Q&A: Richard Twynam, UK&I managing director at Azamara Club Cruises

Richard Twynam

WHAT DO YOU LIKE BEST ABOUT THE CRUISE INDUSTRY?

How superb the product is, there is literally a cruise holiday for every taste and budget.

WHAT MAKES AZAMARA STAND APART FROM OTHER CRUISE LINES?

Its unfaltering focus on destination, and destination alone. Earlier this year we announced the launch of Stay Longer, Experience More – which is an expansion to our destination programme. This means more immersive itineraries alongside local and authentic destination experiences. We also offer more world events and themed voyages than ever before, including the Monaco Grand Prix and the British Open.

WHAT ARE YOU LOOKING FORWARD TO MOST OVER THE NEXT 12 MONTHS?

The arrival of the once-in-a-lifetime Azamara World Journey into London in June 2018.

HOW HAS THE CRUISE MARKET CHANGED IN THE LAST 10 YEARS?

It’s exploded in terms of guest numbers, new ships, new brands and new destinations.

HOW DOES AZAMARA WORK WITH THE TRAVEL TRADE?

Azamara continues to source 90% of its sales through trade partners and we support them with a dedicated sales team, in house team, Club Royal incentive scheme and training sailings to experience the product.

WHY SHOULD AGENTS SELL CRUISE RATHER THAN A LAND HOLIDAY?

I would personally combine it with a land-based holiday. Go and see the East Coast Australia with Azamara and then do a break to see Ayers Rock.

HOW WOULD YOU DESCRIBE THE TYPICAL AZAMARA GUEST?

Affluent babyboomers who love exploring destinations and want high-quality service on board.

IF AGENTS SELL ONLY ONE AZAMARA CRUISE THIS YEAR, WHICH ONE SHOULD IT BE?

There are hardly any left to sell this year, so I would recommend the Perth to Sydney sailing in 2018, finishing in Sydney on New Years Eve.

TELL US ONE THING ABOUT YOUR LIFE OUTSIDE OF AZAMARA THAT PEOPLE MAY NOT KNOW ABOUT YOU?

We have just bought a new car for the growing family – the Twynam family fun bus can seat seven, but is also good off road which is great as we live in the countryside.

TOP THREE TIPS FOR AGENTS SELLING CRUISE

1– Learn the nuggets of information about key destinations, and bring them to life, it changes the conversation away from price.

2– Sell the destination – we spend 80% of our time in Port, and 47% of calls are overnights or late stays – that’s more than our competitors.

3– Inform clients that Azamara is more inclusive, with unlimited alcohol including red wines, white wines, Rose and Champagne, plus tips.

 

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