Azamara Cruises Global Sales, Marketing and Business Development Executive in Luxury Travel and Hospitality, Patrice Willoughby feels very blessed to have worked in this amazing industry for her entire career.
“It reminds me every day of how vast and amazing a planet we inhabit and how fascinating the people and cultures around the globe are. Travel truly educates, inspires and unites us all.”
Find out what else they had to say in this week’s Talking Travel.
What does your job involve?
I manage our international markets outside of the US & Canada. We have teams in the UK, EMEA, Australia and Latin American to ensure we provide sales and marketing services in culture and in line with each market’s needs. We are always looking for opportunities to expand our reach, engage best practices in all areas and bring the Azamara product and promise to our current and potential travel partners and guests.
How have you tackled the difficulties caused by COVID-19?
As an independent cruise company, Azamara has faced the same challenges as the rest of the travel industry during the COVID-19 pandemic – loss of jobs across the board, financial losses due to the suspension of cruises, and ongoing shortages of staff and goods due to COVID-19. Cruising is subject to extremely stringent regulations and the increase in regulations has been challenging – although for the most part, in line with the level of security and hygiene we were already implementing. Azamara continues to put the safety of guests and crew first and foremost and we adhere strictly to the latest CDC guidelines about health and safety protocols.
One of the biggest challenges was having our crew away for so long. In the past year we’ve spent a lot of time ensuring that the crew are comfortable back in the work/ship environment and that they are confident executing the new health and safety protocols. We have implemented extra training to ensure everything is flawless when welcoming our guests back onboard.
From a leadership point of view, navigating the complexities of the past two years has taught both myself and the brand to lead with patience and empathy, while also being quick to adapt to the ever-changing state of the world. We have learned how to be more comfortable with being uncomfortable, as we face the uncertainties of today’s landscape.
On the upside, we are extremely fortunate, due to the renewed high demand in cruising, to be in a position where we can return to the high seas with our full four-ship fleet and provide our guests with what they’ve been craving: to travel and discover the world again.
What do you enjoy most about your profession?
Travel has always been my passion and I love the shared visions of the world and the complexities of different ways of living and working. I have lived in over 20 countries and each is as interesting as the next. I believe that travel is a key to uniting people and learning to appreciate diversity, culture and the beauty of our planet. This industry changes and grows constantly and I feel connects us all in a way that is unique to travel, and Azamara specifically does an excellent job connecting people with each other across the globe. Every day is an adventure in my world.
What are the biggest challenges for you in your profession (outside of COVID-19)?
There are many challenges in an international environment when you are trying to scale efficiently and still ensure you account for cultural differences. I always try to think globally and apply locally so that you get the benefit of both perspectives. That often requires compromise and a lot of communication to ensure everyone stays committed and on the same page. The challenge is to keep a sense of humor and fairness across all markets and to allow for each area to shine on its own while benefiting from belonging to a group effort.
What do you think are the biggest challenges the industry faces?
The travel industry will continually expand and find new ways to be successful. The biggest challenge in the long term is the fragmented way of working – both in process and in systems. In order to create and implement more successful travel, there needs to a serious focus on efficiency of communications, systems and processes across the industry. In addition, we need to focus on sustainable travel to protect the amazing world we live in for generations to come.
What do you think will be the biggest game changer in the travel industry in the next 12 months?
The industry has learned how to embrace change as a constant in Covid. Moving forward, we need to continue to welcome change, think out of the box, and take big steps to create more efficiency, while still ensuring that authenticity, real relationships and mutual respect remain a focus in the industry. On our own journey as a newly independent company, we are continuing to develop our new ways of working so we are the preferred company to work with for our partners and to sail with for our guests.
Post-pandemic, cruising on small, intimate ships such as Azamara’s is already proving to be a very popular option. Guests don’t want to be surrounded by large crowds, onboard or onshore, and having been unable to travel for two years, they are willing to pay extra for the type of experiences we provide. Guest prefer the ambiance of a smaller ship and want to ensure their new travels are in a more intimate surrounding. With a great ambiance and the best crew in the industry, we are delivering to this market need.
Over-tourism has changed the face of destinations such as Barcelona, Venice, Dubrovnik and Amsterdam – and that’s just in Europe. While cities such as these are now regulating visitor numbers to a certain extent, Azamara takes guests to smaller, alternative ports and offers in-depth destination immersion that helps combat over-tourism by encouraging guests to spend time in less-travelled towns, villages and regions.
Having the most advanced health protocols and facilities in place is a given and our Explore Well at Sea program constantly evaluates and updates these protocols according to changing conditions worldwide.
What destination/travel trend do you think is the next big thing?
I was lucky enough to see many of the treasures of the world before the masses started travelling and I miss the hidden gems, discovery and exploration. I think expedition and soft adventure travel where authentic experiences are still available are at the top of the list. Antarctica, Iceland, the Nordics, and New Zealand- are areas of unique natural beauty that take some time to see and explore. Azamara’s Country Intensive voyages are seeing high demand as they provide our guests with ample time to immerse themselves in the local culture.
What are your thoughts on responsible travel and how do you try to implement this in your workplace?
Azamara works closely with local authorities and providers in every destination we visit. Following health protocols is vital, but as a broader philosophy, we encourage guests to eat, explore and live like a local, with independent, local tour operators whenever and wherever possible. Only by seeing beyond the surface of a beautiful place and interacting with local people can guests gain a real insight into cultural differences, and varying environmental and economic challenges.
In our workplace, we encourage staff to constantly update their knowledge about the destinations Azamara visits and the company’s environmental goals.
Who inspires you most and why?
Wherever I travel, I am inspired by the people who have dedicated themselves to their country, culture, art or politics to ensure they maintain their country’s identity and engage with the world for the better of all. Mandela is one of those people and his life brings South Africa’s history and present into focus to appreciate. It is a complex part of the world that offers some amazing sights and a great diversity of people.
What is your must-pack travel item(s)?
No matter where I’m heading on my travels, I always pack an international adaptor plug, a portable power bank, comfortable walking shoes, sunscreen, and a refillable water bottle.
Who would you invite on your next holiday if you could choose anyone and where would you go?
I love our Iceland or Japan intensive voyages and would take all of my favourite people with me. These cruises allow you to visit smaller ports and discover all the facets of one country within one trip. Azamara also offers late nights and overnights in port, which allows plenty of time for you to immerse yourself in the destination by day and night.
