Crystal Cruises is introducing a flexible dining option for passengers who want the freedom to eat when and with whom they want.
Open Dining by Reservation, part of a new Perfect Choice Dining concept, will be available on both Crystal ships from January 2011. A new reservation centre is opening in Los Angeles in July to take bookings from passengers who want to make dining reservations before their cruise.
Passengers can also make reservations on a day-to-day basis during the voyage, while the option of fixed dining is being retained for those who prefer it.
The change is a major development for Crystal, which some agents have previously refused to sell to luxury clients because of the fixed dining regime.
Crystal Cruises UK director of sales and marketing Andy Harmer said the change has been made in response to feedback from passengers who said they wanted more flexibility.
He said: “I’m pleased it’s not gone all open dining as it means we are giving passengers more choice. With Crystal it’s not about discounting, but enhancing the on-board product.”
Harmer said Crystal has had it’s best start to a year in the UK, with bookings for the 2011 World Cruise up about 200%. The 2011 programme is also due out this month, earlier than usual, to meet demand.
He admitted much of the demand has been created by the ‘All-Inclusive, As You Wish’ promotion, which gives couples $2,000 to spend on board on things such as excursions, spa treatments and drinks, but also attributed strong sales to growing Crystal’s reputation in the trade.
He said: “We have been working hard to raise our profile with agents by stepping up training and running roadshows and they are now actively suggesting us rather than waiting to be asked. Agents also like us because we only sell through the trade.”
Harmer confirmed the As You Wish promotion will remain for 2011 as it has worked so well, and will be available on all cruises. New for 2011, Crystal is returning to Alaska after six years, offering nine 12-night cruises from San Francisco on Crystal Symphony.