Lisa Bauer, President and CEO of Starboard.

Starboard and Azamara Cruises are looking to extend the relationship between onboard retail and travellers beyond the voyage with the launch of what they describe as the cruise industry’s first shopping rewards programme.

Azamara Shopping Rewards allows guests to earn points through eligible retail purchases made onboard Azamara ships, adding a new incentive to shop while at sea while complementing the cruise line’s existing Azamara Circle loyalty programme.

Rather than limiting those rewards to future onboard purchases, the partners have widened the proposition to encompass travellers’ broader lifestyles. Members can redeem points through the Azamara Shopping Rewards Ecommerce Marketplace for products including wine and luggage, as well as culinary experiences, concert tickets, flights and hotels.

Lisa Bauer, President and CEO of Starboard, said: “We’re thrilled to launch the industry’s first retail rewards programme with Azamara Cruises as our initial partner. A wonderful complement to the company’s Azamara Circle loyalty programme, Azamara Shopping Rewards transforms onboard purchases into meaningful lifestyle and travel rewards that keep guests connected to Azamara long after their cruise ends.”

The programme is powered by technology from Open Network Exchange (ONE), which specialises in sales, marketing and service solutions designed to increase customer engagement and loyalty.

For Starboard and Azamara, the concept is intended to create a more personalised retail journey while encouraging both engagement and onboard spend, with rewards providing a link between shopping at sea and experiences on land.

Dondra Ritzenthaler, CEO of Azamara Cruises, said: “As the first cruise line to launch this type of shopping rewards programme with Starboard, Azamara Cruises continues to innovate in ways that elevate the guest experience both onboard and beyond. Azamara Shopping Rewards creates a new opportunity for guests to engage with our brand while enjoying added value directly tied to their onboard purchases, enhancing the personalised experience that defines Azamara.”

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