Since joining Crystal Cruises last year from Azamara Club Cruises, Edie Rodriguez has been on a mission to meet as many agents and passengers as possible – and order new ships. Hollie-Rae Merrick reports
Seven ships for seven continents. That is the aim of Crystal Cruises president Edie Rodriguez, who declared her ambition to boost both passenger numbers and tonnage when she joined the company last October.
The line currently has just two mid-sized ships – Crystal Symphony and Crystal Serenity – and while Rodriguez claims the 24-year-old brand is going from strength to strength, she also believes it is ready to grow.
New ships
While admitting she didn’t want to “come in like a bull in a china shop, changing things for the sake of it”, she insists new ships are a must and that it’s a case of “when, not if”.
Rodriguez expects to make an announcement later this year on extra capacity and expanding the line.
She claims that if she’d had her way, the line would already be revealing plans for new ships.
“Speedy Edie would have got the ball rolling by now,” she jokes.
“But I hope by the end of this year we can make some exciting announcements. Next year is our 25th anniversary; there is a lot of equity in the brand and we have to harness that and build additional tonnage.
“That is my goal – to grow the brand through more tonnage so our brand partners around the world have more ships to offer.
“My vision is to have seven ships for seven continents. The more ships we get the more itineraries we are able to offer and the more options for agents to sell.”
Trade sales
Crystal Cruises reports a 60% growth in UK passenger numbers since 2012, which the line attributes to
its relationship with
the trade and the economic recovery.
The line pays a base commission rate of 10%. As a former travel agent, Rodriguez believes selling through agents is pivotal and says the line only offers a direct booking option because clients like to have the choice.
Speaking at a trade event in London, she said: “If I had it my way, 100% of our bookings would be made through a travel agent.
“Why wouldn’t you want an expert to help your customer ensure they make the perfect holiday choice?
“We are already in the high 90s for the percentage booked through the trade and we must be the highest of all the cruise lines. I’m proud of that.”
She encouraged agents to ensure they complete the training on offer by cruise lines, adding that the extra knowledge helped agents meet the changing needs of more-demanding customers.
“Agents have to be willing to do the homework and to invest in themselves for the benefit of their own career growth – and a lot of agents do excel,” she says.
Keep evolving
As well as wanting new ships, the new Crystal boss is keen to keep the line evolving to ensure it meets the needs of the changing consumer.
Rodriguez believes the line is attracting a younger cruiser, with its average age in the summer being 45 years old – partially due to the fact it has family facilities and can carry up to 100 children during summer sailings. But she also attributes that to new dining options, high-energy shore excursions, creative itineraries and more overnight stops in destinations such as Ibiza.