Ex-Azamara exec Bornstein is named Crystal president

By Tom Stieghorst
Marketing veteran Edie Bornstein has been tapped to move into the executive suite at Crystal Cruises, where she will serve as president and COO beginning Oct. 16.

Bornstein most recently was senior vice president of sales and marketing at Azamara Club Cruises.

Both Crystal and Azamara operate two-ship, midsize luxury fleets with heavy emphasis on destination. Bornstein resigned her position at Azamara a week before being named to the Crystal job.

She will report to Crystal's chairman and CEO, Nobuyoshi Kuzuya. Bornstein succeeds Gregg Michel, who has resigned after steering Crystal as president since 2001.

Kuzuya praised Michel's contribution as a founding member of Crystal's management team. He joined the company in 1988 as senior vice president of finance and administration.

Bornstein has nearly 30 years of experience in travel, including a 12-year stint with the Amadeus GDS.

She began her cruise career in 2001 when she was hired by Cunard Line as vice president of business development.

Bornstein later became vice president of business development and strategic partners for Carnival Cruise Lines.

After leaving Carnival in 2009, she joined Azamara and became part of the team headed by President and CEO Larry Pimentel that rebranded the line Azamara Club Cruises.

In a statement, Bornstein said she admires Crystal's innovative programs.

"I look forward to building on this stellar reputation, growing our travel agent partnerships, and leading Crystal into the future," she said.

 
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