Crystal reports surge in new-to-brand customers as relaunch gathers pace

Crystal has revealed that nearly half (48%) of its guests were new-to-brand in 2025.

The line reported a 67% year-on-year increase in UK bookings last year as it marked its second full year of operations since relaunching in 2023 when the company was acquired by Abercrombie & Kent Travel Group (AKTG).

Looking ahead, Crystal claimed it is on track to exceed 90% capacity across its two-ship fleet in 2026.

Limited availability remains on select Mediterranean sailings in August and September onboard Crystal Serenity, while Caribbean voyages in November have capacity on both Crystal Serenity and Crystal Symphony.

Speaking at AKTG’s 100 Club conference in Chicago, the group’s senior vice-president of trade sales for the Americas, Matias Lira, attributed growth to a shift in demand.

He said: “Bookings in 2023 and 2024 were driven by Crystal Society members chomping at the bit to get back on board, but last year our marketing team’s efforts to get a younger demographic of new-to-brand guests on board really worked.”

Crystal also reported a repeat booking rate of 70%.

The line’s upcoming new-build vessel Crystal Grace is scheduled to begin its inaugural season on June 11, 2028. A waitlist booking period opened on April 16, with sales set to launch on April 28.

According to Lira, the ship’s transatlantic crossing has proven the most popular voyage, while many guests are also opting to combine four to five itineraries.

Lira added: “We’re the only cruise line that sells our transatlantic sailings at peak pricing because the ship is the destination. Many guests are choosing to combine itineraries for Crystal Grace because they want to be onboard for both the inaugural sailing and the christening.”

Agents will have access to new sales resources, including a Crystal Grace brochure and dedicated advisor guide that will launch in the coming weeks.

Elsewhere, Crystal highlighted strong demand for its global voyages, with the 2027 world cruise onboard Crystal Serenity described as its “most successful to date”.

The launch of Crystal’s expedition voyages in partnership with sister brand Abercrombie & Kent has further opened up new markets.

Lira said: “It’s a wonderful opportunity as we’ve seen some interest from A&K guests that might have been reluctant to get on a larger ship because they prefer small-group experiences, but our inaugural voyage in 2026 sold out within a week.”

There will be 10 A&K and Crystal voyages taking place in 2027.

Lira hinted at further expanding the line’s expedition offering.

He said: “Expedition cruising is my personal favourite type of travel and while we were unsuccessful in purchasing the famed Crystal Endeavour, which is now named Silver Endeavour, we did purchase the plans so we might have that up our sleeves in the future.”

Crystal has finalised plans for an additional two ships, which will follow the launch of Crystal Grace.