Crystal Cruises has hired Matias Lira as senior vice-president of global sales and guest services.
The line’s president Jack Anderson described Lira, who will be based in Miami, as a “luxury cruise industry leader”.
Previously, Lira spent more than eight years at Silversea Cruises having left Norwegian Cruise Line in 2014.
Anderson said Lira possesses “expertise in developing relationships in global sales channels”, including trade, charters, meeting and incentive groups.
“He appreciates the incredible value of travel advisors and will build strong relationships, working with reservations and sales support to keep the focus on guest satisfaction,” added Anderson.
Lira outlined how he aimed to “bring back the personalised service” that helped Crystal Cruises under its former ownership.
A&K Travel Group, owned by Geoffrey Kent and Heritage Group, confirmed the acquisition of two Crystal Cruises ocean vessels and the Crystal Cruises brand earlier this year.
Lira (pictured) said: “I have long admired the innovative leadership and vision of Geoffrey Kent and Manfredi Lefebvre.
“Under their ownership, Crystal Cruises is beginning a new and very exciting chapter.
“I am personally committed to rebuilding the travel partner relationships that made Crystal an industry leader and a favourite of guests and travel advisors alike with best in industry support.”