Now at the helm of Azamara Cruises, a 40-year travel industry veteran shares the secrets of her success—and why meeting planners are on her radar.
Sailing recently with Azamara CEO Dondra Ritzenthaler, I watched her connect with seemingly every person onboard the 700-passenger Azamara Journey Loyalty Cruise. From serving breakfast to the crew, to delivering rousing speeches to the passengers, to chatting one-on-one throughout the day, her vibe was a charismatic force. Among a small but growing number of female CEO’s in the hospitality industry, Dondra’s story is inspiring. Speaking to an audience on the ship, she noted how rare it is for a woman of a certain age, whose experience was always on the sales side, to be given the opportunity to run a company. Since taking the helm in May, 2024, she has shown her leadership chops and begun burnishing the brand of Azamara’s four independently-owned ships.
In the following interview, Ritzenthaler shares the secrets of her success—and why her favorite song is My Wish by Rascal Flatts.
Prevue: When did you first get the travel bug?
Ritzenthaler: I grew up in a modest town in Palisades, Texas. Going on vacation meant getting in our station wagon and visiting Six Flags. I got on a plane for the first time after I graduated college to interview for a job with Delta. That was when I knew there was a world out there I could play in. I didn’t want to miss out. I ended up taking a position as a flight attendant for American Airlines and flew for nine months before my first promotion. I knew then I was always going to be in travel. After eleven jobs and 20 years at AA, I had an opportunity with Celebrity Cruises and was there for another 20 years.
Prevue: What were your biggest challenges building your career?
Ritzenthaler: I had to do a better job of making sure that people knew who I was, what I stood for and what my results were, rather than sitting and waiting for people to notice. Additionally, I had to learn to be more brave, not perfect. As females, we tend to think we are not qualified or ready for that next job until we are perfect, whereas men do not necessarily have that same sense. When I learned to be more brave, not perfect, it really enhanced my ability to continue progressing in my career.
Prevue: Who were your greatest role models?
Ritzenthaler: My original role model was my mom. She was a single mom who worked two jobs, and yet, seemed to be everywhere. She was my number one fan and always encouraged me to be better tomorrow than today. My second role model was Jack Williams, the COO of Royal Caribbean Group. Before Royal, we worked together at American Airlines. Jack taught me resiliency and perseverance. How to set boundaries and hold people accountable all at the same time. How to surround yourself with people who are great at the things that you are not as good at, and then listen to them. I learned that if you know you have a situation that is not positive and you don’t do something about it, then you become that situation. These types of teachings along the way helped me become the leader I am today.
Prevue: What is your advice to women looking to build a career in the hospitality industry?
Ritzenthaler: First and foremost, travel. Be curious about the world and different cultures. Then learn about the different careers in hospitality and pick the one that you think best fits you. Second, do not be afraid. Just have the right attitude, drive and desire. Third, find a mentor and ask questions, including what pitfalls they fell into. Lastly, give it your all and don’t look back. Get in, work hard, move up.
Prevue: Has work/life balance been a challenge?
Ritzenthaler: I think everyone struggles with work/life balance. I am a wife and mother to two amazing sons and I put my children first. At the same time, I am very driven and have always wanted to excel in the companies I have worked for. The balance can be be tough. It’s easier to manage now that my children have become more independent and moved out of the house.
Prevue: Describe the secret to your success in five words.
Ritzenthaler: Lead, learn, listen, courage, resilience.
Prevue: If you could listen to just one song for the rest of your life, what would it be?
Ritzenthaler: I love music. It motivates me when I work out and puts a smile on my face when I am frustrated. For example, Back in Black by AC/DC or Don’t Stop Believing by Journey. If I had to pick just one song, it would have to be My Wish. You can tell I’m a Texas girl because it is Rascal Flatts. The song reminds me to dream big and keep my worries small.
Prevue: What is your message to meeting planners about Azamara Cruises?
Ritzenthaler: Meeting and incentive groups are an important part of our business, and we very much value the planner community. I intend to get more in front of meeting planners and listen. After connecting with planners my first week on the job, we saw increased group bookings within a few months. The size of our ships, with 350 staterooms, is perfect for incentives and charters. For small groups, we have many spaces on board for private gatherings and breakouts. My message to meeting and incentive planners is to consider our price/value proposition that makes us the best in our class: destination immersion, culinary excellence and a crew that is magic.
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