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Cruise News for the Corporate Travel Professional

February 2010 Edition

Larry Pimental builds team of seasoned professional for the Azamara Brand

Azamara Cruises recently confirmed that it has named industry veteran Edie Bornstein as vice president of sales and marketing for the brand. Bornstein brings more than 25 years of experience in the global cruise, travel, and technology industries, most recently serving as vice president of business development and strategic partnerships for Carnival Cruise Lines. Previously, she was a senior officer at Cunard and Seabourn Cruise Lines, where she developed strategic plans and led partnerships with a number of brands, including Canyon Ranch Spa, Hermes, Chopard, Dunhill, Waterford, Wedgwood, Veuve Clicquot, Todd English, and more.

She also served as vice president of specialty sales for Amadeus Global Distribution System, where she was instrumental in the implementation of automation solutions for the cruise industry and numerous other projects.

Bornstein was appointed by Azamara Cruises President and CEO Larry Pimentel, who joined the line on July 7. Pimentel has more than 25 years of travel industry experience catering to the high-end consumer, and just prior to joining Azamara, served as president, chief executive officer and co-owner of luxury brand SeaDream Yacht Club.

Another more recent addition to the team is Bruce Setloff as the new most recently with SeaDream Yacht Club, Setloff held prior positions with Seabourn, Cunard and Royal Cruise Line, he will be reporting to Edie Bornstein, vp sales and marketing.

‘I’m ecstatic that Bruce has joined,’ Bornstein said. ‘We’re delighted to grow our charter business with our two jewel-box ships that hold 684 passengers each, the ideal size for charters.’

Another ex-SeaDream team member, Claudius Docekal will be taking charge of deployment and destinations for the boutique line, which recently rebranded under the leadership of president and ceo Larry Pimentel.  Docekal, brings long experience in itinerary planning and destination operations with INTRAV, Clipper Cruise Line and Orient Express Trains, Hotels and Cruises.

With his new team in place Pimentel plans to create a small, brand-dedicated field sales staff under the direction of Borstein, and will capitalize on the extensive global network of parent company Royal Caribbean Cruises Ltd.

Outside the US. Pimentel also plans to shape a small, brand-dedicated marketing team, and will share services across other disciplines within the corporation

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