Crystal CEO shares the secret to unique luxury travel experiences

Crystal Cruises has rebranded into Crystal. Can you tell us the vision behind that move?

We have just celebrated our 26th anniversary as Crystal Cruises. In July 2015, we announced our expansion plan and became Crystal because we are not only about cruises any more but also yacht expedition cruises, river cruises and air cruises with private jets.

How do you avoid diluting the brand with all the expansions?

We always keep our eye on the ball – our foundation is what got us here and that is Crystal Cruises. We are very focused on Crystal Cruises, maintaining what made it the world’s most awarded luxury cruise line. But, at the end of the day, I run a very marketing-driven company and it is all about marketing the foundation – that is, simply listening to your customers.

What do you think are the preferred ways today’s wealthiest few would like to travel?

We see all these brand expansions as puzzle pieces. Depending on the clients’ number of nights away and budget, we put the puzzle pieces together to interlock all these experiences and come up with a custom holiday trip for their individual needs. The new experience is about exclusivity, customisations and options. Our research shows us that is what today’s global luxury consumers want.

What’s your strategy to cultivate and nurture your existing customer base?

We continue to listen to them first and foremost. They know that they can email me directly and when I respond, my mobile number is on there. I run the company with a very hands-on approach. They know that they can come right up to me. It really boils down to taking their input as we evaluate strategically going forward. Don’t interpret that we are able to do everything they want all the time, no. But we certainly listen with a very open set of ears.

Do you see a younger demographic of holidaygoers embracing luxury cruises?