It’s been about a year since Dondra Ritzenthaler took over as CEO of Azamara Cruises — a period she describes as “nothing short of ‘Azamazing.’”
“Starting a new role, especially one as meaningful as this, can be a little nerve-wracking, but from day one, I was welcomed with open arms by an incredibly passionate and dedicated team,” Ritzenthaler said. “I’m so grateful to everyone at Azamara who continues to push the brand forward and deliver exceptional experiences every single day.”
Here, she shares what sets the line apart in both its product and its dedication to travel advisors.
What has been a highlight of your time at Azamara so far?
One of the most rewarding parts of this year has been meeting the people, onboard and shoreside, who make up the heart of the Azamara family. Over the past year, my focus has been on taking the already exceptional brand and making it even better, staying true to what makes Azamara so special, while continuing to evolve to meet the needs of today’s travelers and our valued travel advisor partners.
What are you most proud of accomplishing during that time?
One of the things I’m most proud of is how we’ve elevated our Destination Immersion philosophy, taking what Azamara has always done well and making it even better. We’ve focused on giving guests even more time in and access to the places we visit. That includes late-night stays and our signature double overnights, which let travelers go beyond sightseeing and authentically participate in the culture, whether that’s enjoying a local festival, dining at a family-run taverna or taking in a performance long after other ships have sailed.
What can advisors expect next from the brand?
Advisors should look forward to more immersive itineraries and authentic experiences that let travelers really connect with destinations, not just visit them. We’re continuing to innovate our shore excursions, offering more specialty and once-in-a-lifetime cruise experiences that give travel advisors a broader range of high-commission opportunities to sell.
We’re maintaining our rates and strategically leveraging onboard credits as promotional tools. Plus, our dedicated sales force remains highly visible at industry conferences and onboard, helping us meet the demand for meaningful travel. We’re also investing in better tools to help advisors customize and sell our unique offerings. And as always, our commitment to authentic partnerships with advisors and delivering a top-tier guest experience remains steadfast.
How does Azamara plan to rival upcoming newbuilds?
What truly sets Azamara apart is something newbuilds alone can’t replicate: our ability to deliver immersive, intimate travel experiences that larger ships simply can’t match. Our small-sized ships allow us to sail directly into hard-to-reach ports, like up the Guadalquivir River into Seville, Spain, or right into the heart of Bordeaux, France, where others have to dock hours away.
But what really makes the Azamara experience shine is our crew. While we’ve invested more than $200 million since 2016 to ensure our ships are fresh, safe and aligned with modern travel trends, it’s our people who bring everything to life.
Is there anything else you want to share?
We’re committed to being more vocal and visible in the market, making Azamara a household name among consumers and advisors alike. We listen closely to what our community needs, and we will continue to invest in our people, product and partnerships to deliver the truly immersive and authentic experiences that set us apart. The best is yet to come.
