Abercrombie And Kent Along With Crystal Cruises Expand in Asia’s Luxury Travel Market

Abercrombie & Kent (A&K) and Crystal Cruises are making significant strides in expanding their reach within Asia’s burgeoning luxury travel market. At a recent media luncheon in Bangkok, Michelle Mickan, the Vice President of Marketing for both brands, shared valuable insights into their strategy and the immense potential they see in the region. The focus is clear: introduce a new generation of ultra-affluent travelers to unique, world-class experiences that combine the luxury of both land and sea.

For A&K and Crystal Cruises, Asia is becoming an increasingly vital market. The region has long been known for its traditional appeal to travelers, but in recent years, it has emerged as a key area for ultra-luxury brands to tap into. As Mickan explained, “Asia is becoming just as significant as Australia for us,” underlining the shift in focus toward Asia as a primary driver of future growth. With affluent travelers from Asia increasingly seeking bespoke travel experiences, the demand for ultra-luxury cruises and curated land tours is on the rise.

Strategic Focus on Asia’s Growing Luxury Market

In the last two to three years, the ultra-luxury cruise market in Asia has grown substantially, prompting A&K and Crystal Cruises to establish a dedicated team in the region. The focus is not just on luxury cruises but on creating a more personalized and immersive experience for travelers, especially with fly-cruise offerings that connect Asia to Mediterranean destinations. These types of cruises, which blend air travel with luxurious seafaring experiences, have proven to be especially popular among affluent travelers from Asia, as Mickan notes, with the Mediterranean continuing to be a top seller.

A&K and Crystal Cruises are keenly aware of Asia’s potential. However, they also recognize that the market for luxury cruises and luxury tours is still in its infancy compared to established markets in the West. “It’s all about creating a brand in this market – it’s a huge education piece,” Mickan said, acknowledging the challenge of introducing luxury cruises to a region where the concept is not as deeply ingrained as it is in Europe or North America. This is where the strategic efforts of both brands come into play.

Educational Initiatives to Build Brand Awareness

To overcome this gap in awareness, A&K and Crystal Cruises are working closely with luxury travel agents in Asia to build brand awareness and educate the market on the benefits and offerings of ultra-luxury cruises. The goal is to create lasting relationships with both travel agents and consumers, ensuring that they understand the true value of the experiences on offer. A major focus will be on highlighting Crystal’s world-class culinary experiences and enrichment programs — two offerings that resonate strongly with the younger, more affluent demographic in Asia who are eager for travel experiences that go beyond traditional sightseeing.

Educating the market is not just about promoting the products but also about cultivating a deeper understanding of what makes A&K and Crystal Cruises stand out from their competitors. By focusing on the younger, more affluent travelers, the brands aim to set themselves apart with offerings that cater to the evolving tastes and preferences of today’s luxury consumer.

Investment in Renovations and Brand Reboot

Since acquiring the Crystal brand and its fleet of ships in 2022, A&K has made significant investments to ensure that the brand not only survives but thrives in the competitive luxury market. “We only bought the ships and the name. We had to rebuild everything – from the website to the ordering systems, renovating and elevating the ships and re-employing the staff,” Mickan explained.

These efforts have been extensive and transformative. A&K’s commitment to the Crystal brand includes a complete overhaul of its operations, infrastructure, and aesthetic. Remarkably, around 90 percent of the original Crystal crew has returned, underscoring the deep brand loyalty that exists within the company. Mickan added, “It underscores how deeply the staff identify with the brand – seeing it not just as a job, but as a home and community they genuinely want to return to.” This emotional connection from staff not only speaks volumes about the company’s culture but also reflects the brand’s long-term vision of fostering a sense of family and community both for its team and its passengers.

Upcoming Synergies to Enhance Luxury Travel Experiences

Looking ahead, the synergy between Abercrombie & Kent and Crystal Cruises will continue to deepen, offering a truly integrated luxury travel experience. Starting next month, A&K and Crystal Cruises are launching a range of synergies designed to blur the lines between luxury land tours and cruise offerings. As Mickan explained, “It’s really about linking the two together because A&K does land so well, and then having Crystal at sea is the perfect tie-in.”

The collaboration between land and sea creates a seamless, all-encompassing travel experience, allowing travelers to enjoy luxury on both land and water. Whether embarking on an immersive land tour with A&K or enjoying Crystal Cruises’ exceptional offerings at sea, this integration will give travelers the best of both worlds — unparalleled luxury at every stage of their journey.

Conclusion: Setting the Stage for the Future of Luxury Travel in Asia

As Abercrombie & Kent and Crystal Cruises deepen their commitment to Asia’s luxury travel market, they are not just introducing a new level of service but also shaping the future of ultra-luxury travel in the region. With a focus on education, strategic partnerships, and integrated travel experiences, both brands are poised to capture the growing demand for high-end travel experiences among affluent travelers.

The market in Asia is evolving, and A&K and Crystal Cruises are ready to lead the charge. By offering unmatched luxury and forging deep connections with both agents and customers, these brands are perfectly positioned to cater to the sophisticated tastes of today’s discerning traveler. For those seeking unique, life-changing experiences in both land and sea, Abercrombie & Kent and Crystal Cruises represent the pinnacle of luxury travel in Asia and beyond.

Sources:

TTG Asia
Travel Weekly Asia
Travel Weekly
Forbes

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