Celebrity Cruises launched the new 710-passenger Journey on May 4th and also surprised the industry by also introducing an entirely new cruise brand, Azamara Cruises, which will be positioned in the deluxe brand market.

The new line will offer destination driven and exotic travel experiences, including the exotic Caribbean, Europe, Asia, and even worldwide itineraries. The Asia and world cruises are not announced yet, but the line expects to visit more than 200 ports in over 70 different counties.

The Azamara fleet will consist of the Azamara Journey, which set sail on May 6th on her maiden voyage from Cape Liberty and sister ship the Azamara Quest, which will enter service in October. Their ship size will present a more intimate onboard experience, while allowing Azamara to access less-traveled ports of call that experienced cruisers would like to visit.

The new deluxe brand will also provide guests with a more exclusive experience. Both the Journey and Quest will feature butler service in every stateroom and suite, as well ass comcierge-style amenities, including fresh cut flowers, fresh fruit, Elemis toiletries, complimentary use of Frette cotton robes, complimentary slippers, plasma TVs and plush European bedding in each stateroom.

The ships will not require formal attire for dining and feature open seating in the main dining room. Each ship will also have two specialty restaurants. Mediterranean-influenced “Aqualina” and steak and seafood restaurant “Prime C” will be featured on the Azamara Journey. Guests in all staterooms will receive one night of complimentary dining in the alternative restaurants and all suite guests will receive two. A wine bar with spectacular wine cellar on each Azamara ship will offer wine and champagne tastings, seminars, and mini-pairings of food and wine, in addition to a standard menu of fine wines by the glass or bottle.

“We created Azamara cruises to target an area of the market that we believe is underserved, and an area this product is ideally suited to fill,” said Richard Fain, Chairman and CEO or Royal Caribbean Cruise Limited, parent company of Azamara Cruises. Azamara and Celebrity President, Dan Hanrahan stated that “Azamara Cruises is expressly designed for travel enthusiasts who appreciate what a cruise vacation has to offer, but are looking for something a little different, and a little more special. And what’s special about Azamara Cruises is its distinctive combination of impeccable service, exceptional cuisine and off-the-beaten-path destinations, with truly immersive excursions.”

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