Crystal Cruises is urging agents to target existing cruise customers for ultra-luxury upgrades, saying the ‘vast majority’ of its UK bookings this year have come from ‘new-to-brand’ guests migrating from other cruise lines.
VP of UK and EMEA Sales Luke Smith told Travel Gossip that agents shouldn’t view ultra-luxury as a product only for those already travelling at the top end of the market.
Speaking during a ship visit onboard Crystal Serenity in Southampton yesterday, he said: “Over the last 10 years, there’s been a big drive towards new-to-cruise customers, and it is vital that we get people who have never experienced a cruise to experience a cruise. But I want agents to consider the evolution of a cruise customer over their life.”
He said agents should not assume today’s ultra-luxury customer started there, adding: “The Crystal customer now probably wasn’t sailing on Crystal 10, 20 years ago. They might have been sailing with more of a premium brand or more maybe family-friendly brand based on what circumstances their life was in at that time.
“We are very lucky in cruise that the mainstream cruise lines that are based out of the UK are excellent at bringing people into cruise as the entry level, mainstream mass market from package holidays onto a cruise,” he said.
Luke urged agents: “Never be afraid to recommend something like Crystal to your premium brands like your Celebrity or your Virgin Voyages, or your suites and Yacht Club customers for MSC.”
Luke also encouraged agents to sell the overall value of ultra-luxury cruising, rather than focusing solely on the headline fare, pointing out that the final cost can differ significantly once extras are taken into account on other cruise products.
“Always remember to sell the price you pay to get off an ultra-luxury cruise line, because the price you pay to get on is effectively the same price you pay to get off,” he said, highlighting inclusions such as Wi-Fi, specialty dining and champagne. “On Crystal, you’ve got an all-suite, all-butler experience.”
Luke also highlighted strong demand for Crystal Grace, the line’s new ship set to make its maiden voyage in June 2028, with maiden season sales figures ‘surpassing expectations’.
He told agents: “Look out for opportunities that will be announced in due course about travel agent shakedown cruises, fam trip opportunities and ship visit opportunities on Crystal Grace.”
Crystal entered 2026 ‘better sold than we have ever been’ and expects the 2026 season to finish ahead of target, with the 2027 season already tracking ahead of where 2026 was at the same point, he said.
He also reiterated the line’s commitment to supporting agents, with an upgraded ‘slicker and cleaner’ trade hub and plans to expand opportunities for trade partners to experience the product through ship visits and fam trip opportunities.
“We’re looking to take select groups of agents and flying them out to destinations to see the ship in port,” he said, adding that opportunities could include ports such as Bordeaux, Amsterdam and Palma over the next year.
“For me, it’s all about the trade,” Luke said. “I just want more agents, selling more Crystal, more often.”
See also: Earn a free cruise with Crystal’s ‘Sell Three, Sail Free’ incentive
