Travel Daily Media (TDM): How do you see luxury cruise and experiential travel evolving in this region over the next few years?
Evon Ler (EL): The Crystal brand, launched in Japan in 1988, marked a significant milestone as the second luxury cruise line in the world, establishing Asia as a key player in the luxury cruise segment from its inception. While the overall market has matured faster in other regions, Asia has consistently shown steady growth in luxury cruising since then.
In recent years, there has been a noticeable shift from group travel towards more independent travellers and multi-generational families. Although group travel remains an important segment, there’s a growing trend of adventurous individuals and families seeking to explore the world on their own terms.
This shift is reflected in the profiles of Abercrombie & Kent (A&K) guests, who increasingly desire to venture into remote destinations by land or experience the unique offerings of river cruising. They seek the luxury of personalised journeys that cater to their specific interests and preferences, highlighting a desire for both exploration and independence.
TDM: How do you see the concept of cruising evolve with today's new generation traveller?
EL: The appeal of cruising has become a global, cross-generational phenomenon, with significant popularity across various markets and traveller segments. This trend is driven by multiple factors that resonate universally, and we're witnessing a new generation of cruisers who are embracing these advantages.
One of the standout features of cruising is its incredible value proposition. It offers guests a comprehensive package, including full board and entertainment, at a price point similar to that of a single hotel night. Moreover, cruise experiences, particularly with Crystal, provide a higher standard of accommodation, exceptional culinary experiences, and rich entertainment options—all bundled together.
Additionally, the convenience of the “unpack once” benefit transforms the travel experience. It enables travellers to explore multiple ports without the hassle of navigating airports or crossing borders. In many instances, we even assist with visa arrangements, saving guests’ valuable time before their voyage.
TDM: How do Crystal’s offerings align with what discerning travellers in Asia are looking for?
EL: Crystal has its roots in Asia, embodying a commitment to selfless service, high standards of comfort and cleanliness, and a diverse array of culinary delights that cater to both local and international tastes. This foundational ethos has shaped the exceptional experiences we provide for discerning travellers in Asia. Guests can indulge in exquisite dining options like Umi Uma, Chef Nobu Matsushita’s exclusive restaurant at sea, or savour the creations at Osteria D’Ovidio, born from our collaboration with renowned Michelin-star chef Massimiliano Alajmo. The entertainment options include Broadway-standard shows and opportunities for private golf lessons with our resident PGA professional. At Crystal, we strive to exceed the expectations of all our guests.
TDM: What kind of support can travel advisors and agents in Asia expect from you and your team. Could you highlight the training opportunities available for agents to better understand A&K and Crystal products?
EL: We have a dedicated team providing support for the trade across Asia. I am based in Singapore and cover markets including Singapore, Malaysia, Thailand, Hong Kong, Taiwan, and China. Our VP of Sales for Asia, Tony Archbold, manages Korea, Japan, Indonesia, Vietnam, and India. Both Tony and I are readily available for webinars, and when we are in different countries, we actively seek opportunities to assist our agency partners in understanding the exceptional range of products that Abercrombie & Kent and Crystal offer. Additionally, we have a Sales Support Team and a Reservations Team based in Melbourne, who are always on hand to assist when needed.
TDM: What role does the Agent Portal play in making it easier for partners to access resources and updates?
EL: Both A&K and Crystal provide instrumental Agency Portals that are packed with tools to simplify the agents' work. They offer marketing assets, including photos, social media tiles, videos, and even 360-degree walkthroughs of the ships. Agents can quickly create agency-branded flyers as well. Additionally, Crystal's agents have access to an online booking tool, enabling them to quote, book, and pay for reservations in just a matter of minutes.
TDM: Beyond brochures and tools, what marketing support initiatives are available for agents to co-create campaigns or client engagements?
EL: Our Trade Marketing Team are experts in working with the trade to co-create campaigns and assets that will drive business for either A&K or Crystal or even both. Like us, they are 100% trade-focused and ready to assist when asked.
TDM: Looking ahead, what excites you most about the growth potential of A&K and Crystal in Asia?
EL: Asia is currently the most exciting travel market in the world. The growth potential here is immense, with a demand that is both varied and discerning. This market is driving innovation in service levels and types, which will naturally lead to an increase in service quality and more tailored travel solutions to meet these expectations.
To learn more about Crystal and its all-inclusive voyages, contact your preferred travel advisor, visit crystalcruises.com, or
call +61 1300 503 640 (Indonesia, India and Vietnam) or +800 5036 4000 (rest of Asia).
