Royal Caribbean initially acquired Azamara Club Cruises in 2007 as part of its effort to expand into the luxury cruise market. However, despite their best efforts, Royal Caribbean found that the costs associated with maintaining a separate brand and operating two fleets was too high for them to continue indefinitely. In an attempt to reduce those expenses, Royal Caribbean opted to sell Azamara Club Cruises in 2018. The move allowed Royal Caribbean to focus more on their core brands—Royal Caribbean International and Celebrity Cruises—and streamline operations by eliminating redundancies between the two fleets. Additionally, divesting itself of Azamara Club Cruises provided Royal Caribbean with much needed capital which it invested back into its primary brands so they could offer new features and experiences while continuing to provide exemplary service across both companies' fleets. Ultimately, selling off Azamara Club Cruises allowed Royal Caribbean not only save money but also reinvest those funds into other areas of their business so they can better serve their guests now and into the future.