常相似的船只的营销效率是巨大的,使旅行伙伴更容易理解产品以及如何向客户出售。Cabezas说:“一条消息适合整个舰队。”
“交易是并且仍然是我们[客户]采购的主要部分。我们的旅行伙伴在向客人介绍我们的品牌方面非常非凡,他们不懈地努力,以确保他们的客户获得美妙的体验。因此,我们将继续支持并依靠旅行伙伴成为客人的主要采购。”
目的地承诺
对于阿扎马拉(Azamara)的价值行程,大流行前涉及国家密集型巡游的枢纽,它们仍然受欢迎。但是,在访问一个国家时,这些目的地剥离的航行变得更加至关重要,在组织测试和疫苗要求方面的挑战明显较小。希腊和金丝雀群岛在克鲁斯线重返服务中的早期出现。
Azamara Onward将在今年夏季和秋季进行希腊大写,以及探索克罗地亚和意大利的Cruises。Michael Pawlus, Azamara’s director of strategic itinerary and destination planning, said he’s excited about the “Islands of the Mediterranean” cruise, from Rome to Barcelona, which departs on October 21, 2022, and will be offered into 2023 and 2024. Cabezas emphasized that single-destination voyages are still a staple of Azamara Cruises and will remain that way going forward.
“We’ve given a lot of thought to what needs to change and what needs to remain the same. At the core of Azamara is the destination promise and that is not going to change,” Cabezas said. “What we are doing [to attract the next generation of Azamara cruisers] is looking at world events that attract certain clients looking for something special.”
Azamara的两艘船将在5月底去摩纳哥大奖赛,我们被告知英国公开赛是另一个非常受欢迎的主题航行。
“我们一直在添加新的少女港口,以使返回客人以及参观其他一些地区的事物与众不同。”
Owning the Night
Gina Dunnett, Azamara’s director of land product development, mentioned that the brand’s concept of “owning the night” is currently under development. “It’s not just taking someone off the ship in the evening; it’s having them come back and feeling really enriched,” Dunnett said of the line’s work to claim evening excursions and experiences; it’s a concept which they will be expanding in 2023. “We’re looking at key cities — their entertainment; food — a lot of times it’s just connecting with a local and seeing what happens in that evening. We want you to connect with the crew onboard, but the locals as well.”
“当您与Azamara一起旅行时,它会改变您的观点,并以我们在港口的时间来增强度假体验的时间,” Cabezas告诉我们。“从统计上讲,我们在行业的任何邮轮港口花费大量时间,这绝对是故意的。深夜和过夜是人们如何以一种不休闲和非常轻松的方式做事。每当您去目的地时,白天都有一个故事,晚上有一个故事。”
azamazing晚上是所有客人每次一次杂草活动的活动,是邮轮线的签名。由于大流行,物流使得很难将数百名乘客从任何给定的港口乘坐船上,并在一个地方收集它们,因此该目的地富集活动的版本被带到了船上的船上。在我们的案例中,在四月下旬,一个azamazing的夜晚探索意大利波尔图市的现场音乐和叮咬,变成了白天的活动。我们被告知,在接下来的几个月中,azamazing晚上将恢复。
加强车载体验
With so much talk about the destination, it’s also important to consider the onboard experience. While service is regularly rated very high, the daily activities and enrichment are a bit sleepy.
“我们正在研究如何以不同的方式进行活动,” Cabezas告诉我们。“因此,当您不访问目的地时,给船上的体验会更多。这不仅仅是您在目的地的工作。海天并不常见,因为我们总是在目的地上花费大量时间,但是确实让您在船上可以做的事情并使其变得有趣。”
我们很想知道如何更清楚地将目的地绑在船上的活动中,以及在当前下午豆袋折腾的亮点时会有所改善。
下一步是什么?
鉴于所有以前的文艺复兴时期的船只现在都被收回(Azamara下的四艘船和四艘船带有大洋洲巡游),显而易见的问题是,种植机队的下一步是什么?
“您为什么要购买其他任何东西?阿扎马拉(Azamara)的大师卡尔·史密斯(Carl Smith)上尉说:“我想做的事情没有其他事情要做。”
Time will tell whether Azamara is looking to purchase Oceania’s ships and continue their legacy of R-Class cruising or stretch themselves as a company by undertaking a new build.
“The long-term strategy is absolutely to grow the fleet, and that can happen in different ways,” Cabezas explained. “Our investors are focused on growing our brand because they feel like what we’re doing speaks to a vacationer today, and there is room within that audience to have more of this product for them.”