Azamara Cruises has unveiled its new global brand campaign, “The Next Big Thing Is Small™”, a statement that argues that the future of premium travel is not defined by size, but by access, authenticity and the ability to explore.
The campaign comes at a time of growing demand for cruises focused on deeper immersion in destinations, with more time in port, access to smaller enclaves, and a more profound cultural connection. “The Next Big Thing Is Small™” emphasizes the idea that the most memorable travel experiences are often also the most personal. Inspired by the emotional connections travelers forge both on board and ashore, the campaign highlights how smaller ships allow for more meaningful discoveries, unhurried exploration, and moments that linger long after returning home.
“With 'The Next Big Thing Is Small™' we celebrate what makes travel truly impactful,” said Dondra Ritzenthaler, CEO of Azamara Cruises. “The experiences we remember aren’t necessarily the grandest, but rather the unexpected conversations, hidden discoveries, and personal connections that arise when we have the time and space to fully immerse ourselves in a destination. We’ve always believed that smaller ships create greater opportunities to experience those moments, and today that philosophy is more relevant than ever as travelers seek authentic, personal, and emotionally enriching experiences.”
The results of a recent brand study conducted by Azamara Cruises in collaboration with Brand Alloy support this destination-focused strategy:
- 77% of those surveyed believe that Azamara is the company that best connects travelers with destinations and their culture.
- 83% highlight access to less visited ports as a key advantage.
- 75% point to longer port times as one of their main differentiating factors.
- 79% consider the intimate experience of small boats to be one of the defining characteristics of the brand.
- Passengers also particularly appreciate the less crowded spaces, docking in city centers, and personalized service from the crew.
Based on these findings, the new campaign brings Azamara's "destination first" philosophy to life through a more immersive and emotional narrative. Through content across television, digital media, social networks, press, and trade channels, the campaign focuses on the moments that truly matter: experiences, interactions, and memories that stay with travelers long after their trip has ended.
“Across all our channels, we want to invite travelers to rethink what it truly means to experience the world and to expect more personal, leisurely, and deeply connected journeys,”said Lisa Kauffman, Chief Marketing Officer of Azamara Cruises. “Through inspiring storytelling, we showcase the kind of travel only small ships can offer, from river cruises to the heart of historic cities to evenings in iconic locations with our AzAmazing Evenings® programs.”
The campaign also coincides with a new phase of Azamara Forward, the fleet-wide improvement program designed to enhance the onboard experience and reinforce the destination-centric strategy. Based on guest feedback, the project includes accommodation renovations, redesigned dining and social spaces, and other enhancements aimed at bringing to the ship the same attention to detail that passengers experience on land.
Azamara currently operates a fleet of four smaller ships, specifically designed to maximize time at destination and access places that larger vessels cannot visit. Their offering is based on Extended Destination Days, with stopovers of ten hours or more, overnight stays in select ports, and routes that include less frequented destinations, complemented by carefully curated cultural experiences on land.
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