Celebrity Cruises has announced a new brand for two of its ships. Azamara Cruises, which will operate the Azamara Journey, starting service from New York to Bermuda, May 5, and the Azamare Quest, joining the brand in October.

Azamara is a deluxe category brand, according to Richard Fain, chairman and CEO of Royal Caribbean Cruises, parent company to Celebrity, and is positioned a notch higher than Celebrity Cruises.