In a world where the word luxury is increasingly commonplace, Delfin Amazon Cruises CEO Aldo Macchiavello is pushing back, instead highlighting what stands the company apart.
Even though Delfin’s Peruvian Amazon river cruise product is undoubtedly high end, he refuses to use the term luxury to describe the company’s offering.
“We’re not about luxuries,” Macchiavello told LATTE at a media event in Sydney. “Everybody uses the word luxury, and hardly anybody’s really understanding what it’s all about.”
For him, the term doesn’t just fall short; it misses the point entirely. For, as he explains, what truly sets his product apart has little to do with opulence for its own sake.
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“What it’s all about is to provide the market and the travellers with something much more refined,” he says. “It’s about finesse, not about luxury.”
That distinction is critical. His company isn’t chasing flashy trends or mimicking corporate cruise lines; it’s curating deeply exclusive experiences for a very specific clientele – seasoned, world travellers with “old money” and discerning taste.
Indeed, over the years, Delfin has hosted a roll call of ultra-wealthy and high-profile guests over the years with its admission to the prestigious Relais & Chateaux network in 2018 as its first cruise operator, a further sign of its high calibre.
Understanding this particular demographic has been key to ensuring Delfin’s success, according to Macchiavello. He believes this expertise gives the company an edge over newer entrants to the market, despite their luxury credentials and global reputations.”That is what we are, and this is the difference between us and any another products,” he said. “We are truly refined – a truly exclusive product that anyone, the highest high-end individual you can imagine, will and should appreciate.”
For Macchiavello draws a clear line between a bespoke, rooted offering and what he sees as the commoditised nature of larger operations. “Our product is not something that you will also find in Galápagos or Alaska,” he pointed out.
This local connection is crucial, especially in regions with rich indigenous traditions and delicate ecosystems, he insists. His company has been operating for over two decades, during which time he and his team have forged meaningful ties on the ground, backing local conservation projects and community initiatives in the process.
“We are Peruvians. We’re local,” he stressed. “So, yes, we handle things differently, because we understand the market.”
