When the reborn Crystal cruise line first began accepting bookings, luxury travel advisor Diego Riveron faced a tough challenge. Former customers who had lost money during the collapse of the previous Crystal Cruises harbored animosity towards the brand. Additionally, new clients were skeptical about booking trips on older vessels. However, after almost a year of the relaunch by A&K Travel Group, the situation has significantly improved. Riveron noted that clients are now excited about the new product and eager to utilize the future cruise credits offered to them.
Mary-Jean Tully, founder and CEO of Tully Luxury Travel, shared that all of her clients who have traveled with Crystal Cruises have been extremely satisfied with the experience. They appreciate the crew, food, service, and the enhancements made to the ships. Tully mentioned that clients often return and rebook trips, showcasing their loyalty to the brand. Dennis Nienkerk, a luxury advisor, also mentioned that old Crystal clients were quick to return to the line as they were eager to give it another try and have not been disappointed.
A&K Travel Group acquired the Crystal Cruises’ name and assets after the previous owner ceased operations. However, transitioning clients and travel advisors from the old brand to the new one was a challenge. Jacqueline Barney, senior vice president of global marketing for Crystal Cruises, highlighted the importance of changing consumer and trade sentiment after the relaunch. Barney noted that the initial hesitations have now subsided, and the ships are experiencing high demand, particularly during holiday seasons.
Crystal Cruises has strategically targeted key markets, such as Alaska, New England, the Caribbean, and North America, to drive bookings. The line has seen an increase in last-minute bookings and guests opting for closer-in voyage dates. Additionally, Crystal plans to expand its international presence by establishing offices in the U.K., Monaco, Brazil, and Mexico. The brand’s success has been attributed to offering future cruise credits to customers affected by the collapse of the original Crystal Cruises.
Owned by A&K Travel Group, Crystal Cruises has the advantage of leveraging synergies with sister brands like Abercrombie & Kent, Sanctuary Retreats, and Ecoventura. The line intends to collaborate with these brands to offer unique experiences and enhance the overall cruise offerings. Crystal is also developing specialty cruises, including themed voyages like golf-themed cruises and historical anniversary commemorations. Additionally, the brand will provide VIP access to pre- and post-cruise events, such as Broadway shows.
The rebirth of Crystal Cruises has been a notable success story in the luxury travel industry. Despite initial challenges and hesitations, the brand has successfully overcome obstacles and garnered high satisfaction rates from clients. With strategic initiatives, strong demand in key markets, and innovative collaborations with sister brands, Crystal Cruises is well-positioned for continued growth and success in the competitive cruise industry.
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