• Cheers to 25 years: Celebrate with Us!
  • Write a Review
  • Boards
  • Log In
  • Find a Cruise
  • Deals
  • Excursions
  • More
You may also like
Dismiss
Cruise Critic Members React to Sale of Azamara Cruises
Royal Caribbean Group to Sell Azamara Cruise Line
Azamara Pursuit (Photo: Azamara Cruises)

Royal Caribbean Group to Sell Azamara Cruise Line

Royal Caribbean Group to Sell Azamara Cruise Line
Azamara Pursuit (Photo: Azamara Cruises)

January 19, 2021

Adam Coulter
UK Managing Editor
  • Facebook
  • Pinterest
  • Twitter

(9:28 a.m. EST) -- Royal Caribbean Group is selling its Azamara cruise line to Sycamore Partners, a private equity firm specializing in consumer, retail and distribution investments.

The deal will be "an all-cash carve-out transaction" for $201 million, subject to certain adjustments and closing conditions.

Sycamore Partners will acquire the entire Azamara brand, including its three-ship fleet and associated intellectual property. The transaction is expected to close in the first quarter of 2021. No information has been given on how the sale affects cruises that have already been booked on Azamara Quest, Azamara Journey and Azamara Pursuit.

The move will allow RCG to focus on expanding its Royal Caribbean International, Celebrity Cruises and Silversea brands, the line said in a statement.

"Our strategy has evolved into placing more of our resources behind three global brands, Royal Caribbean International, Celebrity Cruises and Silversea, and working to grow them as we emerge from this unprecedented period," said Richard D. Fain, Chairman and Chief Executive Officer of Royal Caribbean Group.

Featured Videos

Freedom of the Seas: What's It Like Onboard a Test Cruise? (Cruise Critic & Royal Caribbean Blog

Freedom of the Seas: What's It Like Onboard a Test Cruise? (Cruise Critic & Royal Caribbean Blog

Oasis Of The Seas Ship Tour - Ship Exterior

Oasis Of The Seas Ship Tour - Ship Exterior

Here's What We Packed For Our Royal Caribbean Cruise (June 2021)

Here's What We Packed For Our Royal Caribbean Cruise (June 2021)

Celebrity to Restart from U.S. Homeport, PLUS Royal Caribbean Given Green Light for Test Cruises! (VIDEO)

Celebrity to Restart from U.S. Homeport, PLUS Royal Caribbean Given Green Light for Test Cruises! (VIDEO)

Odyssey of the Seas -- From Steel Cutting to Delivery 2021

Odyssey of the Seas -- From Steel Cutting to Delivery 2021

Video Of Odyssey Of The Seas Conveyance March 2021

Video Of Odyssey Of The Seas Conveyance March 2021

Video: Royal Caribbean Group Announces E-muster, Keyless Cabin Check-in And Other App Improvements

Video: Royal Caribbean Group Announces E-muster, Keyless Cabin Check-in And Other App Improvements

Royal Caribbean Odyssey Of The Seas Steel Cutting At Meyer Werft

Royal Caribbean Odyssey Of The Seas Steel Cutting At Meyer Werft

Shipyard Tour: Royal Caribbean’s Symphony Of The Seas Gets Its Finishing Touches -- Video

Shipyard Tour: Royal Caribbean’s Symphony Of The Seas Gets Its Finishing Touches -- Video

Harmony Of The Seas Video Tour – Inside Look At One Of Royal Caribbean’s Most Popular Cruise Ships

Harmony Of The Seas Video Tour – Inside Look At One Of Royal Caribbean’s Most Popular Cruise Ships

Symphony Of The Seas Video Tour

Symphony Of The Seas Video Tour

Royal Caribbean’s Spectrum Of The Seas Celebrates Keel Laying

Royal Caribbean’s Spectrum Of The Seas Celebrates Keel Laying

Sea Beyond: An Innovative Cruise Experience By Royal Caribbean

Sea Beyond: An Innovative Cruise Experience By Royal Caribbean

Sneak Peak At Symphony Of The Seas

Sneak Peak At Symphony Of The Seas

What’s Your Size? Royal Caribbean's Oasis Class Vs. Majesty Of The Seas - Video

What’s Your Size? Royal Caribbean's Oasis Class Vs. Majesty Of The Seas - Video

Royal Caribbean's Oasis Of The Seas Highlights

Royal Caribbean's Oasis Of The Seas Highlights

Spectrum Of The Seas Steel Cutting At Meyer Werft

Spectrum Of The Seas Steel Cutting At Meyer Werft

Royal Caribbean's Enchantment Of The Seas Highlights

Royal Caribbean's Enchantment Of The Seas Highlights

Harvest Caye Cruise Port Video Tour

Harvest Caye Cruise Port Video Tour

Photo Tour of Royal Caribbean's Allure Of The Seas

Photo Tour of Royal Caribbean's Allure Of The Seas

What It Means To Be Loyal To Royal

What It Means To Be Loyal To Royal

7 Can’t-Miss Experiences on Allure Of The Seas

7 Can’t-Miss Experiences on Allure Of The Seas

Video Tour of Allure Of The Seas' Bars

Video Tour of Allure Of The Seas' Bars

Cruise Pier Runners In Cozumel -- Carnival Liberty

Cruise Pier Runners In Cozumel -- Carnival Liberty

Harmony Of The Seas Youth Place

Harmony Of The Seas Youth Place

Harmony Of The Seas Pool And Sports Zone

Harmony Of The Seas Pool And Sports Zone

Harmony Of The Seas Central Park On Royal Caribbean International

Harmony Of The Seas Central Park On Royal Caribbean International

Harmony Of The Seas Boardwalk

Harmony Of The Seas Boardwalk

Harmony Of The Seas Entertainment Place

Harmony Of The Seas Entertainment Place

Harmony Of The Seas Royal Promenade

Harmony Of The Seas Royal Promenade

Harmony Of The Seas Vitality Spa And Fitness Center

Harmony Of The Seas Vitality Spa And Fitness Center

Perfect Storm Water Slides On Harmony Of The Seas

Perfect Storm Water Slides On Harmony Of The Seas

Cruise Critic Tours Harmony Of The Seas

Cruise Critic Tours Harmony Of The Seas

Harmony Of The Seas Cabins - Video Tour - Cruise Critic

Harmony Of The Seas Cabins - Video Tour - Cruise Critic

Cruise Critic Tours Harmony Of The Seas

Cruise Critic Tours Harmony Of The Seas

Greased Lightnin': Royal Caribbean Brings Another Broadway Hit

Greased Lightnin': Royal Caribbean Brings Another Broadway Hit

Plunging Into Adventure On The Tallest Slide At Sea: Royal Caribbean Reveals 10-Story Ultimate Abyss

Plunging Into Adventure On The Tallest Slide At Sea: Royal Caribbean Reveals 10-Story Ultimate Abyss

Cruise Critic Flowrider On Royal Caribbean's Freedom Of The Seas

Cruise Critic Flowrider On Royal Caribbean's Freedom Of The Seas

Cruise Critic Tours Anthem of the Seas

Cruise Critic Tours Anthem of the Seas

Anthem Of The Seas Welcomes Gigi The Giraffe

Anthem Of The Seas Welcomes Gigi The Giraffe

Oasis Of The Seas Flowrider - Cruise Critic Goes Surfing

Oasis Of The Seas Flowrider - Cruise Critic Goes Surfing

Oasis Of The Seas Jazz On 4 Performance

Oasis Of The Seas Jazz On 4 Performance

Oasis Of The Seas Royal Promenade (2009)

Oasis Of The Seas Royal Promenade (2009)

Oasis Of The Seas Royal Promenade Parade (2009)

Oasis Of The Seas Royal Promenade Parade (2009)

Oasis Of The Seas Carousel In Action (2009)

Oasis Of The Seas Carousel In Action (2009)

Oasis Of The Seas Ship Tour -- Main Dining Room (2009)

Oasis Of The Seas Ship Tour -- Main Dining Room (2009)

"Even so, Azamara remains a strong brand with its own tremendous potential for growth, and Sycamore's track record demonstrates that they will be good stewards of what the Azamara team has built over the past 13 years."

"We are pleased that Royal Caribbean Group has entrusted Sycamore to support Azamara in its next phase of growth," said Stefan Kaluzny, Managing Director of Sycamore Partners.

"We are excited to partner with the Azamara team and build on their many years of success serving the brand's loyal customers. We believe Azamara will remain a top choice for discerning travelers as the cruising industry recovers over time."

The founder and CEO of Azamara -- and in many ways the face of the line, Larry Pimental -- left in April last year. A few month earlier, it had dropped the word "Cruises" from its name in a bid to rebrand as more of a land-based operation which also offered cruises.

Though small, with just three ships, it had a very loyal following and active Cruise Critic Boards members. People loved the small ships, all of them former Renaissance vessels affectionately known as R-class ships, as well as the line's focus on destinations.

One Chucktown Steve spoke for many when he wrote: "What does private-equity firm Sycamore Partners know about cruising and what the customers want? Equity firms only want one thing. Profits at any cost. There goes Azamara. I wonder how many of the great staff will jump ship, literally?"

Royal Caribbean Group said it would work in close collaboration on a "seamless transition" for Azamara employees, customers and other stakeholders.

In conjunction with the transaction, Azamara Chief Operating Officer Carol Cabezas has been appointed President of the brand.

The transaction will result in a one-time, non-cash impairment charge of approximately $170 million. The sale of Azamara is not expected to have a material impact on Royal Caribbean Group's future financial results, the line stated.

How was this article?

Featured News

1
Live From the Allure of the Seas Test Cruise: No Drama, But Cheap Drinks, Free Waterslides
5
Royal Caribbean Cruise News: Just Back from Serenade of the Seas, and Alaska's Restart
Want to cruise smarter?
Get expert advice, insider tips and more.
By proceeding, you agree to Cruise Critic’s Privacy Policy and Terms of Use.