By
Rebecca Barnes |
For many cruise passengers, access to off-the-beaten-track destinations and marquee ports is paramount, and it’s all about being in the right place at the right time, says Matias Lira, Crystal Cruises’ senior vice president of trade sales for the Americas, UK and EMEA. That’s why the luxury line is planning a fleet expansion – it has two newbuilds on the horizon – and why it has carried out multimillion-dollar refurbishments on its two existing flagships, Crystal Serenity and Crystal Symphony.
“Crystal guests have long been asking for new ocean-going vessels but it wasn’t a priority for Crystal’s former owners, as they were focused on other expansions such as river, yacht, expedition and air,” says Lira. “We are firm believers that the brand must be paired with more ships as guests want to cruise with us time and time again, but we may not always have a ship in the destination or time frame in which they are looking to sail.”
The brand secured financing for the new vessels in 2025 and the first is set to join the fleet in the second quarter of 2028. According to Lira, the ships will lead the market in terms of efficiency. Systems have been designed with the most advanced technologies and a high focus on reducing consumption. The hull form, propellers and bulbous twisted rudders have been designed for the highest efficiency and low propagation of noise in water, while the hull will be coated with ultra-low-friction paint. The air conditioning system will use multi-stage HVAC compressors with variable frequency drivers, fan coils and frequency drive control, and the vessels will also be equipped with shore power connectivity.
Crystal Cruises invests heavily in creating unique and intimate fine dining experiences for guests
While plans for the newbuilds are progressing well, it has not all been smooth sailing for Crystal since it was acquired by A&K Travel Group in 2022. Lira reveals that at one point, the brand was struggling to get ahead of the curve considering the record-breaking speed to market – just 13 months from purchase, to reconstruction, to sailing. “Now we are actively selling itineraries on both ships through 2027, and recently launched our 2028 world cruise, plus our itineraries have been significantly enhanced,” he says. “We can expect one more round of itinerary releases within 2025, and more exciting news to come on how we can expand our reach in 2028.”
Crystal prioritised destination immersion when designing these itineraries to ensure they satisfy its discerning guests. “Guests appreciate longer stays in port with overnight or late-night departures which allow them to fully experience the destination,” says Lira. “We are continuing to add new ports to destinations that our guests are asking for. We’re also constantly looking at ways in which we can enhance our itineraries and offer travellers unparalleled opportunities for exploration and cultural immersion, both at sea and on land.”
Providing agency partners with more dedicated support when marketing and selling these itineraries has been a main focus for Crystal of late. “Empowerment of advisors through our trade portal enhancements has been a huge success,” says Lira. “We continue to add features that allow advisors to self-service and quicken the response rates and connection with their clients.”
Alongside developing new itineraries, Crystal is continuing to improve its onboard food and beverage offering and refining the intimate, five-star environment and high level of customer service it offers to guests. From summer 2025, for example, guests will be able to sample another world-class dining experience, following the debut of a new menu in Italian restaurant Osteria d’Ovidio. Crafted by famed Italian chef Massimiliano Alajmo and restaurateur Raffaele Alajmo, the menu has been designed to celebrate the finest flavours of Italy.
“Guests can indulge in a multi-sensory journey through three distinct sections or choose to embark on their own adventure, selecting dishes à la carte from the three tasting menus,” says Lira. “This new menu reaffirms our commitment to world-class gastronomy, complementing our distinguished dining portfolio, which includes the only Nobu at sea, Umi Uma, and Beefbar by Riccardo Giraud.”
Discover more insights like this in the Autumn/Winter 2025 issue of Cruise & Ferry Review. Don’t miss out – subscribe for FREE and get the next issue delivered straight to your inbox.