Azamara has hailed its trade partners for their commitment after more than 800 agents joined the line’s new co-branded marketing platform 

Introduced during Azamara Cruises’ Travel Advisor Appreciation Month in May, the partnership with Approach Guides gives agents access to pre-designed “content experiences” offering ready-to-use marketing materials focused on Azamara’s itineraries, destinations and promotions.

The early uptake includes a mix of Azamara’s agency partners in the UK, including Advantage, Travel Counsellors, Hays Travel, InteleTravel and Fred. Olsen Travel.

David Siewers, chief international sales officer at Azamara, said: “Our travel agency partners are at the heart of everything we do at Azamara, and they remain the single biggest driver of our growth. It’s their knowledge, enthusiasm and commitment that bring the Azamara Cruises experience to life for guests.

“With Approach Guides, we wanted to put genuinely useful, high-impact tools in their hands, making it simpler than ever to engage clients and convert that into bookings. From enhanced training and stronger commission opportunities to innovative tools like this, we’ll keep investing in the people who make our success possible.”

Leading the way as the platform’s most engaged user is Rachel Wright of Advantage Travel Partnership, who has been among the first to put the co-branded content to work for her clients.

“I really like the Approach Guides,” said Wright. “As long as operators keep their content up to date it’s a great tool, and because Azamara Cruise’s links straight through to its own site, everything just works really well.”