Since its revival, Crystal (formerly known as Crystal Cruises) is in its strongest position ever in 2026. With most obstacles now cleared and a travel industry that’s fully supportive, Crystal is reaping the rewards of its partnership with A&K Travel Group (AKTG), celebrating its inaugural year of top-tier itineraries, and anticipating the arrival of its first new vessel in decades.
This is the second installment in a two-part series featuring TMR’s conversation with Matias Lira, senior vice president of trade sales at AKTG Americas. In the first part, we discussed the challenges the brand encountered during its re-launch, how it reassured advisors regarding the brand’s safety, and Lira’s insights on what sets Crystal apart from other luxury cruise operators.
A significant factor Lira did not mention in part one is the ownership of Crystal by and collaboration with A&K Travel Group, granting the cruise line access to an expansive network of local DMCs.
In regions where AKTG operates a DMC, Crystal emphasizes the use of that DMC to facilitate its operational requirements, from embarkation and disembarkation logistics to pier and check-in personnel.
For excursions on land, Crystal collaborates with AKTG DMCs to offer premium options.
“Not every one of our tours is executed by A&K. Our aim is to also bolster the A&K brand, as it caters to a different clientele,” Lira noted.
AKTG’s shore excursions feature exclusive access and unique behind-the-scenes experiences, among other exciting options.
Crystal also presents some pre- and post-cruise tours fashioned by AKTG, in addition to mid-land pursuits whenever feasible.
Lira indicated that Crystal’s offerings from AKTG are particularly strong in Southeast Asia, the Indian Ocean, Africa, Latin America, and select ports in Northern Europe and the Mediterranean.
The partnership with A&K Travel Group has also enabled Crystal to attract first-time guests, categorized by Lira as “low-hanging fruit.” These clients typically include those who’ve sailed with cruise lines like Silversea Cruises, Regent Seven Seas Cruises, and Explora Journeys and have previously participated in an A&K land journey.
The most notable success among new-to-cruise conversions has emerged from A&K X Crystal, a collection of cultural expedition voyages, the debut of which is happening this year and was fully booked within weeks of its announcement. These distinct itineraries function essentially as a partial charter of a Crystal cruise, offering exclusive amenities, onboard activities, and guided excursions for A&K X Crystal travelers.
Lira expressed to TMR his desire to see more advisors convert their land-focused – and cruise-nervous – clients to cruising.
“I encourage advisors to pinpoint the reasons clients might be hesitant. It’s unreasonable for them to exclude cruising from their travel options… It involves educating clients on the various types of cruising, the diverse inclusions, and the different cultural and like-minded people who may be onboard various cruise lines,” he conveyed.
(He recommended that advisors review his webinar, “I will never cruise again,” accessible via Crystal’s travel advisor portal.)
Anticipating Crystal Grace
The first newbuild in decades for Crystal – Crystal Grace – is set to launch in June 2028, with bookings expected to open “sometime in the second quarter of this year.”
When queried about his excitement for Crystal Grace, Lira highlighted how smoothly Grace’s integration into the fleet will proceed. This is particularly noteworthy as both Symphony and Serenity have undergone significant upgrades that make them comparable to brand-new vessels.
“We’ve invested approximately 230 million euros in renovations for both ships. It’s unprecedented. No one has invested so much in a dry dock, at least not in the luxury market,” he stated.
This advantageous situation simplifies the sales process for travel advisors regarding Crystal Grace, he added.
“Promoting Symphony and Serenity will make it easy to endorse Grace, given that their deck plans will be quite comparable. Each will feature veranda suites and butler services. All the acclaimed eateries that guests appreciate on Symphony and Serenity will also be present on Grace,” he stated.
“With different brands, if you bring a new-to-brand passenger aboard a newly launched ship and they love the experience, then book on another of their older vessels, they may encounter disappointment,” Lira remarked. “They might wonder, ‘Where am I? This isn’t the same environment I initially experienced.’ You won’t face that issue on any of Crystal’s three ships.”
Regarding the offerings onboard Grace, he teased some culinary “enhancements” that will be “confirmed at a later date.”
Crystal’s Itineraries Finally Meeting Expectations
With the launch of Crystal Grace still over two years away, Lira expressed that he is currently most enthusiastic about Crystal’s most recent itineraries, which he feels are the finest the cruise line has produced since restarting operations in 2023.
“Our itineraries have improved significantly. For 2023, which only consisted of a quarter of the year, and those for 2024 and 2025, they weren’t the most favorable since we joined the market quite late,” he elaborated. “Our itinerary planning team had to secure bookings back in early 2023, by which time 2025 had already been fully booked and available with other cruise lines. We were left with less desirable itineraries…”
However, for 2026, Crystal is finally aligning its planning schedule with the competition.
“We’ve secured far better itineraries, berthing spaces, and priority for most destinations. From an itinerary perspective, we’re now in ideal locations during peak travel seasons,” he stated.
Some itineraries that particularly excite him include those that sail along the West Coast of the U.S. and then change course in Guayaquil, Ecuador, allowing guests to partake in pre- or post-cruise adventures to the Galapagos or Machu Picchu.
Revamped Travel Advisor Portal
Crystal is not only enhancing its ships and itineraries. The brand’s travel advisor portal has also undergone significant upgrades. Once a read-only resource, it now features a comprehensive booking engine and a resource hub that includes educational webinars and marketing tools.
“It’s a continuously evolving platform,” Lira shared with TMR.
Fonte: Travel Market Report
