The world according to P&O Cruises is now officially blue with the introduction in 2010 of big new £350 million British cruise ship Azura.
The unveiling of the details of the vessel, sister ship to family-friendly Ventura which entered service this year, made it clear that the resemblance between the two siblings will be quite different.
Although the same size at 166,000 tonnes and capable of carrying almost 3,600 passengers, Azura’s characteristics are not at all like its predecessor.
In many ways Azura 
looks to be a case of Back to the Future for the company as P&O Cruises returns to a far more traditional style of vessel, albeit with ultra-modern additions.
But, unlike its more glitzy American rivals, P&O is at pains to distance itself from what it describes as “wow factors which capture the eye for a few minutes”.
Rather, the line believes that successful British ships are about “a spirit which captures the heart for a lifetime of cruising,” to quote David Dingle, chief executive of the line’s parent company Carnival UK (ironically owned by US cruise giant Carnival Corporation).
All of which will make for a fascinating contest for sales once bookings open in the spring, as Azura faces head to head competition from the latest Celebrity Cruises’ Solstice-class super ship operating from Southampton for the first time in 2010.
P&O Cruises has admitted to difficulties with Ventura over matching the expectations of newcomers to cruising with those of regular P&O passengers and is to make a series of changes to the on board offering as a result in time for 2009.
The company’s managing director Nigel Esdale admitted that Ventura had, in his words, “pushed the brand envelope” more than ever before. In other words, the Ventura year-round family-friendly proposition on board its largest ever ship has proved to be more challenging than the company ever anticipated.
So it should come as little surprise that Azura, while still retaining a range of facilities for toddlers, children and teens, will be aimed more at adults and couples looking for a classic British cruise holiday.
That’s why the company is at pains to stress that Azura has been geared to appeal not just to cruising newcomers, but particularly to experienced past passengers. Hence a return to traditional Club dining in the three main dining rooms, although anytime freedom dining will still be an option.
In a further nod back to its roots, P&O Cruises is bringing a curry house on board Azura – not just any high street Indian, but a fine-dining restaurant featuring food created by Michelin starred chef Atul Kochhar . He will join Marco Pierre White and Gary Rhodes as the newest celebrity chef at sea.
However, where the line’s seventh ship is breaking with tradition is the introduction of 18 cabins for single holidaymakers – the first in the fleet and an initiative that is sure to prove extremely popular. Twelve of the single cabins will have outside views and six will be inside.
Additionally, there will be 910 cabins with balconies, a record number on a P&O Cruises’ ship. A further 1,117 will have outside views, while 440 are inside.
A private outdoor spa terrace and spa cabins, a concept proving poplar with competitors, will also be introduced on Azura as will an open air cinema, a concept pioneered by US sister company Princess Cruises with its Movies Under the Stars.
Olly Smith, a TV wine expert, will be involved in The Glass House, a select dining venue where different wines by the glass will be recommended with each course. He will also be advising on drinks across the other places 11 to drink.
Other on board elements have yet to be finalised and no mention yet has been made of the style of entertainment to be offered on board.
Here, I would like to make a suggestion. Wouldn’t it be great if the likes of P&O Cruises could sign up a range of name bands and singers to perform on board, and then promote them in advance to help encourage bookings?
With a resurgence in live music and the enduring popularity of TV shows such as the X-Factor, the idea would seem to have a wide appeal. But don’t just take my word for it – a recent survey of 5,000 people found that while West End or Boradway musicals remain hugely popular, more than one in three would like to see rock or pop concerts afloat.
Personally, I can’t think of anything much better than a night out seeing one of my favourite bands – even if they have reformed from the 1970s or ‘80s – having a few beers and a curry!
Hang on a minute, P&O Cruises looks set to provide two of those key ingredients, so we’re almost there!
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