On Location: “I’m so impressed”: Crystal hosts largest-ever Canadian FAM aboard Crystal Symphony

She’s sleek, she’s sophisticated, and she’s serving world-class culinary magic at sea.

Crystal is back, darling, and she’s ready to show the world how luxury cruising is done.

Last week, 17 lucky Canadian travel advisors (and others from the United States) were whisked away on a voyage through the sun-soaked Greek Isles aboard the newly-refurbished Crystal Symphony. But it was no ordinary itinerary — for participants, it was a week-long Seminar at Sea, and the largest FAM trip Crystal has ever hosted for the Canadian travel trade.

Running from August 2 to 9, the glam voyage – which PAX was invited to cover exclusively – was a postcard-perfect journey that began and ended in Athens, with stops in Nafplion, Mykonos, Rhodes, Patmos, as well as a two-night stay in Kusadasi, Turkey.

But beyond the turquoise waters and ancient ruins was something far more transformative: the rebirth of one of the most revered names in ultra-luxe cruising.

Reimagined & refined

Once hailed as the crown jewel of luxury vacations at sea, Crystal faced turbulent waters in 2022 when its former owner, Genting Hong Kong, went under — quite publicly. Its two ships, Crystal Serenity and Crystal Symphony, were arrested by U.S. marshals in the Bahamas over unpaid fuel bills. The cruise world watched as the company collapsed amid the chaos of COVID.

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

But by June that same year, like a phoenix rising from a sea of scandal, Crystal announced its comeback. Purchased by A&K Travel Group — a powerhouse co-owned by Geoffrey Kent and Heritage, managed by Monegasque businessman and Chairman Manfredi Lefebvre d'Ovidio — the brand was given new life.

With d’Ovidio’s legacy (his father founded Silversea Cruises) and Kent’s globe-spanning luxury portfolio (Abercrombie & Kent, Sanctuary Retreats, Ecoventura), the revitalized Crystal returned in 2023 under a new banner: “Crystal – Exceptional at Sea.”

And exceptional it is. As PAX experienced firsthand – over memorable meals and seamless service touches, like staff remembering our names or butlers delivering canapés to our suite each day—Crystal lives up to its reputation.

“Luxury means something different to everybody, but the core of luxury is having your needs anticipated before you even knew you needed them – and I think Crystal does that perfectly,” said Jordana Botting, regional sales director for Canada at Crystal, who organized the FAM's Canadian component.  

Botting refers to this as “crystallized moments” – those meaningful instances when clients connect deeply with a staff or crew member.

In fact, on the first day of our sailing, Botting had her own crystallized moment when a waitress approached her, greeting her as “Ms. Jordana.”

Remarkably, the waitress recognized Botting from a voyage they shared a decade ago aboard the Crystal Esprit (a luxury yacht that Crystal once operated).

“I was so impressed she remembered me,” Botting said.

Why the FAM matters

For Botting, a seasoned cruise professional who joined Monaco-based Crystal eight months ago, the FAM is more than a cruise. It’s a strategic statement.

“There are multiple levels to it,” she explained. “We’re a well-known brand, but we are a new product. The ships have been completely refurbished. We’ve reduced passenger count and increased space. And the best way to sell luxury? You have to experience it yourself.”

The week’s itinerary was designed with that goal in mind. Days were intentionally kept light, allowing ample time for advisors to explore both the ship and the ports of call at their own pace.

The destinations were captivating, each offering their own story. One such stop was Nafplion, a coastal town on mainland Greece, tailored for smaller ships. Overlooking the town is hilltop Palamidi Fortress, a structure built by the Venetians during their second occupation of the region from 1686 to 1715.

In Mykonos, whitewashed, flower-filled alleyways twist toward sun-drenched cafés and bohemian-chic beach clubs, like Almeagou. 

Then to Rhodes, where medieval walls tower above cobblestone streets. Here, you half expect a knight in shining armor to gallop past the shops.

Patmos? A peaceful contrast—serene and spiritual, with its hilltop monastery and silent stone paths overlooking the sapphire sea. It’s here, according to Christian tradition, Saint John the Apostle received the visions that led to the writing of the Book of Revelation.

To round out the journey, two nights in Kusadasi, Türkiye added a layer of history and cultural depth. Here, travel advisors explored the ancient city of Ephesus, where centuries of civilization—from classical Greece to the grandeur of the Roman Empire—are etched into remarkably preserved ruins.

Back on Crystal Symphony, some group dinners were arranged, complemented by a training workshop and a guided ship tour, during which a selection of suites were open for exploration.

The idea, Botting explained, wasn’t just to showcase Crystal’s updated elegance, but to also ensure agents can convey value — a word that came up repeatedly in conversation — to their luxury-minded clients.

“The selection of advisors was strategic,” she said. “I invited past Crystal sellers with loyal clients, and those with strong business plans. We need people who’ll go back and work, promote, and drive bookings.”

Some advisors were new to selling Crystal, others were experienced – like Renata Grant, regional manager for Ontario at Direct Travel. For her, joining the FAM was a full-circle moment. Her last Crystal sailing was 12 years ago.

“I was very excited to come aboard and see the new Crystal – and I’m so impressed,” Grant told PAX. “The moment I stepped aboard, I looked around and thought, ‘This is different.’ It’s bright and spacious. It’s still classic Crystal, but with a modern twist. It feels like a brand-new ship.”

Bigger, better, bolder

Let’s talk about the product itself. The "new Crystal" is both a love letter to its past and a bold step forward.

Botting said nearly 70 per cent of former Crystal guests—affectionately known as 'Crystalites'—have returned since A&K assumed ownership. Which is a remarkable figure when you think about everything that happened.

As for the ships themselves, they’re now upgraded versions of their former selves – in the best way.

Crystal Symphony (originally built in 1995) and Crystal Serenity (launched in 2003) underwent dramatic transformations in 2023. The result? Larger suites, fewer passengers, and updated aesthetics. Not to mention the return of nearly 90 per cent of the original crew.

Many staterooms now have double-sized balconies due to the combining of two suites into one.

“We’ve reduced our passenger count significantly,” said Botting. “Symphony used to carry over 900 passengers. Now it’s 606. Same with Serenity — down to 740. That’s space you can feel.”

Indeed, during our voyage, there was a noticeable sense of space and ease—helped by the ship sailing at just 60 per cent occupancy.

There were no lines for elevators or queues anywhere on board, allowing for a relaxed and unhurried experience.

On board Crystal Symphony, you don’t feel the ship’s age. The bones might be old, but inside, she’s actually quite modern and contemporary.  

Crystal relies on travel advisors to communicate this message to clients who may be hesitant about the ship’s age, Botting said.  

“I joke all the time that she's the older, curvy girl on the dock, but she's got experience,” Botting said. “She's got a lot of room to fit everybody in.”

Inside the suites

Luxury comes in layers, and Crystal has options for every aesthetic.

There are seven suite categories total on Crystal Symphony – the average room is 409 square feet – including 215 sq. ft. solo suites for solo travellers.

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.

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

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

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.

The suites are treated like sanctuaries, offering perks like a welcome bottle of champagne, daily fresh fruits, a pillow menu and some of the softest bedding at sea thanks to made-in-Italy Jesurum Venezia 1870.

The ship’s friendly room attendants will customize to your heart’s content (want extra bottles of water placed by your bed each day? No problem).

All suites also have butler service – someone to pack/unpack your clothes, book tours, or manage laundry (Sapphire Suite guests receive complimentary laundry, pressing, and dry-cleaning services, and for all other guests, there are self-service laundry machines at no additional cost).

The popular Sapphire Suites come in three distinct styles:

• Classic: Rich woods, gold accents, classic Crystal nostalgia — and a bathtub, which many long-time guests adore.
• 2017 redesign: A blend of tradition and soft modern touches, retaining that “signature Crystal warmth.”
• 2023 redesign: Boutique hotel vibes with light neutrals, USB-C ports, rainfall showers and sleek furniture.

“I love that we offer choice,” Botting said. “Some clients love that classic feel. Others want the freshest look. We can cater to both.”

Dining, elevated

But Crystal's culinary rebirth might be its most impressive flex.

“It’s all about value,” Botting stressed. “I went to Nobu in Toronto with six people — it was $2,000. On board, it’s included.”

That’s not a typo.

Umi Uma (the only Nobu at sea) returns to the new Crystal, serving sushi, sashimi, and Peruvian-inspired dishes — all from the mind of Master Chef Nobuyuki Matsuhisa (in collaboration with actor Robert De Niro).

Over dinner, we dined on Nobu-style black cod (to die for), Wagyu beef filet steak, yellowtail, salmon tartare with caviar, white fish, and scallop sashimi—and nearly forgot we were on a ship at all.

Then there’s Beefbar, the Monte Carlo-born sensation created by Riccardo Giraudi. It’s Crystal’s latest North American debut — and it’s making waves.  

While it may not yet be a household name in Canada, it’s been said that a dinner at Beefbar’s Tribeca location in New York CIty can rack you up a bill of at least $650 USD for two (with wine). On Crystal? It’s all included.

Think wagyu-filled bao buns, Angus and Kobe beef-filled tacos, ribeye ham, steak-frites smothered in truffle sauce. Big-time yum.

And, 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. So, something for everyone.

Beefbar is also a go-to lunch spot on board. The menu, at this hour, is slightly different, serving up street food options, like braised wagyu beef quesadillas, beefy pepperoni pizzas and healthy choices like quinoa and avocado-filled super bowls.

Then there’s brand-new Osteria d’Ovidio, the Italian fine-dining restaurant curated by Chef Massimiliano Alajmo — the youngest chef ever awarded three Michelin stars — and his restaurateur brother Raffaele. A fine Italian feast with a 300-400 Euro value — again, included.

Think burrata ravioli with seafood guazzetto, gratinated saffron risotto with licorice, and rich meat ragu lasagna. Did we order almost everything on the menu? You bet we did.

The ship’s elegant main dining room, Waterside Restaurant? Still a star. Botting recalls a meal of lobster and caviar, each course served on its own distinct presentation plate. “You don’t get that kind of plating on land,” she said.

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.

The speciality restaurants complete ten dining options (including an ice cream bar and marketplace-style buffet) on Crystal’s ships, where 24-hour in-suite dining service – complete with white tablecloth setup – is also available.  

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

A reimagined life at sea

The enhancements don’t stop at dining. From a pickleball court to a netted golf driving range, to expanded wellness and spa programs, Crystal has reimagined its life at sea.

Attentive cocktail servers roam the ship’s lounges and poolside decks, ready to take your order wherever you relax.

There’s one main pool (no pool bars), an exciting new line-up of guest speakers (like Jeffrey Hoffman, a NASA astronaut) and a country-club casual dress code (but no shorts in the lounges and dining rooms after 6 p.m., please).

The crowd? Well-travelled adults, many over of the age of 55, who want personalized service and access to destinations they haven’t seen before.

And, depending on the time year, multi-generational families. Although Crystal primarily caters to adults, you might see some children on board—particularly during summer break when school is out.

That said, their presence did not detract from the overall atmosphere. On our sailing, the children on board were, for the most part, well-mannered and respectful.

A newsletter of daily events has many activities listed from morning yoga to afternoon dance and golf lessons.

Broadway-style shows, tribute singers/musicians and comedians are featured in the 420-seat Galaxy Lounge main theatre and 271-seat Starlite cabaret club.

The Avenue Saloon is a popular piano bar (late-night sing-a-longs, over dirty vodka martinis, are found here) while Jade Night Club has dancing and karaoke. The 134-seat Hollywood theatre features movies. The 240-seat Palm Court is also a chic gathering space for entertainment and chit-chat.

While some nights can be low key, the White Party in the ship’s atrium dispelled any opinions that this 50+, well-heeled, well-travelled crowd is no fun. Give Crystalites a live band and an excuse to dress in theme, and you’ve got yourself a dance floor that won’t quit.

The ship also employs “Ambassadors,” who are available to dance with anyone who needs a partner.

The A&K factor: experiences beyond the shore

If the ship is luxurious, the land experiences are transcendent. Thanks to Crystal’s ownership by A&K Travel Group, shore excursions – which are not included – try to reach beyond typical tours.

“We surveyed our guests,” Botting explained. “They don’t want generic city tours. They want to cook in a Tuscan castle or design their own perfume.”

This winter, for example, Crystal’s itineraries will cruise Africa’s coastlines, perfectly complementing A&K’s popular luxury safaris.

Advisors can now explore these options via Crystal’s newly-launched A&K Experience Finder through the travel advisor portal.

Demand surge, drydock plan, and what's next

Crystal isn’t just basking in nostalgia. It’s riding a wave of momentum.

In Q1 of this year, the brand since the relaunch, with more than double the number of bookings year-over-year. That’s a “resounding vote of confidence,” the brand declared — and this week’s FAM reinforces that Canadian advisors are taking notice.

Next up? A planned drydock for Crystal Symphony this November, where Deck 10’s Aquamarine and Sapphire Classic suites will be completely redesigned.

As previously reported, public spaces like the Atrium and Crystal Cove will also receive makeovers — including a new chandelier, and mosaic and marble-accented reception area.

It's all about refining the onboard experience for the modern guest– even if it means removing the atrium’s cascading waterfall, and putting a grand piano front and centre.

Further ahead, Crystal is preparing for its first newbuilds in over 20 years. Three 690-passenger ships are on order from Italy’s Fincantieri shipyard, with the first set to debut in spring of 2028.

Expect all-veranda suites, a full wraparound promenade, and those same signature restaurants.

Families travelling with children will also appreciate a dedicated area, designed to provide engaging activities and a safe space for younger guests.

READ MORE: Crystal Symphony to be refurbished this November — here’s what to expect

“We’re designing ships that have all the key elements our passengers love,” said Botting. “It will also give us the ability to offer new itineraries and offer more choice to clients.”

The Canadian comeback

Botting shared one resounding message to her Canadian travel partners: don’t be afraid to sell Crystal.

“Don’t be scared to talk to your clients about this. Don't be scared of the price tag,” she said. “You don’t know if they're going to like it or not. I'm a firm believer in ‘putting it out there.’”

Even if it’s a lavish 139-night world cruise that visits 29 countries. “If you don't tell your clients about something, they're not going to know,” she said. “Don't always assume they're going to come to you about it.”  

It’s sound advice for a territory like Canada, which is showing up in big way, said Botting.

Sales are up, interest is surging. And Botting, who joined at a time when Crystal had zero Canadian representation, has been touched by the warm reception.

“I have been overwhelmed with the love and support,” she said. “Canadian advisors have stepped up. They’re booking. They’re selling. They’re excited.”

Even the brand’s past insolvency—now more than five years in the past—is seldom mentioned these days, said Botting.

“Many of our past clients have returned – so has 90 per cent of our original crew,” she said. “That’s trust.”

What did Canadian travel advisors have to say about the new Crystal? Stay tuned for PAX’s follow-up report from Crystal Symphony! 

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