Thoughts on Azamara's direction

[oddjob16]

Why do we prefer Azamara to any??? The crew? The ambience? The constant feeling of being special?

So how does agessive sales of drink packages, - art auctioneers invading ship,- chartering ships in the most popular dates and raising prices by introducing "included"evenings and liqour packages that nobody wants - correspond to customer's needs? Can this ship be turned before sinking? I wonder. I want it. I love Azamara. Please don't sink.:rolleyes::confused:

[CHEZMARYLOU]

We were looking forward to our 1st Azamara cruise in 2015, after years with Celebrity, until we saw the itineraries. We will probably look for something with Celebrity and a few more land based vacations.

 

Mary Lou

[Jancruz]

I too remain agnostic about Viking Oceans, although a bunch of luxury cruise regulars have booked their 2015 voyages

 

Viking's European river cruise reputation is not the best. It's ok -- but does not compare with eg Tauck, Uniworld, AMA or Scenic. Their strong point is China.

 

 

I do believe however that management is offering a very desirable product in its new Ocean cruises -- small ship, luxurious appointments (wow factor) and mostly inclusive. This is what many cruisers want. No telling what the on board experience will be like. I never buy the first year of a car model. LOL Let them work out the kinks and I look forward to some reviews from folks whose opinions I trust.

 

I remain very skeptical of Viking Oceans ..dont like their crew and policies on the river cruises and the fact no casino IMHO is going to eliminate a lot of cruisers..I think their prices are not in line with others dont like their pay in advance policy and one ship does not a cruise line make..The strong cruise in China is a leased boat and not their own.. even more skeptical

Jancruz1

[oliveau]

Let's hope someone in Miami is reading this feedback; It's unusually consistent! [bill, where are you?]

[pacheco18]

I remain very skeptical of Viking Oceans ..dont like their crew and policies on the river cruises and the fact no casino IMHO is going to eliminate a lot of cruisers..I think their prices are not in line with others dont like their pay in advance policy and one ship does not a cruise line make..The strong cruise in China is a leased boat and not their own.. even more skeptical

Jancruz1

 

Jan

 

My plan is to wait until YOU sail on Viking Oceans and report back. LOL

[nordski]

I remain very skeptical of Viking Oceans ..dont like their crew and policies on the river cruises and the fact no casino IMHO is going to eliminate a lot of cruisers..I think their prices are not in line with others dont like their pay in advance policy and one ship does not a cruise line make..The strong cruise in China is a leased boat and not their own.. even more skeptical

Jancruz1

 

Interestingly, a few years ago some poster(s) on the River Cruise forum suggested that V's pay-in-advance policy was instituted to increase immediate cash flow and address a weak financial position. That analsis, so far, has not proven true.

 

I'm always sleptical about such speculation that links on-board policies with imminent economic disaster.

[pacheco18]

Interestingly, a few years ago some poster(s) on the River Cruise forum suggested that V's pay-in-advance policy was instituted to increase immediate cash flow and address a weak financial position. That analsis, so far, has not proven true.

 

I'm always sleptical about such speculation that links on-board policies with imminent economic disaster.

 

Jan is one of the most knowledgeable persons on the CC boards.

She has many industry connections.

I trust her.

[taxjam]

From Seatrade Insider Article:

 

"The position will not be filled, spokesman Rob Zeiger said. Instead, Azamara chief Pimentel is going to 'flatten out his organization,' with Bornstein's reports now reporting directly to him."

 

Does it seem odd the Ms Bornstein will not be replaced and her reports now reporting to LP? Typically, even if reducing senior management, responsibilities would be reshuffled but not to the CEO. Does this say the President has decided that he needs to get a handle on Azamara's marketing? Obviously, there are also other scenarios and speculations.

[Reggiefan]

Travel Pulse notes that roughly 100 jobs were recently eliminated in a RCI corporate reorganization. Apparently, Bornstein was not the only major departure in the parent company in the past month. However, her leaving seems strange because from the outside it seemed that was the number two person in and the public face of Azamara, and if times are tough, I question whether a company wants to cut sales and marketing dollars.

 

As suggested in the original post, the overriding question seems to be this: Does the RC parent company know what it wants to do with Azamara?

[pacheco18]

However, her leaving seems strange because from the outside it seemed that was the number two person in and the public face of Azamara, and if times are tough, I question whether a company wants to cut sales and marketing dollars.

 

As suggested in the original post, the overriding question seems to be this: Does the RC parent company know what it wants to do with Azamara?

 

Not necessarily cutting sales and marketing dollars.

Cutting Bornstein. Not strange if, as many of us believe, the new strategy has been a disaster.

Same amount of money could be better spent with someone else determining the direction of the cruise line. We can only hope.

[bar_20]

When you have the best hamburger in town do you raise the price to keep the same quality or do you lower the quality to keep the same price?

 

After two cruises on HAL this year, they have ruined their cruise line by making cuts in food, staff, and programs on the ship except the ones that make them money. Oh sure the price of the cruise was about the same as my previous cruise back in 2006 but it was a shell of itself. We have a 28 day cruise on Celebrity next April and will see how far they have fallen.

 

After our cruise on HAL last week, I have decided to go up to a deluxe cruise experience. Azamara and Oceania seem to be the only two that fit that niche. What I don't want to see are the art auctions, diamond sales, watch sales, etc. Dog and pony show seminars about what they are selling on the ship are a big turnoff for us.

 

Raise the price to keep the quality the same or better. Outside of the free booze Azamura is what you used to get on a regular cruise line 30 years ago.

[Reggiefan]

Laraine, I am again a total outsider and am just speculating. But regarding the departure of Ms. Bornstein, one of three things seems true: she truly left for personal reasons, she left because of her performance or because of a disagreement on how Azamara could best achieve its business goals, or she left because of cost reductions by the parent company.

 

Also, I can only speculate on whether the recent changes at Azamara, if not entirely successful, have proved a failure in terms of net income. I know that Azamara was boasting for months about substantial increases in reservations on future cruises.

 

My questions are whether Azamara's business model is in flux-- does this company have a clear vision of what it wants to be--and whether the parent company is truly committed to the success of Azamara, whether because of the additional income it can generate or reasons of prestige. That Azamara's president in early 2012 publicly talked about a dramatic refurbishing of the ships and then the company later pulled back raised questions about the parent company's commitment to the Azamara brand that have never been fully answered in my view. As you and others have noted, Azamara's competitors have stepped up their game with the quality of ships they are offering.

[pacheco18]

Laraine, I am again a total outsider and am just speculating. But regarding the departure of Ms. Bornstein, one of three things seems true: she truly left for personal reasons, she left because of her performance or because of a disagreement on how Azamara could best achieve its business goals, or she left because of cost reductions by the parent company.

 

Also, I can only speculate on whether the recent changes at Azamara, if not entirely successful, have proved a failure in terms of net income. I know that Azamara was boasting for months about substantial increases in reservations on future cruises.

 

My questions are whether Azamara's business model is in flux-- does this company have a clear vision of what it wants to be--and whether the parent company is truly committed to the success of Azamara, whether because of the additional income it can generate or reasons of prestige. That Azamara's president in early 2012 publicly talked about a dramatic refurbishing of the ships and then the company later pulled back raised questions about the parent company's commitment to the Azamara brand that have never been fully answered in my view. As you and others have noted, Azamara's competitors have stepped up their game with the quality of ships they are offering.

 

I cannot disagree with what you have said with one exception:

 

What spin they put on increased bookings! I bet those substantial bookings are mostly attributable to the double upgrade offer -- essentially folks were not paying the higher prices. I have friends who are TAs. Azamara ships rarely sail full. By eliminating so many from their extremely loyal client base and changing a proven strategy they shot themselves in the foot.

[mare s.]

I too am skeptical about the "increase in bookings" line. I think the fact that a lot of 2015 itineraries are blocked out for charters is an indication that Azamara is going for the sure sales rather than relying on normal cruise reservations. It seems that, based on past experience, cruises are not selling well (hence the fire sales), so they are taking the money where they can.

 

I'm dismayed at the direction Azamara is going (no harpists and the addition of the art auctions for example) I'm also concerned that, just two months out, they still have not named a captain for December onwards for the Quest, nor have they posted the special events (I hate calling them Azamazing Evenings) for the first quarter of 2014. Things seem to be in a bit of disarray.

 

Like all of you, we have loved the special feeling on Azamara. Lets hope management can get its act together to preserve what is so unique about the cruiseline.

[Jancruz]

Jan is one of the most knowledgeable persons on the CC boards.

She has many industry connections.

I trust her.

 

What a nice compliment ..thank you I will try to live up to your trust..

Jancruz1

[nordski]

Jan is one of the most knowledgeable persons on the CC boards.

She has many industry connections.

I trust her.

 

Your post, linking to mine, perhaps suggests that I was questioning Jancruz's earlier post or knowledge.

 

I wasn't.

[Jancruz]

I too am skeptical about the "increase in bookings" line. I think the fact that a lot of 2015 itineraries are blocked out for charters is an indication that Azamara is going for the sure sales rather than relying on normal cruise reservations. It seems that, based on past experience, cruises are not selling well (hence the fire sales), so they are taking the money where they can.

 

I'm dismayed at the direction Azamara is going (no harpists and the addition of the art auctions for example) I'm also concerned that, just two months out, they still have not named a captain for December onwards for the Quest, nor have they posted the special events (I hate calling them Azamazing Evenings) for the first quarter of 2014. Things seem to be in a bit of disarray.

 

Like all of you, we have loved the special feeling on Azamara. Lets hope management can get its act together to preserve what is so unique about the cruiseline.

 

They do have everything including Azamazing evenings and have just not announced them to the public..which of course is their right..

Jancruz1

[mare s.]

Certainly it's their right not to tell us a thing! But we're almost within final payment period for the early 2014 cruises and, while I wouldn't cancel based on one shore excursion or who the captain is, it is difficult to plan (and book) other excursions. And, while they may indeed know what is going on, I think it gives the appearance of confusion. (especially when we were first told the end of August and then the end of September and still nothing)

[oddjob16]

We are on Adriatic cruise out Venice July 5th 2014 and the Special Event evening was set a long time ago. ( I don't like to use AzAmazing either).

[procter]

Apologies for posting i wrong place before but here goes

Well there is always room for a good conspiracy theory and here is mine.

 

 

Edie has obviously been pushed out as there is nothing about “pursuing other opportunities” or “spending time with family”

Larry must have been involved/approved all these changes such as

Inclusive drinking

Azamazing evenings

Rate hikes but probably not harpists or art auctions but who knows.

 

 

It is obvious from inside /balcony permanent promotion that pricing is out of line significantly.

Getting rid of Edie will probably save $1,000,000 of overhead what with costs of extensive travel for Edie who will not be flying coach,. her PA and secretary.

Larry dumps Edie and rides to the rescue with $1,000,000 savings .

Apologies in advance if this theory is proven wrong but is Larry not cruising at the moment and when did he tell her?

 

 

 

PS best of luck to Edie as I am sure she thought she had Azamara interests at heart even if her customers did not think so (judging by these boards)

[Reggiefan]

No conspiracies here, but again sheer speculation. Without question, the president and CEO of a cruise line with two ships was totally involved in and signed off on the changes announced by Azamara last year. These were not minor marketing changes. These were changes showing that the company was moving in a fundamentally different direction with regard to its business model.

 

Go back and read the answers by Mr. Pimentel to questions he answered on this forum last year, and see his vigorous defense of the company's new direction.

 

And it seems clear that the parent company's charge to Azamara management was to increase profitability.

 

The question is how can Azamara materially increase its fares without making a greater investment in the upgrading of its two ships.

[pacheco18]

No conspiracies here, but again sheer speculation. Without question, the president and CEO of a cruise line with two ships was totally involved and signed off on the changes announced by Azamara last year. These were not minor marketing changes. These were changes showing that the company was moving in a fundamentally different direction with regard to its business model.

 

Go back and read the answers by Mr. Pimentel, and see his vigorous defense of the company's new direction.

 

And it seems clear that the parent company's charge to Azamara management was to increase profitability.

 

The question is how can Azamara materially increase its fares without making a greater investment in the upgrading of its two ships.

 

 

Perhaps he was misguided?

Perhaps he was persuaded by his marketing person that the changes were the way to go?

Perhaps he now has regrets?

 

All speculation, of course.

[Andy]

Hi Everyone,

 

I wanted to share with you, that Edie Bornstein graciously called me on Tuesday night, to inform me of her decision to resign from Azamara. While I would have liked to break the news to our community, out of respect for Edie, I opted not to write about her decision until now. Edie made it clear and the company has confirmed, that she was not part of any layoffs, and made the decision to leave Azamara on her own.

 

Edie also stated how proud she is, of the Azamara brand and teams, both onboard, and shoreside, and wishes the brand and the entire team their continued success. No doubt, Edie's departure is a huge loss for Azamara. With that said, I'm confident that under Larry Pimentel's outstanding leadership, Azamara continues to have a bright future.

 

Please join me in wishing Edie all the best of success in her future endeavors. I look forward to hearing about her new position within the next couple of weeks. Edie promised to keep me posted.

 

I truly hope this will put an end to speculation regarding Edie's departure. Thanks very much !

[Andy]

Hi Everyone,

 

Just thought you would be interested to know that Edie Bornstein has been named President & Chief Operating Officer of Crystal Cruises. I'd like to wish Edie all the best of success in her new position.

 

Here's the Press Release :

 

Industry Veteran Edie Bornstein to Become President, as Gregg Michel Steps Down

 

LOS ANGELES, Oct 4, 2013 -- Crystal Cruises announced today that Gregg Michel has resigned as president, effective October 15, and cruise industry veteran Edie Bornstein will join the Los Angeles-based ultra-luxury line as its new president and chief operating officer on October 16.

 

Bornstein brings to Crystal more than 30 years of experience in the global cruise, travel and technology industries. She was senior vice president of marketing and sales at Azamara Club Cruises, the upscale division of Royal Caribbean Cruises Ltd. (RCL), where she worked from 2009 until recently. It was under her leadership that she and her team re-launched the young brand as Azamara Club Cruises. Previously, she was vice president of business development and strategic partnerships for Carnival Cruise Lines, and has also served as a senior officer at Cunard and Seabourn Cruise Lines, where she developed strategic plans and led partnerships with several respected luxury brands. Prior to her in-house positions with the cruise lines, Bornstein was vice president of cruise and specialty sales, marketing and customer support for Amadeus Global Distribution System. At Amadeus, she was instrumental in the implementation of automation solutions for the cruise industry and numerous other projects.

 

Michel joined Crystal Cruises as senior vice president, finance and administration in 1988 and was promoted to president and chief operating officer in 2001. A past chairman of CLIA (the Cruise Lines International Association), Michel has helped develop safety and security policies for the industry during his role as part of CLIA’s Executive Committee.

 

“NYK (Nippon Yusen Kaisha), Crystal Cruises’ parent company, and the Crystal family greatly appreciate the efforts and accomplishments of Gregg Michel during his presidency, his service on our Board of Directors, and his contributions as a founding member of the management team,” said Nobuyoshi Kuzuya, chairman and chief executive officer of Crystal Cruises. “During his tenure, Crystal Cruises has maintained an enviable reputation in the luxury market, offering an unparalleled cruise experience. Besides his contributions to our own company, he has been a great champion of environmental efforts that have supported the cruise industry.

 

“Edie Bornstein is joining Crystal at a very positive time when we are growing our revenue, increasing the global agencies with whom we are working, and introducing so many new guests to Crystal Cruises. As we look to the future, we are very pleased that Edie is bringing her vast branding experience, technology expertise and passion to Crystal Cruises.”

 

“Like so many in this industry, I’ve admired Crystal from afar,” said Bornstein. “I always thought the line was ahead of the luxury curve with so many innovative programs and product features. I’m so proud to begin a new story with Crystal Cruises and join this team at sea and on land, who should feel so proud of this incredible brand. I look forward to building on this stellar reputation, growing our travel agent partnerships, and leading Crystal into the future.”

 

Bornstein and her fiancé Tom Rodriguez will reside in Los Angeles.

 

About Crystal Cruises

 

Crystal Cruises is the world’s leading luxury cruise provider, having earned more “World’s Best” awards than any other cruise line, hotel, or resort in history, including 18 consecutive years from Travel + Leisure magazine and 19 “Best” wins from Condé Nast Traveler. Aboard the ultra-chic, ultra-luxurious Crystal Symphony and Crystal Serenity, refined elegance meets casual simplicity. With an emphasis on innovative product differentiation, the renowned Crystal experience is distinguished by extraordinary service, abundant space, extensive choices and superior quality. Providing worldwide vacations of five to 100+ days that bridge the best of land and sea, itineraries through early 2016 sail to the Mediterranean, Western Europe, British Isles, Scandinavia/Baltic & Russia, North Cape & Arctic Circle, Africa, Asia, Australia/New Zealand, South Pacific, South America, Antarctica, New England/Canada, Panama Canal, Caribbean, and a sumptuous annual World Cruise. For more information on Crystal Cruises, contact a professional travel agent or visit www.crystalcruises.com.

[nordski]

Obviously this is recognition of Ms. Bornstein's work not only at ACC but also in her previous positions.

 

Moreover, Larry Pimental should get credit for providing her with the opportunity to impress the executives/board of Crystal Cruises.

 

This is clearly a significant promotion. Others must know, is she one of the first women to attain this title? In my limited experience it would seem to be an anomaly.

 

It will be certainly interesting to see her career develop at Crystal.