Interview: Azamara Club Cruises CEO on Modern Luxury and the Cruise Experience

Luxury cruising, like its big ship midscale counterpart, is undergoing a massive building boom along with a refinement in onboard and land activities. Luxury cruise lines are experimenting with tweaking the balance between old-world elegance and a more hands-on, experience-based vacation. Azamara Club Cruises CEO Larry Pimentel told Skift that his company's focus has shifted to focus on crafting unique experiences on land. So unique that other cruise lines, and even tour operators, don't have the same access. "There's a world of difference between what we do and old-world luxury, which is always about what's on board," said Pimentel. "Today's consumer wants to dig in, and they really want to enjoy the localized culture through experiences." Pimentel, who previously served as CEO of Cunard Line and SeaDream Yacht Club, has shifted the line's focus toward land product. With inclusive evening events, dubbed Azamazing Evenings, and bespoke land excursions, Pimentel has helped Azamara tap into a more diverse market of luxury travelers. Skift spoke to Pimentel about what luxury cruisers wants, how Asian luxury differs from Western luxury and how technology lets his small brand reach a global audience. Skift: So often I talk to people from cruise lines and all they do is talk about the onboard product, but more and more people go on a cruise mostly is actually to experience things that are on land. Azamara's approach seems very wise in cultivating these experiences that are unique to the brand. Larry Pimentel: They're also experiences for all age groups and, in particular, millennials. I will tell you, we have done an extensive research at the corporate level with Boston Consulting Group and came to the conclusion, in looking at the research. It was crystal clear that experiential travel for upmarket luxury clients is absolutely where it's at. It is about enrichment, and it's about exclusivity. We sought out to create exclusive experiences that were enriching, and for us, there's a world of difference between what we do and old-world luxury, which is always about what's on board. Rosenthal plates, Bulgari products, that's passe. Today's consumer wants to dig in, and they really want to enjoy the localized culture through experiences. That's what we specialize in. That's what's made us successful. Skift: Is it that these consumers have been there and done that? Or is it that as a new generation of luxury traveler matures, their values