Azamara Cruises, which is the more upscale line operated by Celebrity and similar in many respects to Oceania, has decided to unbundle air from its pricing. According to Dondra Ritzenthaler, Celebrity’s senior vice president of sales, more than half of their guests have opted to take the air credit and book their own air.

Personally, I find this to be refreshing. I cannot tell you how many times I have told clients that “free air” is not “free” and, after doing the pricing, they see that up to $500+ in air-related taxes can be added on to that “free” air.

I find that clients are looking not just to the bottom line, but to ways to see if the bottom line can lowered through different pricing strategies. For me, the best way to do this is by unbundling the air…and tours.

Here is what Azamara is now offering: