Upon her return to the cruise industry as the CEO of Azamara, Dondra Ritzenthaler is determined to revamp the company’s approach to working with travel advisors. Recognizing the pivotal role that advisors play in booking Azamara cruises, Ritzenthaler plans to introduce a range of new financial incentives, including increased commissions, bonus commissions, and other perks to demonstrate Azamara’s commitment to supporting their primary sales channel.
To kick off her new role, Ritzenthaler will embark on a listening tour, engaging with travel advisors in a series of “Listen, Learn, and Link Together” sessions across 12 cities starting in May. These sessions are designed to gather feedback and insights from advisors to craft a long-term strategy for Azamara. By focusing on destination-focused experiences and leveraging her longstanding relationships within the industry, Ritzenthaler aims to position Azamara as a frontrunner in the cruise market.
Despite facing competition from other upper-premium cruise lines introducing new vessels, Ritzenthaler remains undaunted, emphasizing Azamara’s unique selling proposition of offering more late nights and overnights in ports compared to its competitors. This distinctive feature, accounting for 45% of the brand’s itineraries, sets Azamara apart in delivering immersive travel experiences to its guests. While ordering new ships is a future goal for Azamara, the focus currently lies on optimizing the existing fleet and enhancing customer satisfaction.
Travel advisors and industry experts have expressed optimism about the appointment of Ritzenthaler as CEO, citing her extensive background and industry knowledge as valuable assets for steering Azamara towards new heights of success. With a clear vision and strategic roadmap in place, there is anticipation for Azamara to regain visibility in the cruise market and attract a broader clientele base. The upcoming engagement at prominent industry conferences and events signals Azamara’s proactive approach to engaging with key stakeholders and maintaining a strong presence in the travel sector.
Through innovative marketing strategies, enhanced customer experiences, and a renewed focus on the advisor community, Azamara under the leadership of Dondra Ritzenthaler is poised to embark on a transformative journey to redefine the luxury cruise experience. With a commitment to fostering meaningful partnerships, driving growth, and delivering unparalleled travel adventures, Azamara is set to chart a new course in the competitive landscape of the cruise industry.