One month on from the launch of its partnership with Approach Guides, Azamara Cruises is celebrating an enthusiastic response from its travel partners, with over 800 travel agents signing up globally to the new co-branded content platform.

Introduced during Azamara Cruises’ Travel Advisor Appreciation Month in May, the partnership gives agents access to pre-designed "content experiences" – offering visually engaging, ready-to-use marketing materials featuring Azamara Cruises’ itineraries, destinations and promotions that can be instantly co-branded and shared with clients.

The early uptake has spanned a broad mix of Azamara Cruises’ agency partners in the UK, including Advantage, Travel Counsellors, Hays Travel, InteleTravel and Fred. Olsen Travel, which the cruise line says is a reflection of the tool's appeal across independent advisors, homeworkers and high-street agencies alike.

David Siewers, Chief International Sales Officer at Azamara Cruises, said: "Our travel agency partners are at the heart of everything we do at Azamara, and they remain the single biggest driver of our growth. It's their knowledge, enthusiasm and commitment that bring the Azamara Cruises experience to life for guests. With Approach Guides, we wanted to put genuinely useful, high-impact tools in their hands, making it simpler than ever to engage clients and convert that into bookings. From enhanced training and stronger commission opportunities to innovative tools like this, we'll keep investing in the people who make our success possible.”

Leading the way as the platform's most engaged user is Rachel Wright of Advantage Travel Partnership, who has been among the first to put the co-branded content to work for her clients.

"I really like the Approach Guides," said Rachel. "As long as operators keep their content up to date it's a great tool, and because Azamara Cruise's links straight through to its own site, everything just works really well."

Agents can access the marketing tool by logging in to Azamara Connect and following the simple sign-up steps.