Jack Anderson, president of Crystal Cruises, said Lira is a "luxury cruise industry leader" with "expertise in developing relationships" in global sales channels including trade, charters, and meeting and incentive groups.
"He appreciates the incredible value of travel advisors and will build strong relationships, working with reservations and sales support to keep the focus on guest satisfaction," he added.
Lira said he has "long admired" the "innovative" leadership of Crystal owners Geoffrey Kent and Manfredi Lefebvre.
"Under their ownership, Crystal Cruises is beginning a new and very exciting chapter," he added. "I am personally committed to rebuilding the travel partner relationships that made Crystal an industry leader and a favorite of guests and travel advisors alike with best in industry support."
