Land-focused rebrand 'a natural next step' - Pimentel

The branding changes reflect a “redefined dedication to the Destination Immersion brand”, the line said and “a renewed focus on cruising and immersive inland experiences”.

Azamara’s concept of Destination Immersion, meaning its emphasis on diving deeper into local cultures and staying later in port than other lines, has been driven by its president and chief executive Larry Pimentel.

Pimentel, who marks a decade at the helm this year, said his company’s "passion for land" had allowed the brand to evolve during his tenure and make its style of offering "unique within the industry".

He called today’s announcement "just the beginning" predicting the company’s land-based programme would "grow even more" in future.

"It was a natural next step to take these custom-designed destination itineraries one step further on land and adjust our overall name," Pimentel explained.

“Now available on every single voyage starting October 2019 and available throughout future deployments, we will provide a variety of unique curated products, which emphasise our ’Explore Further’ identity through benefits such as longer stays, more overnights and night touring."