AKTG enhances trade sales leadership with senior appointments

Abercrombie & Kent Travel Group (AKTG) has reinforced its trade sales leadership across the Americas by broadening the responsibilities of Matias Lira and Shawn Johnson, both of whom now report to newly named chief sales officer – trade, Debra Fox.

Fox assumes global responsibility for all trade sales across AKTG's flagship brands, including Abercrombie & Kent, Crystal, A&K Sanctuary, Cox & Kings, and Ecoventura, and reports to CEO Cristina Levis.

Lira will remain senior vice president of trade sales, Americas at Abercrombie & Kent Travel Group, while expanding his oversight to include field trade sales across all AKTG brands—such as Abercrombie & Kent, Crystal, and A&K Sanctuary—along with business development and MICE sales.

In his enhanced position, Johnson will build on his prior role as senior vice president of national accounts, trade loyalty and events, Americas, by extending his leadership to oversee trade loyalty and events across the full AKTG brand portfolio.

READ MORE: “Exceptional at Sea”: Botting & Lira unpack Crystal’s "advisors first" strategy & Canada comeback

He will work with Lira to ensure a seamless transition for the A&K field and inside sales teams.

The role also enables development of a new trade loyalty program and further elevates AKTG's trade events to deepen advisor engagement and drive long-term value.

"This structure allows us to deliver even more focused support to our trade partners than ever before," said Fox in a statement. “We are elevating our already best-in-class trade sales organization through a strengthened structure and the joint leadership of Matias and Shawn, whose deep advisor expertise and clear focus on unlocking new sales opportunities will drive even greater value for our partners.”

Abercrombie & Kent continues its momentum with new DMCs in key markets and product launches including new A&K Sanctuary properties such as Gorilla Forest Lodge in Uganda, Pure Amazon riverboat in Peru, and Baines' Lodge in Botswana. The recent brand refresh has driven increased advisor engagement and client demand.

Crystal, meanwhile, continues its relaunch with two vessels currently operational, Crystal Serenity and Crystal Symphony, following extensive multi-million-dollar refurbishments.

Crystal Grace, the brand's first new ocean ship in 25 years, is also scheduled for delivery in May 2028.

Additionally, the company has secured financing for the refurbishment of two additional ships.

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