RCI Launch Azamara Cruises

ROYAL CARIBBEAN CRUISES unveiled a new cruise line member of its family on Friday when RCCL Chairman Richard Fain introduced Azamara Cruises, a "deluxe" brand positioned between the premium and luxury segments. The new line will comprise ships that were bound for the Celebrity Expeditions brand, the Celebrity Journey -- now the Azamara Journey -- and the Celebrity Quest, which will be renamed the Azamara Quest this fall. The new line and the 710-person Journey, which just completed a $19 million refurbishment, were introduced to the public on May 4. The ships will sail the itineraries that have been marketed under the Expeditions banner, the line said, and will offer Asia and world cruise itineraries.

AZAMARA CRUISES is introducing a new, "deluxe" category name to mainstream cruising, and RCCL said Azamara will distinguish itself from premium line Celebrity by offering destination-oriented itineraries in remote places where Celebrity's larger ships can't go, with butler service in every cabin category, no formal nights and a more immersive shore excursion programs. "Because this is a different product, and so distinct, it deserves a category name of its own to represent the fact that we're offering something different," said Fain. Azamara cruises will be priced above Celebrity's but below luxury lines, said Azamara President Dan Hanrahan, who also is president of the Celebrity brand.





THE AZAMARA JOURNEY'S first passengers, who had been booked on the ship when it was called the Celebrity Journey, got to take their cruise for free: The vessel departed from Bayonne, N.J., on its first sailing on May 6, a day late, because refurb work was still being completed onboard. The line gave passengers a full refund.