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Azamara Pursuit to debut in Europe after 'massive' refit

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Larry Pimentel - 'If we can grow in the proper way ... I don't think we'll be stopping at three'
Azamara Club Cruises' third ship will enter service in Europe in August 2018 following a 'massive' drydock refurbishment, president and CEO Larry Pimentel told Seatrade Cruise News.

P&O Cruises' Adonia is to be delivered to Azamara in mid-March at Grand Bahama Shipyard and will then head to Marseille. At a European yard—to be determined—the vessel will be extensively renovated and rebranded for consistency with Azamara Journey and Azamara Quest. All originally were 'R' ships for Renaissance Cruises.

'We're doing a lot of work,' Pimentel said of the months-long renovation, 'so the three sisters will look like three sisters.'

Azamara Pursuit will be introduced as the European season peaks. This coming week, on Oct. 25, the ship's 2018 and 2019 itineraries will be revealed.

'Azamara Pursuit will take us to ports we've never visited, and return us to a few we haven't seen in quite some time,' Pimentel said. About 40% to 50% of the destinations will be new; the Far East, South America and South Africa are possibilities. And there are plenty more places to explore in the Mediterranean, northern Europe and Baltic, he noted.

All itineraries will play to Azamara's 'Stay Longer. Experience More' brand proposition.

'We've added texture and substance to destination immersion, with longer stays and overnights. We are, in essence, the deep-water version of river cruising—slow cruising,' Pimentel said. He maintained Azamara offers 'more overnights and late nights than any other cruise line, period.'

The refurbishment is being directed by Royal Caribbean Cruises Ltd.'s Harri Kulovaara, EVP newbuild and innovation, and his team. They executed the 2016 updates of Azamara Quest and Azamara Journey, which have received a 'fantastic response.'

A yard is close to being selected, and the renovation is going to be the biggest in Azamara's history. Most of the work will focus on the interiors but there will be a technical overhaul, too.

Among the interior projects, a number of staterooms will be converted into double-sized spa suites like those created last year on Azamara Quest and Azamara Journey. Pimentel said the brand has a large suite clientele.

Adonia was built as R8, the final ship in the 'R' series. It returned to P&O service in June following a spell with Carnival Corp. & plc's Fathom brand in the Caribbean. 

Travel agents and Azamara loyalists had been clamoring for another ship. Now that Azamara Journey and Azamara Quest are running full and waitlisted, the timing is right. Pimentel said September's financial performance was the best in the company's history.

He deems the brand a success in its 'concept, product and profitability.'

Adding Azamara Pursuit is a 'monumental step forward,' 50% growth—but, more significant, in his view, it validates the destination immersion proposition.

'Our competitive set is outstanding,' the Azamara chief said, but 'we've carved out a niche of staying longer, connecting to the culture ... making the human connection.'

It took awhile to come up with 'Pursuit'—an original name in the cruise world. To Pimentel, it's perfect.

'It's meaningful in our pursuit of excellence, our persistence ... We've always been in pursuit of growth, but profitable growth.'

While it has taken a long time to get a third ship, Pimentel sees Azamara Pursuit as a gateway to further growth: 'If we can grow in the proper way, with the right return [on investment] and the right guest satisfaction, I don't think we'll be stopping at three.'