Published on
January 14, 2026
Azamara Cruises has built an industry-wide reputation for its unique small-ship cruising style. Azamara has made a name for itself in premium small-ship cruising under CEO Dondra Ritzenthaler. Azamara has become the foremost small-ship immersion destination provider. Accessing more remote cruising destinations due to the company operating a quartet of small sister ships, Azamara offers an even more customized cruising experience compared to its larger competitor vessels.
Focus on immersion destinations has resulted in an expanding shore excursion program. Azamara has added 13,500 new shore excursions to its portfolio, including more than 250 new after-dark excursions. With more relaxed cruising allowing for extended port stays, Azamara focuses on giving its clients an intimate experience with the destinations they visit.
Small Ships, Big Experiences: Azamara’s Approach to Cruising
Most cruise lines offer one-size-fits-all itineraries, but Azamara takes a different approach by providing guests with experiences that larger cruise lines cannot offer. Azamara’s smaller vessels enable them to sail to a more diverse range of ports. For example, Azamara can sail directly to Seville, Spain and spend two nights right in the city. This allows guests the opportunity to enjoy a more in-depth exploration of local culture.
Most cruise lines offer large ships and a broad range of itineraries, but Azamara has increasingly focused on more finely-tailored experiences. Ritzenthaler has noted that Azamara intends to continue to sharpen their focus on the upper premium category of cruising. For additional context, the upper premium category of cruising can be understood to be the most luxurious offering of services, accommodations, and amenities that includes an open access policy to all services without additional charges.Sales Push and Cruise Performance
Azamara’s performance during peak booking periods has also improved due to the company’s strategic initiatives. Ritzenthaler described the sales activity around Black Friday and Cyber Monday as an appetizer. Ritzenthaler said excellent bookings for the Company occurred during this period, and further sales and deployment activities are planned for an impressive stretch until 2028.
This has also been successful for Azamara, as destination immersion is still the focus. Ritzenthaler noted that Azamara has strengthened its market position with the addition of 33 new country-intensive cruises and more than 150 new excursions. She stated that it is important for guests to have more time to explore the destination and expressed that Azamara’s guests have the advantage of a more relaxed and meaningful experience, as the ships stay in port later and overnight.
Azamara’s Additional 2026 Future Plans
Azamara will be making a return to Alaska next cruising season. For Ritzenthaler, expanding to more than a 7-day itinerary is a must. Ritzenthaler said, “It was overwhelming how many loyal guests wanted us back traversing Alaska.”
Azamara is also growing its European sailings, which will be offered year-round. The cruise line is also offering more Japan sailings, with Fall and Spring 2026 itineraries now bookable, expanding its destination offerings. For Azamara, the more unique the itinerary, the more success they see, especially sailings coinciding with the Monaco Grand Prix and British Open, which Ritzenthaler referred to as ‘once-in-a-lifetime’.
Travel Agents are the Central Focus
Travel agents are where Azamara is selling a lot of its product. Ritzenthaler noted that 86 percent of their bookings come from travel agents. Azamara is focusing these agents with their new travel advisor to the Azamara hotline called “Anything Azamara.” They are trying to help new travel agents with Azamara. They are trying to help the agents with the most new bookings. Reports are saying Azamara is trying to help travel agents with 500 new bookings.
Supporting travel agents is also demonstrated with the new Azamara World Academy, which has also been extended. Travel agents are saying that new Azamara CEO Ritzenthaler is building strong relationships with travel agents, which supports her getting the CEO title, and she supports these travel agents with co-op marketing, which has been a strong factor for Azamara to grow.
Signature Experiences: Azamazing Evenings
Azamara is still doing great with their signature experiences like Azamazing Evenings, where a boat will have a private cultural event for everyone on board for each of the cruises.
In 2026, Azamara is set to feature once again exclusive evenings that reflect local culture\, whether via local shows, traditional events, or cultural gatherings. Ritzenthaler is confident that these special evenings will distinguish Azamara from the rest of the pack, as the feature is quintessential to the offering and the brand positioning for the cruise line.
Conclusion: Optimistic Outlook for Azamara Cruises
Azamara has positioned itself as the cruise line with the most focus on destination immersion, and for that, it has been leading the upper premium market. With the additional vessels on order, added destinations, and the commitment to high-quality experiential travel, Azamara is well-positioned to continue to appeal to its existing customer base and attract new clients.
With its focus on destination immersion and strong support for travel agents, Azamara is poised for growth in the years to come. Azamara will continue to provide incredible cruises with more European ports, trips to Alaska and Japan, and unique experiences such as Azamazing Evenings, and will help guests connect with the world as no other cruise line can. As Azamara continues to evolve as a brand, we can look forward to even more incredible voyages for travelers.
