RCCL unveils 'deluxe' Azamara

Royal Caribbean Cruises Ltd. (RCCL) has launched a new brand, Azamara Cruises, using initial tonnage from Pullmantur. RCCL previously said that it would transfer Pullmantur’s 2000-built, 30,277gt Blue Moon and Blue Dream to its Celebrity Cruises brand. But RCCL has changed course and will instead use these vessels to launch an entirely new cruise product, Azamara, targeting ‘deluxe’ passengers, which it defines as a demographic between luxury and premium. The Pullmantur vessels, both of which are former Renaissance R-class ships, will be renamed Azamara Journey and Quest, launching in May and October respectively after major refits. RCCL plans to deploy Azamara vessels globally, including in Asia, with over 200 ports in 70 countries to be incorporated into future itineraries. Azamara will enter direct competition with Oceania Cruises, a company that has targeted what it calls the ‘upper premium’ sector, also using three former R-class vessels. Before Oceania was purchased by private equity group Apollo, RCCL was widely rumoured to be eyeing Oceania vessels for acquisition. Meanwhile, RCCL is increasingly mirroring Carnival Corporation’s multi-brand approach: including Azamara and its Island Cruises jv with First Choice, RCCL now has five brands under its corporate umbrella.