Travel Daily Media (TDM): Crystal has long been positioned as a leader in ultra-luxury cruising. What do you believe are the fundamental drivers behind that continued leadership in today’s competitive landscape - particularly for discerning travellers in Asia?
Tony Archbold (TA): The key to delivering an ultra-luxury experience lies in consistently excelling across all the elements that define your brand promise. For Crystal, we are recognised leaders in luxury cruising because we repeatedly make our guests feel at home, offering world-class dining, a diverse selection of top-tier entertainment, and a variety of captivating activities. Additionally, we craft exclusive experiences through our sister brand, Abercrombie & Kent. All of this is supported by a legendary service level that serves as a benchmark for others.
Travellers from all backgrounds find our unique blend of these outstanding pillars attractive because, at the heart of everything, our guests are our priority. Relying on only one or two aspects is not enough, and some might argue that it is not truly luxurious.
TDM: Abercrombie & Kent is known for deep destination expertise and bespoke experiences. How is that expertise being integrated into Crystal itineraries, shore excursions, and onboard programmes?
TA: Having Abercrombie & Kent as our sister brand places Crystal in a unique position, with the world’s leading provider of luxury land experiences working side-by-side with us. As a group, AKTG is known for being the best on land and the best at sea.
To utilise this relationship, we are creating a range of experiences called “by Abercrombie & Kent.” These include three to seven-day pre- and post-cruise extensions by A&K, or mid-cruise overland adventures by A&K. These experiences allow our guests to combine a Crystal cruise with an A&K land tour, enabling an extensive exploration of the destination.
Examples of our pre- and post-cruise experiences are: six-day Formula 1 Action in Barcelona Rooftop Experience, our 5-day Uluru Extension, or a five-night Astonishing Adventures in Kruger National Park. Experience Finder | Crystal Cruises
Some examples of our mid-cruise overland adventures are: Enchanting Masai Mara, our four-day adventure from Dar Es Salaam to Mombasa that includes at least three game drives, meals, accommodation, entrance fees, and internal flights.
For more, see Experience Finder | Crystal Cruises
TDM: We know there’s excitement building around the new ship, Crystal Grace, launching in 2028. What role will this new vessel play in Crystal’s long-term strategy, and how will it reflect evolving expectations in the luxury cruise market?
TA: When AKTG relaunched Crystal in July 2023, we announced plans to expand our fleet by introducing at least two new ships. Crystal Grace is scheduled to arrive in May 2028, followed by her sistership in 2030, bringing us closer to this goal.
The demand for the high standard of cruising that Crystal is known for is increasing faster than most other segments, so this demand drives our expansion. Adding a third and then a fourth ship will enable us to offer a wider variety of itineraries worldwide, aligned with our guests' preferences.
At Crystal, we aim to make guests feel at home even when they are away. Crystal Grace is being designed with a warm, comfortable, and inviting environment, complemented by exceptional dining, entertainment, enrichment, experiences, and service—elements that make guests reluctant to leave and eager to return.
Our goal isn't to create a resort or hotel atmosphere, but rather a grand home-like feeling that sets us apart and highlights our unique market position. This is an exciting time for our loyal guests and us, and we look forward to sharing many updates about Crystal Grace in the coming months.
TDM: Asia continues to be one of the fastest-growing luxury travel regions. How is Crystal adapting its offering, partnerships and itineraries to better serve the preferences and travel patterns of the Asian market?
TA: The demand for luxury experiences in Asia is remarkable and, from the statistics I see daily, only just beginning. At AKTG, we recognise that the future of the luxury market is global, and Asia will be central to this growth.
Therefore, our investment in Asia is growing each year to reflect this. Last year, we appointed our first Asia-based Sales Director, Evon Ler, based in Singapore. This year, my role was modified to focus purely on Asia, with my Australian responsibilities transferred to Susan Haberle, my counterpart for the Australia & New Zealand market. Next year, we have further investments planned, which we will announce shortly.
These investments are enabling us to build strong relationships across the trade throughout Asia. We are working closely with the larger agency groups in Asia, such as Virtuoso, American Express, and the Traveler Made brands of Serandipians and Takumians, as well as the up-and-coming home-based groups, such as 360 Private Travel.
However, unlike the Western markets, most agencies in Asia are independent, so growing the business in Asia is about the individual agency relationships we can build. It’s an enormous market, so it’s challenging. Still, we are always open to hearing from agencies that believe they have a UHNWI clientele who want the best on land and at sea, which Crystal and A&K can service.
TDM: Looking ahead to 2025–2026, what destinations or signature itineraries are resonating most strongly with Asia-based travellers? Are there new ports, themes or experiences you see gaining momentum?
TA: For Asia, Europe remains the number one destination. Whether it is the Mediterranean or the Baltic, the Asia-based traveller loves Europe, and we have cruises ranging from seven to 54 nights, so we have Europe well covered.
More specifically, we are seeing growth in any cruise that includes Lisbon, Portugal. It is a remarkable city, with a combination of history, culture and cuisine, coupled with great beaches and, on the whole, a better value proposition than some European cities.
We have a 12-night voyage from Barcelona to Lisbon on 15 June 2026 with an outstanding itinerary that includes stops in Spain, France, Italy, Morocco and Portugal (Crystal Serenity - Barcelona to Lisbon | Crystal Cruises). It goes to the fascinating island port of Porto Mahon, which has a history dating back to Roman times and has been a colony of the French, the Spanish, and the British, giving it an eclectic architecture and culinary offerings. We have released more cruises to Lisbon through 2028, with more coming soon.
Theme cruises are always popular, as guests with that specific interest are drawn to voyages that let them combine what they love with a great holiday. Currently, we have a range of theme cruises, including Monaco F1, Barcelona F1 (an A&K Extension), Wellness Cruises, Musical Cruises, and a Solar Eclipse Cruise. It must be noted that we always have a PGA Golf Professional onboard, so golfers are well catered for.
We have also recently announced that we are hosting an A&K Expedition Voyage for the first time. Starting on 28 August 2026 for 12 nights, it will depart from Rome and arrive in Venice (Fusina). It is a special cruise within a cruise, open only to 50 people. It will include Airport Meet & Greet, Transfers, a dedicated A&K expedition team who will deliver exclusive onboard lectures and escort guests on their in-port excursions. All of this takes place onboard Crystal Serenity so that guests will see the best of both Crystal and A&K throughout their voyage.
TDM: Sustainability and responsible tourism are becoming essential differentiators in luxury travel. How is Crystal innovating in that space — and how important is this to travellers from Asia and the global luxury segment?
TA: Asia-based travellers have high expectations of suppliers across all aspects of life, particularly regarding sustainability. As most Asia-based travellers come from high-density cities, they are acutely aware of the impact of modern life on the world. The global luxury segment is entirely on board with this approach. It is not only conscious of the demand to reduce its impact while still delivering the expected experience, but also actively engaged with all parties to meet our guests’ expectations.
At AKTG, we aim to leave the destinations we visit in better shape than we found them. This is evident in the way we invest in local communities through our philanthropy wing, A&K Philanthropy (AKP), in the policies we have implemented on board regarding waste handling, recycling, grey water management, single-use plastics, and in many other ways that ensure we are good corporate citizens.
As a member of the global Cruise Line Industry Association (CLIA), we are a party to its Net Zero Emissions by 2025 goal. We are very conscious that the sea is our home and therefore our future, so in everything we do, we recognise that the health of the waters is intrinsically related to the future health of our business. The result is that we take every possible step to ensure we do not harm the waters we pass through.
