Azamara taps Sandra Pennington, Margarita Peloso retires

Azamara Cruises is ushering in a new chapter for its Canadian sales team as respected cruise professional Sandra Pennington joins the company as a strategic business development manager for Eastern Canada, while Margarita Peloso, another industry leader, soon retires after a distinguished career spanning nearly four decades.

Pennington officially joined Azamara on Monday (July 27), succeeding Peloso, who is stepping away from the industry after a career that included roles at Worldways, Adanac Tours, Paramount Holidays, Air Canada Vacations, Encore Cruises, American Express, Cruise Strategies, Trafalgar and, most recently, Azamara.

For Pennington, the move follows 10 and a half years as a field sales manager at Celebrity Cruises, where she became a familiar face to travel advisors in Ontario and across Canada.

"I’m excited,” Pennington told PAX. "I’m looking forward to getting started and diving into everything that makes the Azamara brand so special."

"This wasn’t a decision I took lightly”

While excited about the future, Pennington admitted leaving Celebrity was one of the most difficult decisions of her career.

"This wasn’t a decision I took lightly," she said. "Celebrity will always hold a very special place in my heart. It was a company that gave me incredible opportunities, but more importantly, it introduced me to some amazing people."

She said the relationships she built with her colleagues and travel advisor partners ultimately defined her time at Celebrity.

"The relationships I built have truly shaped my career,” she said.

Interestingly, Pennington wasn't actively looking for a new opportunity when Azamara came calling.

“But as I learned more about the role, the people, and the vision for the brand, it just felt right,” she said.

"I saw the chance to challenge myself, take on a larger territory, and bring everything I’ve learned over the past decade into a role where I can help grow the business in a meaningful way."

For Pennington, however, success has always come down to one thing.

"It’s always been about relationships for me, and I knew Azamara was a place where I could continue building those relationships while taking on an exciting new challenge,” she said.

In her new role, Pennington will work with travel advisors throughout her region, supporting agency partners while helping grow Azamara's presence in the Canadian market.

"I’ll be working closely with our travel advisor partners to help grow the Azamara brand, support their business, and create opportunities for mutual success throughout my territory," she said.

The expanded territory is something she's particularly looking forward to.

"One of the things that excites me most is having the opportunity to work with partners across such a large region,” she said. “I’ve always loved being out in the field, connecting with advisors, understanding their businesses, and finding ways to help them succeed. That’s where I feel most at home.”

A new chapter

What excites her most about joining Azamara?

"Without a doubt, it’s the people," said Pennington. "I’m excited to get to know the Azamara team, learn everything I can about the brand, and build new relationships while continuing to work with so many incredible travel advisors across Canada."

She said those personal connections have always been at the heart of her approach to sales.

"I’ve always believed this industry is built on relationships, and I never take those relationships for granted. Every conversation, every agency visit, every virtual call, every training or consumer event and every sales conference or Seminar at Sea is an opportunity to help an advisor grow their business and it’s something I genuinely enjoy."

Mixed emotions

Leaving Celebrity, she admitted, came with mixed emotions.

"It was incredibly hard. I won’t pretend otherwise because Celebrity has been such a huge part of my life for the past ten and half years," she said. "I honestly felt a little guilty making the decision because of how much I love the company and, more importantly, the people."

"Team Canada is like family to me, and I’m so grateful for every opportunity, every friendship, and every lesson along the way."

At the same time, Pennington views the move as a milestone in her professional journey.

"I’m proud that Azamara saw something in me and trusted me with this opportunity,” she said. “It feels like the right next step in my career and a chance to take everything I’ve learned over the last decade and use that experience to help grow another amazing cruise brand."

"I’ll always be thankful to Celebrity for helping shape the person and professional I am today. Nothing will change that. But I’m equally excited about what’s ahead, and I can’t wait to get started with the Azamara team and continue doing what I love most—building relationships with the travel advisor community."

Margarita Peloso retires

Pennington succeeds another well-known industry figure.

Margarita Peloso retires at the end of this month after a 38-year career that began somewhat unexpectedly.

"I started in travel when I was unable to find a job after university in my field," Peloso told PAX. "I was advised to 'go travel,' but had no money, so I got a job as a flight attendant. That was 38 years ago and I never looked back."

Over the decades, Peloso built an impressive resume across airlines, tour operations, retail travel, cruising and sales, becoming a familiar and respected figure among travel advisors.

Reflecting on retirement, she said she's looking forward to experiencing travel in a different way.

"It feels great. I guess we all dream about retiring...so we can travel," Peloso said. "While I do have plans to travel, it will be at a much slower pace, staying in the moment for longer, without checking emails or calendars."

She also leaves Azamara with a deep appreciation for the company and its product.

"I feel so blessed to be leaving my career at Azamara. The team is incredible and the product delivers with such a focus on destination immersion,” she said.

“This is a great industry”

Asked to pick a favourite career memory, Peloso found it nearly impossible.

"That is a loaded question," she said.

She pointed to winning a Trafalgar incentive trip that included a stay in an Irish castle as one highlight, but said the relationships she built throughout the industry remain what she'll treasure most.

"One conference in Las Vegas, I went to collect my luggage and was met by four suppliers who arrived a day before me. They somehow figured out what flight I was on and surprised me at the luggage carousel,” she said. “We may be competitors, but the friendships are real."

Those connections extended well beyond supplier colleagues.

"I have had the same friendships develop with many advisors, between Seminars at Sea, conferences, and agency events over the years,” she said. “This is a great industry."

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