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