Crystal is to launch new digital features to better support its agent partners, just a couple of months after the luxury cruise line celebrated its 35th anniversary. 

The company held a ‘marketing immersion day’ for the trade, which sought to better educate advisors about the product and how to sell to their clients. 

Around 20 agents from across the UK travelled to Crystal’s London offices for the event, which included networking over canapes designed to spotlight the line’s onboard speciality restaurant, Beefbar. 

Crystal’s online trade support hub – home to its booking engine and marketing resources – was among the key factors stressed to agents as key tools by Luke Smith, vice president for trade sales for the UK and EMEA. A tutorial on how to use the portal, access its custom promotional tools and personalised campaign assets, was also part of the session. 

Crystal’s team told agents more enhancements to the digital platform were also on the way, including instant access performance reports, new social tile template designs and a landing page with request forms for group bookings. 

Agents also heard how Crystal's recent customer research had highlighted the value of the travel advisor in selling its product; 79% said that an agent had either “significant” or “some” influence on their decision to cruise. 

As for Crystal’s typical customer profile, the brand divided its core audience into three categories: “luxurists”, “escapists” and “togetherers”. 

“Luxurists” were described as a “time-poor” but “taste-rich” group, who are motivated to cruise by the promise of private excursions, Michelin-level chefs and butler service. 

“Escapists” were said to “find sanctuary in effortless luxury”, with the “ship itself being their true destination”. This category most valued Crystal's offer of intuitive service, wellness facilities and dining variety, as well as its entertainment and spacious suites. 

Meanwhile, “togetherers” were defined as guests who travelled for “reconnection” and “shared adventure”, listing group excursions, large multiple suites and family-oriented experiences as their top reasons for booking. 

Two further “growth audiences” were also identified: “discoverers”, who cruise to partake in expeditions and visit lesser-known places, and “socialisers”, who are inspired by the onboard lifestyle and opportunities to meet new people. 

Other presentations focused on Crystal’s two ships, Serenity and Symphony, to ensure agents fully understood the differences between the vessels. 

Agents were also reminded Symphony is set to undergo a three-week-long refurbishment in November, which will see the redesign of its Aquamarine and Sapphire Classic Suites on deck 10. A number of public areas, including the Atrium, Crystal Cove and the Starlite Club, will also undergo refurbishment.

The makeover comes two years after older sister ship Serenity, which was built in 2003, underwent an extensive refurbishment resulting in larger state rooms and accommodation options for solo travellers, which were revealed when the brand was relaunched by A&K Travel Group in 2023.