Crystal is planning to introduce more flexible commercial terms for agents following the appointment of Luke Smith as Vice President of Sales for the UK and EMEA.
Luke said he was looking at introducing a similar structure to the one offered at Carnival, where he was Director of International Sales until May this year.
“Not all agents want the same thing, so we shouldn’t have a one-size-fits-all strategy,” Luke told Travel Gossip. “Some agents want overrides, some bonus commission, some special solo deals.
“We will be listening to our agent partners to see what they need.”
The introduction of more flexible terms is part of Luke’s efforts to make Crystal ‘the most trade-friendly ultra-luxury cruise line’.
“A good majority of our sales come through the trade,” he said, adding: “Agents are absolutely vital to what we want to achieve.”
Crystal is also overhauling its trade website – introducing a new chatbot to talk agents through the booking options, and also customisable marketing content – and it is launching its first trade-wide booking incentive next month, with an experience-based reward.
On 10 September, the cruise line will host an ‘immersion day’ at its headquarters for the marketing teams of its key agent partners, giving them a ‘deep dive’ into Crystal, and it plans to invite ‘new-to-brand’ agents to meetings to find out how it can become ‘easier to do business with’.
In addition, Luke is planning to invite 20% more agents on a combination of ship visits and fam trips next year, boosting the overall number to around 420, and it is continuing to offer agents personal rates from £120 per person per night, so they can experience Crystal for themselves.
The two-ship fleet was acquired in 2022 by A&K Travel Group following the collapse of Crystal’s previous owner. Both ships have been almost completely overhauled under A&K’s ownership, with the few remaining suites due to be upgraded next year.
The first of two new ships on order will join the fleet in May 2028, with the name and initial itineraries due to be released within the next couple of months.
In the meantime, Crystal has added around 600 land-based experiences, such as safaris, from the Abercrombie & Kent portfolio to its programme.
