As Dondra Ritzenthaler steps into her role as CEO of Azamara, she is determined to make significant changes to the way the cruise line interacts with travel advisors. Recognizing the pivotal role that advisors play in the booking process, Ritzenthaler is focusing on adjusting financials to increase commissions, bonus commissions, and other incentives for these key partners. This shift is aimed at solidifying Azamara’s commitment to prioritizing travel advisors in their business strategy.
One of Ritzenthaler’s first initiatives as CEO is to embark on a listening tour with travel advisors. Through these meetings, she plans to gather valuable insights that will help shape a long-term strategy for Azamara. The “Listen, Learn and Link Together” sessions, scheduled to take place in various cities across the U.S., U.K., and Canada, will provide Ritzenthaler with the opportunity to engage directly with advisors and gain a deeper understanding of their needs and preferences.
Despite facing competition from other upper-premium cruise lines that are introducing new ships, Ritzenthaler is confident in Azamara’s unique selling points. The cruise line distinguishes itself by offering more late nights and overnights in ports compared to its competitors. In fact, 45% of Azamara’s itineraries include these extended port stays, setting them apart in the market. Ritzenthaler believes that this focus on immersive experiences will continue to attract travelers seeking a more in-depth exploration of each destination.
Following the transition of ownership from Royal Caribbean Group to Sycamore Partners in 2021, Azamara faced challenges in maintaining visibility within the industry. Ritzenthaler’s appointment as CEO is seen as a crucial step towards revitalizing the brand and strengthening its relationships with advisors and guests. Travel advisors, such as Mitch Krayton, have expressed optimism about the potential impact of Ritzenthaler’s leadership, highlighting her industry expertise and ability to drive positive change within the cruise line.
As Ritzenthaler sets out on her mission to lead Azamara into a new era, her focus on collaboration, innovation, and customer-centricity is poised to shape the cruise line’s trajectory. By prioritizing the needs of travel advisors, fostering strategic partnerships, and leveraging Azamara’s unique offerings, Ritzenthaler aims to position the brand as a standout player in the competitive cruise industry landscape. Through a combination of revamping commission structures, engaging with advisors directly, and capitalizing on Azamara’s distinctive appeal, Ritzenthaler’s vision for the future of the cruise line is one of growth, resilience, and unparalleled guest experiences.