Azamara to make Masterclass at Sea with Clia annual event

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Azamara Cruises has pledged to make its Masterclass at Sea in association with Clia an annual event after hailing the first a success.

Twenty-eight agents joined president and chief executive Dondra Ritzenthaler, international chief sales officer David Siewers, sales director Stuart Pearce and international marketing manager Natalie Holder on board Azamara Quest for the three-day cruise from Lisbon to Seville via Portimão last week.

Clia’s UK and Ireland director, Andy Harmer, and senior manager of events and trade, Adele Fitzpatrick-Foster, also joined the seminar, designed to give agents first-hand experience of the ship, as well as training about the overall cruise market, current trends and sales opportunities.

After a Dragons’ Den-style pitch to win £200 bonus commission on their first Azamara booking following the Masterclass, Siewers revealed that all 28 agents would earn an extra £200 per booking and the winning team would win £400.

He also announced that the two agents who made the most bookings between the Masterclass and July 30 would win a cabin for themselves and a plus-one on Quest’s first sailing following its $20 million refit later this year.

The 700-passenger ship is going into dry dock this October for a complete revamp, including the addition of an extra all-suite deck, and will emerge in late November, under a refurbishment programme known as Azamara Forward.

Pearce declared all agents who joined the Masterclass an ‘Azamara Ambassador’ and handed out special pins for them to wear.

Inviting all agents in attendance to email her personally when they make their first Azamara booking after the event, Ritzenthaler said: “Wear your pin with pride, put your experience this week all over social media, and when you make your first booking after this week, tell us – ring the bell!”

Ritzenthaler also revealed she would be on Quest’s post-refit sailing from Athens, adding: “I will see two of you there!”

Harmer said: “The opportunity for agents to sail on a ship they haven’t seen before and go to destinations they haven’t been to before is hugely important. It’s a great opportunity for the brand to showcase what it does and for trade partners to get a real understanding of its USPs and who it would really suit. We are delighted that Azamara is committing to making this an annual event with Clia.”

Clia will follow up on the Masterclass with a survey asking agents what worked and what could be improved, and to outline their next steps on returning to their businesses with their newfound knowledge.

“We will ask them how they plan to use what they have seen, learnt and felt to talk to prospective customers, and we will email again in six months’ time to check on what they have done,” added Harmer.

Agent views of Azamara Quest

Trisca Gomes and Natasha Muller - Arrivia Travel

We had a certain idea about Azamara. We’ve sold it before – and in my mind it was a premium line for older people. But coming on board ourselves has helped us to understand that the key selling point is the destinations – I was shocked to learn how many places these ships can go into that other lines cannot. Sailing up the Guadalquivir River into the heart of Seville was unbelievable.

We can’t fault the food; often with cruising you see a lot of wastage, but I’ve not noticed that on Quest. You’re completely satisfied but the portions are not massive. The crew have been incredible – really welcoming – and the service feels genuine.

Lesley Woodall - Travel Counsellors

I was struck by how warm and friendly it is on board. The service is unbelievable – the crew are one step ahead of you at every turn, so you never have to wait for a thing. And it feels so calm on here compared with other ocean cruise lines. It’s really blown my mind being able to sail up the river into Seville – and I think it’s amazing to be able to have both an ocean cruise and a river cruise experience in one.

Lots of my regular clients have been popping into my head in terms of who I think this will be perfect for. I had thought previously that Azamara was too expensive for some clients because I’d heard it goes into all these little destinations that others don’t feature. But if you explain all the inclusions, then it stacks up well. It’s much more versatile and affordable than I thought.

Mary Dillon - The Flying Leopard

Dondra Ritzenthaler’s speech on how ‘attitude is everything’ was incredible. I messaged my son straight after to impart some of what she said. The ship has also really impressed me. To be on a ship this size and to be able to sail up a river into the centre of Seville is really special. If you were on an ocean cruise, you’d spend several hours on a bus trying to get into Seville from the coast, so the mix between ocean and river is a real bonus and a great selling point.

My cabin steward, Bury, was so attentive – he came straight to introduce himself and nothing was a problem. He ironed my top in an instant! When I get home, I will do a direct email marketing campaign to all my clients who I believe will love Azamara, including the photos I’ve taken. I’ve been vlogging every day on socials so they are already interested in where I am. I’m hoping Azamara will provide me with some ‘lift and shift’ offers to promote.