“Our evolution has only just begun” says confident Crystal boss

“There are more new passengers than there are new berths,” says Levebvre with confidence, adding, “shipyards are taking one-third longer to go from order to delivery.”

Asked if the announcement of the new tonnage spells the end of the road for the 30-year-old Crystal Symphony, he said emphatically, “we’ll be keeping her for a long time, as so many guests absolutely love the ship’s special ambiance.”

The new vessels will feature culinary options such as Umi Uma, created by legendary Master Chef Nobu Matsuhisa. There will be an exclusive collaboration with global restaurant legend Beefbar, the brainchild of Riccardo Giraudi, as well as culinary concepts from world-renowned chefs Massimiliano and Raffaele Alajmo.

In an exclusive alliance with Monte-Carlo Societe des Bains de Mer (SBM), the first-ever Casino de Monte-Carlo at sea was inaugurated during the recent Chairman’s Cruise. The upmarket casino has also opened on Crystal Serenity and will be an entertainment option on the three new-builds.

Sales support 

Under the previous ownership, Crystal worked with a GSA in the UK; now the company is creating a countrywide sales infrastructure with multiple new hires. This dynamic team is overseen by Matias Lira, SVP trade sales LATAM, UK & EMEA and another senior appointment is imminent, the line says.

Crystal’s business from the UK currently accounts for 7% of overall sales. “We expect this to grow with the newly implemented positions in the UK,” Levebvre says. Regional sales managers, inside sales executives, and sales and marketing coordinators have all built up as a show of support and respect for the role the trade plays in distribution. 

“More importantly, a UK-based reservations staff is key to the support and confidence we aim to provide with this personalised service. We are in the final stages of creating a new B2B portal that will allow travel advisors to access bookings and marketing resources,” he adds.

Underscoring the new focus on sales, Crystal has recently signed commercial deals with The Travel Network Group, Hays Travel, and Barrhead Travel.

For Lefebvre, preserving price integrity is paramount. “Regardless of what our competitors do, Crystal will maintain their unique concept. Commercial pressures can lead to downgrading of the product; we will not take that route,” he says.

When asked about the impact of the strategic partnership with Geoffrey Kent, founder, chairman, and chief executive officer of the luxury travel company, Lefebvre says: “Crystal turns 35 next year, and Abercrombie & Kent will be 60. This makes a powerful travel industry legacy. We recently announced many pre-, post-, and mid-voyage land experiences conceived by A&K on select itineraries in the Mediterranean, Asia, and Africa. I am convinced this will entice A&K customers to try a luxury holiday at sea, combined with a supreme land experience for the first time. Mark my words, our evolution has only just begun.”