Crystal identifies growth demographics at first agent marketing day 

Increased engagement with “experiential and social cruisers” is contributing to “substantial” year-on-year growth for luxury cruise line Crystal, according to its vice-president of UK and EMEA sales.

 

Speaking at the line’s inaugural Marketing Immersion Day for agents, Luke Smith said the line had achieved “triple-figure year-on-year growth” in 2025, attributing it partly to two “growth audiences” who are being “encouraged [to move] over from on-land holidays to cruise”.

 

The first demographic – ‘discoverers’ – represents those seeking expedition cruises to lesser-known ports with authentic immersive experiences. Smith said this group is most engaged with social media and advised agents to target them through these platforms.

 

In contrast, the second growing demographic of ‘socialisers’ – those wanting to make new friends and experience varied entertainment while on board – is most likely to be influenced by traditional print resources.

 

Smith told Aspire: “By breaking clients down into the ‘discoverer’ and ‘socialiser’ demographics, it makes it easier for agents to find new Crystal customers – I think it’s an absolutely massive opportunity.”

 

He added: “I believe the trade offers a vital part of what we’re doing at Crystal. From our perspective, all we want is the trade to engage with us.”

 

The brand’s first Marketing Immersion Day brought together a group of agents at its offices in London on September 10.

 

Delegates heard about Crystal’s marketing plans; product updates from the line and sister operator Abercrombie & Kent; and technical tips on how to use Crystal’s trade portal. Guests were also treated to samples of on-board culinary venues Beefbar and Badiani Gelato.

 

Reflecting on the day, Smith said: “This is the first time Crystal has ever run something like this, and we’ve had some really good engagement. As we’ve got such incredible facilities, it’s definitely the sort of thing I want to do more of in the future.”

 

He said the brand intends to further increase trade engagement, with more events, workshops, webinars, online training, marketing materials, ship visits, overnight stays and fam trips planned.

 

Smith said: “We’ve got an incredible group of loyal travel agent partners that have worked with Crystal for a number of years, but my ultimate goal is to have more agents selling more Crystal more often, and to be able to reward them, train them and engage with them at all levels.”