Abercrombie & Kent (A&K) and Crystal Cruises are making a concerted push to expand their footprint in the fast-growing Asian luxury travel market. According to Michelle Mickan, Vice President of Marketing for both brands, the region’s potential is undeniable, with a surge in demand for high-end cruise experiences.
“The growth in the ultra-luxury cruise market over the last two to three years has been really strong, hence why we now have a team up here,” said Mickan, speaking at a recent media roundtable in Bangkok. She noted that Asia is quickly becoming as significant a market as Australia, with a particular focus on fly-cruise packages to destinations like the Mediterranean.
While cruise market penetration in Asia lags behind the West, Mickan is confident that A&K and Crystal can successfully cultivate a new generation of affluent travelers. “It’s all about creating a brand in this market – it’s a huge education piece. We’re working closely with luxury agents in-market to build the brand and highlight Crystal’s offerings, especially the culinary and enrichment experiences that resonate with younger, sophisticated travelers.”
Since acquiring the Crystal brand and ships in 2022, A&K has invested heavily in full-scale renovations and a comprehensive brand reboot. Abercrombie & Kent has rebuilt everything from the website to the ordering systems, while also refurbishing the ships and re-employing the original Crystal Cruises crew.
“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. Remarkably, around 90% of the original Crystal crew returned, a testament to the brand’s loyalty and the emotional connection the staff felt with the company.
“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. They want to be back with the guests; they want to be back on board,” Mickan commented.
Looking ahead, Mickan teased upcoming synergies between A&K and Crystal that will further blur the line between land and sea luxury. “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,” she summarized, hinting at a “new type of journey” set to launch next month.
With their sights set on capturing a new generation of ultra-high-net-worth travelers, A&K and Crystal Cruises are doubling down on Asia, armed with a winning combination of hospitality expertise, brand loyalty, and a vision for the future of luxury travel. As the region’s affluent demographics continue to swell, these industry powerhouses are poised to make waves in the burgeoning Asian market.
