Travel Agent Appreciation

Record August ‘heat’ for Crystal Cruises

Reservations for Crystal Cruises surged this summer as the cruise line finished the month with its highest ever August booking week and month in its history. With the expiration of its Aug. 31 “Book Now”fares, travel agents booked more than 110% more revenue than any prior year during the same week and for the entire month of August. Effective Sept. 1, Crystal launched a new “Book Now”deadline of Oct. 31 for its worldwide line-up of 2012, 2013 and early 2014 cruises. While the new series of “Book Now”fares offer generous bonus savings of as much as US$3,000 p.p., the line has also increased fares for 29 cruises – representing a record number of increases in any “Book Now”period. Crystal senior vice-president, marketing and sales Jack Anderson attributes the booking success to several factors — Crystal’s reputation, strong travel agent support and initiatives like its price/all-inclusive value equation, a new contemporary brand campaign, earlier-than-ever release of itineraries and support material, global sales and marketing efforts, the chic “extreme makeover”of its ships, repeat guest loyalty and referral, attractive family initiatives and an expanded choice of cruise destinations and lengths of cruises. (

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