Azamara Journey and Azamara Quest have each undergone a multi-million pound bow to stern upgrade, which the company claims will bring the onboard experience in line with its renowned shore product.

Karen Sequeira, the line’s UK and Ireland head of marketing, said Azamara was now keen to shout about the changes to customers and the trade, with plans to bring more than 1,000 agents and consumers onboard Azamara Quest this summer when it calls at British ports.

This is more than double the number of previous years, with onboard events planned at UK points including Southampton, Liverpool, Greenock and Leith.

There are also plans for more experiential days where agents can sample a typical Azamara-style event and possibly a “Seminars at Sea” style initiative, with retail staff staying onboard for a few days.

“We are trying to do as much as we can to maximise our exposure to the trade,” added David Duff , UK and Ireland commercial director.

The new-look ships now boast a more contemporary flavour throughout. Two spacious spa suites have been added while other suites and cabins have been upgraded.

Most dining areas and public lounges have also been revamped; most notably the former Looking Glass lounge, now called the Living Room, reflecting its new focus as a daytime venue.

Duff said the changes had come at the right time for Azamara as it continues to establish its own identity, following its marketing split from sister brands Royal Caribbean International and Celebrity Cruises.

It also faces increased competition from Oceania Cruises and Regent Seven Seas Cruises, which are both adding ships this year.

While he wouldn’t be drawn on such plans for Azamara, Duff conceded that the revamp placed the line in the right position for future growth, particularly as increased rates have grown the UK to 25% of Azamara’s business, second to America which accounts for around 45%.

“Volume-wise, there is no growth as we only have two ships, but our UK share has risen because of the increased rate, which we have worked hard to achieve,” explained Duff.

“Next year, our ambition is for another jump on the back of our revitalised ships.”