‘Sell ultra-luxury on value – not price’, says Crystal’s Luke Smith
Crystal’s VP of sales Luke Smith urges travel agents to sell ultra‑luxury cruises by emphasising the overall value and experience rather than focusing on headline fares. He highlights that affluent clients are often willing to pay more when agents clearly articulate the inclusions, elevated service, and unique elements that differentiate ultra‑luxury from premium or mainstream products. Smith also reminds agents not to overlook existing cruisers, noting they are a prime audience for trading up to higher‑end product when the value proposition is explained well.
Sources & references
- https://www.cruisetradenews.com/six-key-takeaways-from-the-2026-clia-riverview-conference/
- https://www.cruisetradenews.com/qa-iain-baillie-vice-president-uk-international-sales-carnival-cruise-line/
- https://www.worldofcruising.co.uk/advice/the-big-cruise-faq-your-questions-answered
- https://www.cruisetradenews.com/dont-overlook-existing-cruisers-when-selling/
- https://www.cruisetradenews.com/how-do-i-convince-an-anti-cruiser-to-take-their-first-sailing/
- https://www.cruisetradenews.com/can-agents-tempt-new-customers-with-inside-cabins/
- https://www.facebook.com/CruiseTradeNews/posts/with-household-budgets-under-pressure-can-agents-tempt-new-customers-with-inside/1502287901900017/
- https://www.instagram.com/p/DZz-51bsA1Z/
- https://www.cruisetradenews.com/giles-hawke-opens-up-on-celebrity-cruises-move-into-river/
- https://www.instagram.com/reel/DaSm38tyNNo/
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