It may only be a couple of years since the industry heard the news that cruise veteran Lefebvre was rescuing the Crystal brand but in a major sign of confidence, the company has already announced an order for three classic 61,800-GT new-builds to be delivered in 2028, 2030, and 2032.
These ocean ships will incorporate advanced energy efficiency technologies, significantly reducing their environmental footprint.
Proposals for two 220-passenger (approx) expedition vessels announced last year are still in place and the line currently has two classic ships in service.
“Our three new ocean ships will have the highest passenger-to-space ratio in the cruise industry,” was Lefebvre’s proud boast. “We are growing the company again. This will be an evolution of the brand, not a radical change. The 690-guest all-suite ships will have similar capacity to our two existing vessels: Crystal Serenity (740 guests) and Crystal Symphony (606 guests).”
Lefebvre also revealed that the ships will be conceived by GEM Cruise Ship Design and Tillberg Design of Sweden, working in partnership with Adriana Granato of Studio Ibsen, Milan.
Italian shipbuilder Fincantieri will build them. All accommodations will have private verandas, including a single occupancy category. A promenade deck will extend around the ship’s perimeter, similar to the two existing vessels.
“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.”
