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

Crystal is back in the game. In fact, it’s been back for nearly three years now.

Not long after the insolvency of its previous owner, Genting Hong Kong, which led to the high-profile arrest of two ships over unpaid bills in February 2022 at the height of the COVID crisis, Crystal announced its triumphant return that same year, in June, after it was purchased by A&K Travel Group, a respected travel company co-owned by Geoffrey Kent and the Heritage Group, chaired by Monegasque businessman Manfredi Lefebvre d'Ovidio, the former owner of Silversea Cruises (which was founded by his father).

With an experienced team at the helm, Crystal, as a new company, returned to the high seas in 2023 under a reimagined name and vision: “Crystal – Exceptional at Sea,” breathing new life into the award-winning company.

The cruise line’s new era comes with revamped websites, branding, trade incentives and, most significantly, two newly-refurbished ships – the long-standing Crystal Serenity and Crystal Symphony, which have been enhanced with larger suites, world-class specialty dining and wellness experiences, and modern amenities, like pickleball courts.

The two glamourous vessels sail to some of the most sought-after destinations around the globe, from seven-night voyages to an eye-popping 139-night world cruise that visits 29 countries. 

But what makes Crystal’s comeback all the more relevant and real (at least among Canadian travel advisors) is the company’s return to Canada with the recent hiring of Jordana Botting, a cruise industry authority, who joined in January as regional sales director for Canada.

The former director of national accounts at Viking now oversees Crystal’s partnerships with Canadian advisors, collaborating with the trade to expand their high-net-worth business through training, marketing strategies and participation at events.

“I was drawn to this role at Crystal because of the company's outstanding reputation,” Botting told PAX previously. “Crystal consistently delivers exceptional service, world-class dining, and transformative experiences both aboard and onshore.”

Putting advisors first

The spirit of that promise sprung to life on Monday (March 10) at waterfront Isabell Restaurant, inside the luxurious The Pearle Hotel & Spa in Burlington, ON, where Botting and her Miami-based colleague, Matias Lira, Crystal’s senior vice-president of trade sales, hosted an esteemed group of cruise specialists to make connections and share updates.

READ MORE: Jordana Botting joins Crystal as regional sales director for Canada

The gathering signaled a much-anticipated return to offering on-the-ground support for travel pros in Canada, which is key to Crystal’s comeback.

Speaking to PAX at the event, Lira said Crystal’s culture, from the top down, is all about putting advisors first.

“We know that in the field, and on the ground, it's the advisors that are putting our name out there to their clients, so we have to return that kind of support,” Lira said.

That’s why, over the past five months, Crystal has expanded all of its sales territories, including Canada, which Botting will oversee, and grow, with the help of a dedicated business development specialist.

The expansion comes as Canada emerges as one of the fastest-growing cruise markets – at least that’s how Crystal sees it.  

“Canadians love to cruise…there's a lot of cold months that people are trying to get away from,” Lira said. “It’s important for us to have representation here so we can prioritize those key relationships with advisors. We want Crystal to be at the forefront.”

Unpacking the “new” Crystal

So what, exactly, stands out about “the new Crystal”?

Lira reviewed the many enhancements that have been made to its two ships, Crystal Serenity and Crystal Symphony, noting that the brand also stays true to the things “Crystalites” – Crystal’s passionate fan base – know and love.

“It’s a new Crystal with reference to ownership,” Lira explained. “But it's an enhanced Crystal with reference to what people knew in the past. It was always the highest-acclaimed brand, the most-awarded brand, but we've enhanced the product offering, making it an overall better experience.”

Case in point: Crystal’s specialty dining, which leans into some strategic (and prestigious) partnerships.

There’s Umi Uma (the only Nobu at sea), plating fresh sushi, sashimi and Peruvian-style dishes, created by Master Chef Nobuyuki (Nobu) Matsuhisa (alongside partner, actor Robert De Niro); Monte Carlo-based Beefbar by Riccardo Giraudi, serving up prime cuts, from Australian Wagyu to Japanese Kobe beef; and a new collaboration with Chef Massimiliano Alajmo (the youngest chef ever to be awarded three Michelin stars) and his brother, restaurateur Raffaele, who bring their expertise to Crystal’s Osteria d’Ovidio, fine Italian dining.

This is where Lira highlights the value of a Crystal cruise, which is mostly all-inclusive (the things that aren’t included are the spa, casino, gift shop, excursions and air).

READ MORE: On Location: “She’s been reborn”: PAX unpacks Crystal Symphony’s extreme makeover

An average meal at any high-end Nobu restaurant can cost anywhere between $135 to $300 (USD) per person, but at Crystal’s Umi Uma, there’s no additional fee.   

“You can have the entire menu, should you choose,” Lira told agents. “Order as many sushi, sashimi, and hot plates that you can experience and try.”

Should a guest want to dine a second time at Umi Uma, and if their cruise is less than 11 days, it's only $50 per person.

Beefbar isn’t widely known in North America, despite having 47 locations across South America, Europe, Asia and Australia, but it’s gaining steam. A restaurant just opened in New York City’s Tribeca neighbourhood, for example.

Contrary to its name, the menu isn’t just beef – it’s 50 per cent meat, 25 per cent pescatarian, and 25 per cent vegetarian and vegan.

And like Umi Uma, Beefbar is included in the fare, with no caps on complimentary visits.

A single dinner for two at Beefbar has a value of about $650 (USD), said Lira, who knows this personally after recently dining at the Tribeca location, where the least expensive bottle of wine was $180 (USD), and a steak (split between two people), four appetizers, two sides and one dessert, with wine, cost around $640 (USD).

“With dinners at Umi Uma and Beefbar alone, you’re getting more than 10 per cent of the cruise fare paid for. It’s all about value,” he said.

Osteria d’Ovidio, meanwhile, replaces Prego, Crystal’s former Italian restaurant. Prego might have been a fan favourite, but Crystal’s Italian Chairman, Manfredi Lefebvre d'Ovidio, felt it wasn’t Italian enough.

And so, Osteria d’Ovidio was born. With Chef Massimiliano at the helm (who, by the way, has maintained three Michelin stars for 26 straight years), a rustic Northern Italian menu will be available. 

There’s also the “Vintage Room,” an exclusive 14-person dining experience that allows guests to connect with the culinary team to create a five, six or even seven-course meal. It’s designed for milestones, like family celebrations, as it costs $300 (USD) per person.

“However, I’m telling you now, the wines alone will pay for that $300,” Lira noted.

These speciality restaurants complete 10 (included) dining options (including an ice cream bar) on Crystal’s ships, where 24-hour in-suite dining service is also available.

The liquor, champagne, soft drinks, coffees, and gratuities? Included. So is a vast selection of 62 different labels of wine.

“Which is very rare,” Lira said. “Most cruise lines offer free wine and champagne, and it's maybe no more than 10 labels to choose from. We have 62, which is a big differentiator.”

Ship makeover

Then there’s the ships themselves, Crystal Symphony and Crystal Serenity, two vessels that have been sailing for several years (Crystal Symphony debuted in 1995, while Crystal Serenity launched in 2003).

The recent refurbishments made to both reveal a fresh look, creating more personal space.

Symphony’s original capacity was for more than 900 passengers, with 347 rooms. Now, she holds 606 passengers, with 95 rooms. Crystal Serenity, meanwhile, was initially built for 1,100 passengers with 372 rooms, and today holds 740 guests, with 102 rooms.  

Crystal’s space-per-guest ratio is a big selling point. Lira said the industry average for high-end cruises is 62 tonnes per person, whereas on Crystal, it’s 90 tonnes per person.

Meaning: “You can dine at the restaurant you want to, not the one you're left with,” he said.

Both ships, which have nearly identical amenities, have a near 1.1:1 crew-to-guest ratio, Lira added.

Like a land-based hotel

As for Crystal’s guest rooms and suites, architects and designers went to town on renovations, gutting 80 per cent of the rooms, incorporating real marble and completely new furniture.

As PAX discovered during an exclusive tour of Crystal Symphony last year, many of the staterooms, decorated in shades of blue and cream, have double-sized balconies due to the combining of two suites into one.

“You truly feel like you're at a land-based hotel rather than a cruise ship,” Lira told PAX.

With fresh facelifts, Crystal Serenity and Crystal Symphony returned to sea in 2023, and more than 90 per cent of Crystal’s original crew returned, Lira said.

The ships’ expanded bathrooms have marble countertops, double sinks and enormous walk-in showers with multiple showerheads.

There are now Junior Penthouse suites, while the main Penthouse suites have been enlarged. The Juniors are about 806 sq. ft. while the Penthouses are about 1,372 sq. ft. (including verandahs).

There are seven categories total – the average room is 409 square feet – including 215 sq. ft. solo suites, for solo travellers (this month – March – Crystal is waiving its single supplement fee on select 2025 sailings).

The Sapphire Suite is a popular choice, offering a 440 sq. ft.-plus an additional 93 to 130 sq. ft. veranda space. Alternatively, Aquamarine veranda suites have 320 sq. ft, with up to 86 sq. ft of balcony space. This category also has accessibility options.

Crystal left 20 per cent of its guest rooms in their classic form. One, because renovations are expensive (the original budget for was set at 44 million Euros, which later ballooned to 165 million), two, they have bathtubs, and three “some clients prefer that older look and feel,” Lira said.

Advisors can differentiate which guest rooms have been renovated, and which ones have not, using Crystal’s interactive deck print online, which states the renovation dates.

All suites have butler service – someone to pack/unpack your clothes, manage laundry, book tours and spa appointments and arrange anything else. Butlers also deliver canapes to suites every afternoon.

Meanwhile, outdoors, “you don't have to be racing at seven o'clock in the morning to get that desired deck chair. It’s there for you, no matter what,” Lira said.

And there are no pool bars (which can ruin the relaxing atmosphere, Lira said). Only roaming servers, at your beck and call.

The entertainment has also been revamped, with Broadway-style and comedic shows, and guest speakers, like Jeffrey Hoffman, a NASA astronaut, one of many past lecturers.

The dress code on board? “Country club casual,” said Lira. “Some people still bring their tuxedoes if they wish to, but it’s casual.” Crystal also hosts a white party.

And the crowd? Everyone from empty nesters, baby boomer couples to multi-generational families.

Itineraries & incentives

“I’ve always dreamed of working for Crystal. It’s truly a dream come true,” said Botting, who reviewed Crystal’s itineraries, excursions, trade incentives. 

Crystal’s relationship with A&K (which not only owns Abercrombie & Kent – safari specialists – but also Sanctuary Retreats and Ecoventura, a Galapagos cruise specialist) assures a quality land experience, Botting said. 

Botting said the average Canadian will cruise for 10 to 15 days, but it’s always worth pitching grander voyages, like Crystal’s World Cruise, because you never know what clients are dreaming about. 

There’s still space on Crystal’s upcoming 2026 World Cruise, which sails from Los Angeles to Rome, over 135 nights. Crystal’s 2027 World Cruise is also out now “and selling like crazy,” Botting said.

For those that can’t commit to a world cruise, there are also 48-night “Grand Journeys,” out of Lisbon, Portugal, and “combo voyages,” such as 19 nights through Africa on Indian Ocean.

There are tons of incentives available. Currently, agents who book clients in an Aquamarine or Sapphire suite, on select voyages before March 31, 2025, will receive a 20 per cent bonus commission on top of the standard commission rate.

And commissions are paid early. Once a booking is paid in full and falls within 100 per cent penalty period, commission on a standard booking of less than 40 nights (for example) is paid 50 days prior to departure.

Crystal has travel advisor appreciation fares, starting at just $210 (CAD) per person, per night – available on most voyages, as far out as 90 days.

And there are incentives for clients, too, from a referral program, which saves guests five per cent when guests refer a friend, to an “Explorer Fare,” which offers early bird discounts, to a “Welcome Board” offer, and other loyalty benefits.

Crystal re-enters the marketplace as Canadians rethink their U.S. travel plans, and spend vacation dollars elsewhere, in protest of U.S. President Donald Trump’s tariff threats.

It’s a movement that impacts many cruise lines, given that so many are U.S.-owned. Crystal, however, is spared from any possible boycott as it’s not American (it’s based in Monaco).

In fact, one travel advisor, at Monday’s meeting, specifically asked about Crystal’s country affiliation because her clients are asking.

Sailing forward

We also wondered if Crystal has had to do any damage control ever since Crystal Serenity and Crystal Symphony, under its previous ownership, were seized by U.S. Marshals in 2022 over an unpaid gas bill.

While it was tough in the beginning, Crystal has moved beyond that incident, Lira said, resurfacing as a new company, with new owners.

The brand has also “made a lot of people whole” by honouring claims on cancelled past cruises, offering 100 per cent refunds and Future Cruise credits.

“We're at the 99 percentile of making everybody happy, based on what happened in the past, which wasn’t any of our fault,” Lira said.

Four more ships coming, but no river 

As for what’s ahead, Crystal has orders for three new (and long overdue) ocean ships, which, due to pandemic-related backlogs, won’t debut until May 2028.

The intimate, 690-passenger ships, on order from Italy’s Fincantieri shipyard, will be nearly identical. It will bring new ships to Crystal for the first time in more than 20 years.

Lira also confirmed that Crystal will eventually return to expeditions (a fourth ship has already been designed).

But river, another waterway that Crystal once sailed, is out.

“Rivers are very saturated,” Lira said, citing Viking’s dominance, as well Celebrity’s upcoming entry into the market. “They also have their own logistical nightmares, with the tides and bridges. A lot of times, they turn into floating hotels and you have to bus around Europe instead of actually cruising.”

Don’t say luxury

So, at Crystal, it’s the wide-open ocean, full steam ahead.

By the way, notice how we haven’t used the word “luxury” once in this story?

While Crystal certainly has the qualities of a high-end luxury cruise, the brand uses the word “exceptional,” instead, to describe the service and comfort it brings to sea.

“Luxury changes by each and everyone's definition,” Lira said. “Exceptional at sea means it's a notch above your standards at home. Everybody that's purchasing these cruises already has high standards at home. We're looking to exceed those standards.”

For ship and destination overviews, deck plans, training, promotions, marketing tools and more, travel advisors can visit Crystal’s partner centre here.

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