For a Robust Land Focus
With an unbridled passion for “land,” Larry Pimentel, president and CEO, Azamara, has led the upscale brand to “destination immersion” as a draw for upscale cruisers. Since taking the brand’s helm in 2009, Pimentel also has increased Azamara’s revenue by more than 70 percent per ship, increased tariffs by an average 69 percent and tripled repeat business.
He’s also added longer stays in port for Azamara’s ships, as well as more overnights and night touring. Promotional theming has evolved from “You’ll Love Where We Take You” to “Stay Longer, Experience More” to the latest approach, “Explore Further.” Recently, Pimentel dropped “Club Cruises” from the line’s name and unveiled many new pre- and post-cruise curated destination programs.
For example, on new AzAmazing Journeys of three to six nights described as “once in a lifetime” experiences, expert guides will take small groups of guests to commune with Borneo orangutans or see the Big Five on an African safari. Or, guests can head out to “rail and sail” in Australia. More than 1,700 land program options of all types have been developed by Pimentel’s team via partnerships with Micato, Perry Golf and others.
Last year, Azamara also added a third ship, Azamara Pursuit, to its fleet. That greater geographic “reach,” coupled with the line’s hefty focus on land, is a potent combination with Pimentel on the bridge.