"Incredibly rewarding”: Jordana Botting promoted to new role overseeing both Crystal and A&K

Crystal’s Jordana Botting is levelling up in luxury. 

Effective this month, the Ontario-based travel pro will lead sales development and strategic partnerships for Abercrombie & Kent, an upscale, small-group tour operator, in addition to Crystal Cruises.

Botting, who was named Crystal’s regional sales director for Canada last year, now serves as sales director for Crystal and Abercrombie & Kent Canada, PAX has learned.

The move brings together two complementary worlds. Abercrombie & Kent’s parent company, A&K Travel Group (AKTG), acquired the Crystal brand and its two ships, Crystal Serenity and Crystal Symphony, back in June 2022. 

Since then, the two sister brands have partnered up to offer high-end cruises and tailor-made land excursions globally.

“Incredibly rewarding”

Speaking to PAX about her promotion, Botting said her new role “reflects the continued growth and alignment of both brands within the Canadian market.”

“After more than 25 years working within the Canadian travel industry, it is incredibly rewarding to step into a role that brings together two globally respected luxury brands,” she said.  

READ MORE: Crystal reveals name of next ocean ship – its first new build in 25 years

In her newly-expanded position, Botting looks forward to building on the many partnerships she’s established with travel advisors, consortia and agency leaders over the past year (and throughout her career).

She also looks forward to supporting “the continued expansion of the luxury travel sector within Canada.”

“What I am looking forward to most is helping advisors unlock new opportunities for their clients,” Botting said. “Today’s luxury traveller is looking for more than just a vacation. They are looking for meaningful experiences, deeper cultural connections, and seamless service throughout the entire journey.”

“Being able to support advisors across both Crystal and Abercrombie & Kent creates a very exciting opportunity to deliver exactly that.

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

A “large focus” will be supporting advisors with sales strategy, training, business development, while identifying opportunities to further grow the luxury travel sector across the country, she said.

The role also allows for a more integrated approach between ocean cruising, expedition travel, and luxury land experiences, “which is increasingly important as traveller expectations continue to evolve,” Botting said.

“True luxury is not about excess”

What stands out most at Crystal and Abercrombie & Kent, Botting added, is the “shared philosophy” behind both brands.  

“There is a strong focus on personalization, exceptional service, and creating experiences that feel thoughtful and effortless for the guest,” she said.  

“Both brands understand that true luxury is not about excess. It is about how a guest feels throughout their journey. Whether that is onboard a Crystal ship or on an Abercrombie & Kent experience halfway around the world, there is a consistent commitment to quality, detail, and anticipating guests’ needs before they even ask.”

The connection between Crystal and Abercrombie & Kent also feels “very natural” because the guest mindset is already aligned, Botting said.

“Both brands attract travellers who value service, immersive experiences, and a high level of personalization,” she said. “Together, they create a much broader luxury ecosystem for advisors and clients.”

“A guest who enjoys ultra-luxury cruising is often equally interested in curated land journeys, expedition experiences, private touring, and deeper destination immersion.”

“The ability to offer both under one umbrella creates tremendous opportunity.”

Continued growth in Canada

Matias Lira, senior vice president, trade sales – Americas for AKTG, said that Canada “continues to be an important and growing market for both Crystal Cruises and Abercrombie & Kent.”

“This expanded role reflects our long-term investment in strengthening our presence and partnerships across the country,” Lira told PAX.

“Jordana has built strong relationships throughout the Canadian travel advisor community and consistently demonstrated her ability to drive growth, develop strategic partnerships, and represent both brands with authenticity and passion.”

“Bringing Crystal Cruises and Abercrombie & Kent together under her leadership in Canada creates a tremendous opportunity to further support advisors and continue expanding our luxury footprint within the market.”

Jordana Botting can be reached at jbotting@crystalcruises.com.

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