As it embarks on its third complete year functioning as a division of A&K Travel Group (AKTG), Crystal (formerly known as Crystal Cruises) has transitioned from an era marked by uncertainty to one of sheer enthusiasm. TMR caught up with Matias Lira, senior vice president of trade sales for AKTG Americas, to discuss the changes since the brand’s relaunch in 2023 and what has him most thrilled.
In the first segment of our conversation, he elaborates on navigating challenges, including strategies to reassure travel advisors, and details how he perceives Crystal to stand apart from other luxury cruise providers.
(In the second segment, Lira shares insights on how Crystal’s association with A&K Travel Group offers a competitive edge, what excites him most about Crystal Grace, and why the itineraries for 2026 and beyond are the best the line has proposed since its return.)
“Upon acquiring Crystal, we recognized that the brand is synonymous with luxury, excellence, and exceptional service and cuisine,” Lira stated, noting that they understood it had a considerable loyal following among the Crystal Society members.
However, they also realized that they were poised to face certain challenges.
“2023 turned out to be a year of ‘Will it truly be Crystal?’ while 2024 served as a ‘I’ll hold off a little longer to confirm it is indeed Crystal.’”
A significant factor keeping former Crystal patrons at bay was their prior commitments with alternative cruise lines.
“Many of them, following the bankruptcy in January 2022, secured alternative arrangements for their forthcoming sailings. Throughout ’23, ’24, and even into ’25, it posed a challenge to bring them back onboard due to their other obligations,” he clarified.
Gradually, however, he shared with TMR, “the challenges have diminished from 50-mile-an-hour gusts to merely two or three miles per hour,” and 2025 is shaping up to be a “remarkable” year.
In fact, Lira mentioned, AKTG anticipates that at least 80% of Crystal Society members who can travel have now returned to Crystal.
“Since this is only our second complete operational year and achieving a net positive EBITDA was astounding for us.”
This year, he further emphasized, appears to hold immense promise as well.
Instilling Confidence in the Trade
It wasn’t solely previous cruisers that were cautious to embrace the new Crystal initially. Some travel advisors felt compelled to act due to their clients – former Crystal Society members – specifically requesting it.
AKTG was armed with three key elements – which Lira described as the “ideal trifecta” – to alleviate advisor concerns.
Firstly, the clout of the Manfredi Lefebvre name combined with AKTG’s esteemed reputation.
“They observe the financial stability and strength alongside the industry legend presiding over it all. That was the primary aspect that fostered confidence,” he remarked.
Secondly, even though it wasn’t mandatory, Lefebvre and AKTG opted to invest millions to compensate travelers who had experienced losses during the bankruptcy through the Exceptional Initiative, which awarded any guest who had lost funds with Crystal a collection of credits applicable toward a future Crystal cruise.
Lastly, AKTG revitalized the brand “to its original splendor,” reinstating over 90% of its former crew members.
“This ideal trifecta of fiscal confidence, restoring lost funds, and rejuvenating the brand to its former prestige is what truly encouraged travel advisors to come back on board,” Lira expressed.
Making Crystal Stand Apart from Other Luxury Cruise Lines
With numerous newcomers entering the luxury cruise market since Crystal’s comeback, TMR inquired Lira on how the brand distinguishes itself from its competitors.
In terms of pricing, he noted that Crystal aligns with brands like Silversea, Seabourn, Regent Seven Seas, and Explora Journeys.
“However, in terms of service quality, we are in a league of our own,” he asserted.
His favorite analogy? Crystal embodies the intersection of heritage and luxury. While its origins extend far back, the ships have been meticulously modernized, making it hard to notice their age. For instance, Crystal Symphony has undergone a 90% refurbishment, while Crystal Serenity has seen 78% refurbishment and is slated for dry dock this autumn for further upgrades to cabins and communal areas.
He likened the decision between Crystal and another cruise line to the search for a hotel in London.
“You might choose to stay at a Rosewood or Mandarin Oriental. Those hotels are stunning, brand new, and glamorous. Conversely, consider The Dorchester. The Dorchester has character, it boasts history, with an ornate style. Opting for Crystal is like selecting a hotel with legacy and prestige, reminiscent of a Ritz or Dorchester.”
Ultimately, as any astute travel advisor understands, the choice between Crystal and another brand hinges on listening to your clients.
“You can’t merely accept a client stating, ‘I wish to travel with this brand.’ You must grasp who your client is. What ignites their enthusiasm?”
Fonte: Travel Market Report
