Crystal has set an ambitious target to train 1,000 agents this year after signing up to Agent Intelligence, an innovative AI-powered platform that delivers interactive learning.
The line’s Vice President of Trade Sales for UK and EMEA Luke Smith described training as ‘vital’ for travel agents selling cruises, adding that detailed product knowledge, especially in the ultra-luxury sector, can make the difference between losing a booking and converting a high-value inquiry.
“With luxury, we talk about high-net-worth clients, but there are also passengers out there who have had a change in circumstances, such as retirement, inheritance, big birthdays or anniversaries, and they want that special, once-in-a-lifetime trip,” he said.
“We can’t just expect agents to know it all – giving them the tools is hugely important. I want to grow our share within the UK trade. It’s unfair to set agents targets to sell more for us if they don’t know all the details.
“It’s important for a brand to showcase what makes you different, and when you rely on agents, you need to promote it to them in the right way.
“The awareness is still important for larger market-leading brands, but when you have an emerging and growing product, it’s a necessity.”
Crystal is the first cruise line to sign up for Agent Intelligence.
Agents who complete the first five training modules on Agent Intelligence before 31 March 2026 will be entered into a draw to win a £250 retail voucher and a Crystal goody bag which includes Champagne and Ortigia luxury toiletries. Five runners-up will also receive a goody bag.
Luke, who joined Crystal from Carnival last year, is confident that better training will help agents increase their conversion rates, particularly those new to luxury cruising.
“For those who are new to the sector or new to our brand, whether homeworkers or retail, having the knowledge to sell an ultra-luxury holiday with a company like us will make a big difference. It could be the difference between losing a booking to converting a £50k holiday, which could be their cruise target for the month,” he said.
Crystal’s Agent Intelligence training programme will also focus on the uniqueness of the cruise line, including its ‘amazing food and partnerships’, added Luke. “Agents don’t always know about these, and it’s these sorts of stories that can bring a brand to life through training.”
With Crystal introducing its first new ship in 25 years, Crystal Grace, in May 2028, training is equally as important for established cruise agents as it is for newbies, he added.
Why Agent Intelligence?
Agent Intelligence uses AI to make agent training more interactive, practical and useful at the point of sale. Unlike traditional training programmes, it combines structured learning modules with interactive quizzes, roleplay scenarios and real-time sales and marketing support via Interactive Guru.
“What really impressed me about Travel Gossip’s Agent Intelligence was the coaching and role-play features,” added Luke. “We are growing the team currently, so to have this resource is great for us. It also gives agents the platform to ask a question, no matter how silly it may seem, that they might otherwise be scared to ask.”
Luke sees the investment in AI-powered training as future-proofing the cruise line. “We are living in a world where AI is evolving and everything is becoming more AI-friendly. Having this platform as a cruise line means we won’t need to worry in the next two to three years. The more information we feed it, the better it becomes and the better it will inform agents.”
More than 2,100 UK travel agents have signed up to Agent Intelligence, which currently has six live courses.
Travel Gossip Head of Insight, Training and Development Laura Clark said: “Agents tell us they value how interactive and practical the platform is, while suppliers are seeing real, tangible benefits from better product understanding, stronger engagement and fewer errors. That combination is exactly what Agent Intelligence was built to deliver.”
Alongside Agent Intelligence, Crystal will run a ship visit programme this year alongside fam trips, face-to-face training and a webinar series. The line is also recruiting a Business Development Specialist whose remit will include managing the platform and training and supporting agents, particularly those new to the brand.
