Shortly after the relaunch of luxury cruise brand Crystal in 2023, I was able to sail onboard the exquisite, refurbished Crystal Serenity and Crystal Symphony.
To find out even more about the comeback of this legacy line, I sat down with Glen Rothe, vice president of trade sales for Crystal. We discussed topics such as Crystal’s new owners, where the brand currently resides and where it’s set to head in the future.
Here’s everything travel agents loyal to the brand — as well as those considering it for clients for the first time — need to know.
How have sales been since restarting under the new ownership?
Sales have been picking up since we resumed sailing last summer. Every guest and travel partner I speak with acknowledges that the “new” Crystal is back and better than ever.
Considering the legacy of outstanding service for which Crystal has always been known, that’s a high bar to achieve. Based on all the feedback I have received since we started sailing again, we have exceeded all expectations. It’s becoming more evident every week that our loyal guests are coming back, and we are finding new guests to “Crystallize.”
Based on all the feedback I have received since we started sailing again, we have exceeded all expectations.
What percentage of bookings are from returning loyalists versus those new to the brand?
Currently, a majority of guests who are sailing with us are loyal past Crystal cruisers. However, we are actively pursuing “new-to-Crystal” passengers, which will be critical for us as we continue to grow and expand.
Crystal has announced plans for four new ships.
Credit: 2024 CrystalAs the luxury cruise market evolves, how should advisors position Crystal?
Crystal has always been synonymous with exceptional, award-winning cruises. Now, we are redefining cruising for a new era.
With the addition of new owners Abercrombie & Kent (A&K), we have the ability to differentiate ourselves within the evolving luxury market. By combining the five-star land experiences of A&K with the ultra-luxury cruising experience of Crystal, we will provide guests with the best of land and sea.
A&K will be providing curated shore excursions, pre- and post-cruise opportunities and a variety of overland tours that cannot be duplicated by any of our peers.
Why should agents be selling Crystal now?
Every element of a Crystal experience is exceptional, from the smallest design detail of our spaces to our incredible dining options, including Umi Uma — chef Nobu Matsuhisa’s only concept at sea — and the highly anticipated arrival of Beefbar. Not to mention, our impeccable service culture and insider access, which brings guests closer to each destination with authentic experiences both onshore and onboard.
Following the extensive refurbishment of Serenity and Symphony in 2023, all guest suites are more spacious, with elevated details and contemporary craftsmanship at every touchpoint. With the reduction, we merged smaller guestrooms into larger suites that offer separate living room and bedroom areas, large bathrooms with a walk-in shower, and double faucets and sinks.
Both ships have a nearly 1:1 guest-to-staff ratio, making the Crystal experience that much more intimate and personalized. Butler service is also included for every single guest. They are there to make the guest experience onboard Crystal seamless from embarkation to disembarkation.
How will the line continue to be competitive in the future?
Crystal will continue to maintain its status as one of the most revered global cruise lines. The brand will continue to offer top-tier experiences, exceptional service, high-end amenities and immersive itineraries for guests.
Newbuilds are also very important to the Crystal team: We have just announced the construction of two groundbreaking ships, with the first set to debut by 2028. The 690-passenger, 61,800-gross-ton ships will feature a host of amenities and innovative designs, ensuring unparalleled comfort and indulgence for guests — including the most precious marbles, Italian fabrics and natural materials, which are typically reserved for high-end private residential properties. The new ships will feature all-suite accommodations with private verandas, including a single occupancy category with a veranda designed for solo travelers.
Crystal will also continue to debut new programming and experiences heavily influenced by guests’ personal interests and hobbies. For example, Crystal continues to establish themed cruises that include special guests ranging from PGA golf pros and musicians to authors, dancers and athletes. These themed cruises allow guests to indulge in their passions.
Is there anything else advisors should be aware of at this time?
Crystal offers a wide range of itineraries, from seven nights to 70 nights (our Grand Journeys) to 141 nights (our World Cruise), including exotic and off-the-beaten-path destinations, as well as classic routes to popular ports of call. In 2025, sailings will showcase the full potential of Crystal's pioneering collaboration with A&K.
