Larry Pimentel President and CEO

Azamara Club CruisesFerrari for a Day

Customizing the Luxury Experience

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Luxury a State of Mind

• The Red Ferrari– How many of us here today would like to have a fire

engine red Ferrari to drive around here in Las Vegas? – Maybe just for a day?

• Just what is Luxury?– So before we talk about customizing the luxury travel

experience let’s see if we can agree on just what luxury is.

One Person’s Luxury is Another’s Necessity

• Market researchers believe that luxury is just a state of mind--- that is, the idea of luxury isn’t the same to everyone.

The Idea of Luxury has Become Fragmented

• Caviar or Heirloom Tomatoes• Frette Bedsheets• Montecristi Panama Hats • Fine Luggage • Your Own Private Flower Garden • Fine Wines

It can be many different things to many people.

The Luxury Travel Experience

• Just as there are many definitions of the concept of luxury per se, it is difficult---perhaps impossible---to succinctly define luxury as it applies to travel.

• Almost everyone has an opinion of just what it is.

• Again, one person’s luxury travel experience is another’s necessity.

The Concept of Luxury Travel has Evolved

• Used to be:– Highly Structured– Pre-Programmed– Formal

• Dramatic Changes in the Concept

• Now:– Many Experiences of

Luxury

The Concept of Luxury Travel has Evolved

• Luxury Travel has Become Highly Personal

• The Constants in Luxury Travel

The Concept of Luxury Travel has Evolved

• Freedom of Choice

• Freedom of Time

• Freedom to be Casual

The Concept of Luxury Travel has Evolved

• High Standards of Personal Service

− Pampering with a high degree of personal service.

− Service that goes beyond the expectations of the traveler is much more appreciated.

The Concept of Luxury Travel has Evolved

• Unstructured Experiences

• Along with seeking a casual lifestyle, vacationers increasingly want to find unstructured experiences that don’t force them into pre-programmed activities.

• However, unstructured experiences are not necessarily disorganized experiences. “Unstructured”means doing what they want to do and doing it largely on their own timetable.

The Concept of Luxury Travel has Evolved

• Excellent Cuisine • Dining is one of the

highest priorities of all travel

• Fine dining is eagerly sought by luxury travelers.

• Maybe not fancy, formal traditionally, classic cuisine, but what you want when you want it

The Common Denominators of Luxury Travel

• While individual preferences vary, in most definitions the same concepts recur:• Freedom on Choice• Freedom of Time• Freedom to be Casual• High Standards of Personal Service• Unstructured Experiences• Excellent Cuisine

The “Seller” who Sells Luxury

• Key components of selling• Listen • Understand and qualify your customer• You can’t customize what you don’t know• Research, and know your product inside-out• Emphasize value, not price• Be straight-forward and honest - trust builds loyalty

Larry Pimentel President and CEO

Azamara Club Cruises

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