TORONTO — Just when the industry thought Crystal Cruises was gone forever, along came A&K Travel Group to save the day.
When AKTG announced its purchase not just of two former Crystal Cruises vessels, but the company too, back in summer 2022, the acquisition was a bright spot for both the beloved luxury cruise line, and an industry finally emerging from the pandemic.
Crystal had enjoyed a steady rise through the ranks of upscale cruising since the late 1980s. Travel advisors loved the agent-friendly cruise line, and so did travellers. Starting in 2015, however, rapid expansion under then-new owners Genting Hong Kong – including a foray into river cruising – proved too much, too soon when coupled with the unexpected halt in cruise travel due to the pandemic. First came Genting’s bankruptcy filings in January 2021, and just over a year later, the two ocean-going ships, plus an expedition ship, were seized.
Was that the end of Crystal? Not by a long shot. The story took another twist when Crystal Symphony and Crystal Serenity were snapped up at auction. The identity of the ‘mystery buyer’ was soon revealed to be AKTG, and there were plenty of cheers. Travel agents already familiar with Abercrombie & Kent’s high-end tours in just about every corner of the world, not to mention its private jet journeys and bespoke travel options, knew AKTG would do right by the Crystal brand.
Both Crystal Serenity and Crystal Symphony returned to sailing this past summer, relaunched under a reimagined name and vision, ‘Crystal – Exceptional at Sea’, courtesy of AKTG.
Travelweek connected with Marett Taylor, Chief Sales Officer at A&K Travel Group, to find out more about Crystal’s return, plus what’s trending for Abercrombie & Kent, and why travel advisors are so important for AKTG.
Marett Taylor (photo courtesy of A&K)
“The Crystal team, consisting of some of the most experienced professionals in the industry, achieved an incredible feat – completing a US$150 million refurbishment of two ships and relaunching a cruise line in just over a year,” Taylor told Travelweek.
The process included designing and executing worldwide sailing itineraries and simultaneously launching a new website and reservation system, she added.
Taylor said she can personally attest to Crystal’s onboard experience under its new ownership. And that’s saying something, considering she’s already travelled extensively with Abercrombie & Kent.
“I’ve never encountered a more hospitable and genuine team than the Crystal team onboard. Despite having travelled with A&K for most of my adult life and experienced some of the world’s top hotels and impeccable service, the Crystal team surpassed every service, comfort, cuisine, and personal greeting expectation I had. They seemed to know the cappuccino I wanted each morning before I was fully awake and remembered my name and drink of choice when I entered any of the evening venues. The best surprise of all was that my suite’s butler had my room organized seemingly before I had even contemplated opening my bags,” said Taylor.
The best news, shared by Taylor in the interview? AKTG is planning on adding four more ships to the Crystal fleet – “two ocean going and two expedition” – within the next five years.
Taylor and the AKTG team want to help travel advisors to close the sale on Crystal bookings, and that includes adding resources to its sales team.
In recent weeks AKTG added several new hires to its trade sales teams, including Glen Rothe as VP, Trade Sales, Crystal, based out of Crystal’s Aventura, FL office. Rothe will be responsible for managing trade relationships and sales for Crystal, and he’ll be recruiting four new sales directors for North America and multiple inside account executive roles to enhance Crystal’s support for U.S. and Canada trade partners.
Also of interest for the Canadian trade, Jacqueline Leyva has also joined Crystal’s Aventura, FL office as VP, Trade Reservations, Air, & Turnaround Operations.
Taylor says AKTG recognizes the invaluable role that travel advisors play in shaping the future of luxury travel. “While we have enjoyed a longstanding relationship with travel advisors over the decades, we are investing in additional sales directors and other training resources to support them as they grow their businesses with us,” she said.
When asked about travel advisors’ strengths in selling luxury travel, Taylor had no problem coming up with point after point. “Travel advisors are the epitome of excellence in their field, offering an unparalleled combination of expertise, personalization, insider access, and efficiency,” she said. “They bring a wealth of knowledge and firsthand experience, delivering invaluable guidance, particularly in the intricate realm of luxury travel. Their knack for tailoring experiences to match individual traveller preferences ensures that every journey is an exclusive reflection of the client’s desires.”
Crystal Serenity and Crystal Symphony
For more from this story, including the importance of the Canadian market for AKTG, and what’s trending for Abercrombie & Kent, check out the Nov. 2, 2023 issue of Travelweek here. And click here for a firsthand account of a recent sailing onboard Crystal Serenity.
