Azamara Cruises' Price reflects on his 30-year career in the cruise industry after starting as a greeter at the Port of Vancouver at 17 years old
Tell us a little bit about yourself and how long you’ve been in the travel industry?
As of April, this year is my 30th year in the cruise industry. I started at the age of 17 at the Port of Vancouver as a meet and greeter.
Did you always know you wanted to be in travel or did you almost pursue another career?
My family loved to cruise when I was growing up. When I was a child learning to hand-write they asked what do you want to be when you grow up and I wrote I want to work on a cruise ship. At 21 that dream came true and I ended up working on close to 27 cruise ships over eight years.
What’s new and exciting with Azamara that you think travel advisors should know?
One thing I really appreciate about Azamara is that we continue to build on what our guests already love. We aren’t chasing trends. We’re refining the experience with destination-focused itineraries, longer stays in port, overnight stays, and more immersive shore experiences that allow guests to truly connect with the places they visit.
What continues to excite me is that Azamara remains focused on what makes us different. We visit many smaller ports, giving guests more authentic experiences and more time to explore each destination. That’s exactly what many of today’s travellers are looking for, and it’s a message that continues to resonate with Canadian travel advisors.
From a business perspective, Azamara also continues to provide strong opportunities for travel advisors through competitive group programs, exceptional guest loyalty, and a product that consistently delivers high guest satisfaction. Those loyal repeat guests are one of our greatest strengths, and they give advisors confidence when recommending Azamara to their clients.
What itineraries are doing well for the Canadian market?
Within Europe, Croatia and the Greek Islands are consistently among the most popular itineraries, driven by Canadians looking for immersive destination experiences, longer stays, and smaller ports that offer something beyond the traditional Mediterranean cruise.
In Asia, Japan continues to be the standout destination. Interest remains exceptionally strong, with demand for Japan itineraries consistently outpacing many other Asian sailings thanks to its unique culture, cuisine, and seasonal experiences.
What’s something most people may not know about you?
I love cooking big dinners, a Sunday roast is my favourite in the winter months and anything on the BBQ during the summer (or over the fire if camping).
Do you believe in the role of the travel agent?
Absolutely. In fact, I believe the role of the travel advisor is more important today than ever. While travelers have access to more information online than ever before, information alone doesn’t replace experience. Clients often come to an advisor with an idea of where they want to go, but it’s the advisor’s expertise that helps determine what’s truly the best fit for them.
Having spent nearly eight years as a travel advisor myself, I know that the most valuable skill in this business is listening. The best advisors take the time to understand a client’s travel style, interests, and what they hope to get out of their vacation. That’s what transforms a good trip into an unforgettable one.
Today, in my role with Azamara Cruises, that belief is stronger than ever. My goal is to equip travel advisors with the knowledge, confidence, and support they need to recommend the right experiences for their clients. When advisors succeed, our guests have better vacations, and that’s a win for everyone. Anyone can book a vacation. A great travel advisor creates memories and experiences that families will hang on their walls for a lifetime.
What advice would you give to travel agents today?
One thing I’d say is don’t let the lack of firsthand experience stop you from confidently recommending a product. I often hear advisors say, “I can’t sell it because I haven’t been there.” While experiencing a destination or cruise firsthand is incredibly valuable, it isn’t the only way to become an expert.
Many suppliers invest heavily in outstanding training programs, webinars, and educational resources. The advisors who take advantage of those opportunities build the confidence to sell based on the benefits and experiences that are the right fit for their clients, rather than simply their own personal travels.
Of course, nothing replaces firsthand experience, and I encourage advisors to take every opportunity to travel. But don’t wait for a FAM before recommending a destination or product you believe in. Knowledge and confidence are often just as powerful as personal experience.
Are you team window or aisle? Carry-on or checked bag?
J CLASS Window. Otherwise, I am team aisle. I am carry-on up to about four days and then I become team checked bag.
Do you keep track of how many countries you’ve visited? If so, what’s your number?
I do. I had no idea the number until I entered it into an app, I had guessed maybe 40… To my surprise I was at 88 at the time. That changed my travel style, and I started looking to travel to places I have never explored. I am currently at 104 countries and all seven continents. Jordan was my 100th country.
If you had to sing karaoke tonight, which song would you pick?
My little guy and I love to sing Rick Astley’s Never Going To Give You Up in the car – that has become my carpool karaoke song.
What do you do for fun when you’re not working?
Covid changed the way we could all travel. So I really got into camping and exploring our own backyard. That is one of my happiest places.
Do you have anything else you’d like to share that we haven’t touched on yet?
I have been lucky to have won multiple Baxter Awards since 2019. Anyone that has met me knows that I have a story for everything! Say a word and I can tell you about this one time…
