Crystal’s vice president of UK and EMEA sales, Luke Smith, has advised travel agents to focus on the overall value of ultra-luxury cruising rather than the headline fare when selling to clients

Speaking to Cruise Trade News during a visit aboard Crystal Serenity in Southampton on Tuesday (7 July), Smith said agents looking to grow sales in the sector should prioritise product knowledge and target existing cruise customers whose holiday preferences may be evolving.

“My advice for agents looking to break into the ultra-luxury cruise market is to learn about the products. We all invest in training and education so much, and you do need to understand the nuances between the likes of Crystal, Seabourn, Silversea and Regent Seven Seas.”

Smith encouraged agents not to overlook loyal customers who have traditionally sailed with premium or contemporary brands.

“Beyond that, don’t discount your existing cruise customers. Yes, they might have chosen Celebrity or another mainstream cruise line for the last five years, but maybe it’s time for them to try something new. Maybe they’ve got a big birthday, a special anniversary, or whatever it may be. I find it helpful to think about how guests evolve through their journey as cruisers.

“The new-to-cruise piece has become huge, and that needs to happen, but I’m starting to feel that mainstream cruise lines are best placed to offer cruising as an alternative to land-based resort holidays. Then later, when circumstances have changed, the same guests might move on to Crystal. I see families who travelled with more mainstream brands 20 years ago sailing with Crystal with their adult children now that they’re in a different place in their lives.”

Smith said demonstrating the value of an all-inclusive fare is one of the most effective ways to convert experienced cruisers to the ultra-luxury market.

“It’s not the price you pay to get on with ultra-luxury cruise lines; it’s the price you pay to get off. With the Cunard Grills Suites experience, or any other similar products, what guests pay to get off once they account for the gratuities, Wi-Fi, drinks and everything else, would be comparable.”

Looking ahead, Smith said Crystal will continue investing in its trade relationships over the next year through year-end awards, top-seller dinners, incentive trips and a monthly webinar series.

He also highlighted opportunities for agents to experience the brand ahead of the launch of Crystal Grace in 2028, including shakedown sailings and ship visits. The vessel will be Crystal’s first new oceangoing ship in 25 years and will debut in the Mediterranean.