Crystal Cruises has recorded its best-ever booking weeks in the UK since launching its “Take a fresh look at Crystal” agent campaign in August.
UK sales and marketing director Andy Harmer said many 2010 sailings are selling out with bookings from Britain, already the cruiseline’s biggest international market, showing more growth than other countries.
He said: “Agents who specialise in luxury land-based holidays, and have never sold cruises, have started to sell Crystal, and we are also seeing more sales from cruise retailers. Bookings in the past two quarters have been strong.”
Harmer, who joined Crystal in July, attributed the growth to the campaign, which he launched after a survey showed agents knew very little about Crystal.
He said: “Crystal doesn’t do any direct business. It only sells through the trade. The survey made it clear we had to go back to basics and really focus on agents.”
Initiatives have included roadshows, which are to be repeated in September 2010, the launch of a dedicated agents’ website and the relaunch of the ‘Sell 3 sail free’ incentive, offering agents a free cruise if they sell three Crystal cruises.
Harmer said: “We are communicating weekly with agents and in February we will be launching an online training course that will focus on destinations but also what makes Crystal different.
“There will be a focus on dining because we have the restaurant by Nobuyuki ‘Nobu’ Matsuhisa and also a focus on the shows and how the cruise entertainment programme is put together. There are some great nuggets of information that agents can use to inform their customers.”
Harmer confirmed Crystal’s ‘As you wish’ incentive, which gives couples $2,000 on-board credit to spend on what they choose, is continuing indefinitely for now.
He said: “It is a great selling point for agents and makes Crystal the most inclusive cruiseline as the money can be spent on anything, from drinks to excursions, and personal training to spa treatments.”
Crystal includes soft drinks and water in the cruise price, but alcohol costs extra, as do gratuities unless passengers book a flight-inclusive package.
Crystal add more short voyages
Crystal Cruises is looking to attract time-poor luxury clients with by offering more seven-night voyages in Europe next summer.
The cruiseline has six-week-long itineraries between May and November, three each on Crystal Serenity and Crystal Symphony.
Prices start from £2,145 per person for a seven-night cruise from Athens to Venice on Crystal Serenity departing May 18 including flights, transfers and $2,000 per couple on-board credit.