Crystal is entering 2026 with strong commercial momentum, high guest satisfaction and renewed confidence from both guests and the global travel advisor community, marking the next chapter in the brand’s carefully considered revival. From a UK perspective, bookings are currently up 67% year on year as of 21st January 2026.
Following its acquisition by A&K Travel Group in 2022, Crystal has undergone a methodical and highly visible transformation. The brand’s two ships, Crystal Serenity and Crystal Symphony, returned to service in 2023 after extensive multi-million-dollar refurbishments, re-emerging with larger, refined suites, enhanced public spaces and a renewed focus on space, service and sophisticated elegance.
2025 marked Crystal’s second full year of operations, representing an important period of stabilization and growth. During the year, the brand achieved net positive profitability, a foundation that continues to translate into strong demand. Looking ahead to 2026, Crystal enters the year from a position of strength, with bookings tracking ahead of prior years and a clear concentration of demand across its most sought-after itineraries. The 2026 Asia season is sold out, Alaska is approaching capacity and the Mediterranean and Northern Europe continue to perform strongly. Select sailings remain available, particularly on summer and autumn voyages, including in The Americas and Caribbean and Europe and the Mediterranean.
Matias Lira, senior vice president, trade sales – Americas, UK & EMEA, comments: “For more than three decades, Crystal has represented a very particular standard of luxury at sea. What we are seeing now is the result of deliberate investment in the things that matter most to our guests: space, service, thoughtful design and experiences that feel genuinely enriching. The momentum heading into 2026 reflects both the strength of our heritage and the relevance of the Crystal experience today.”
Luke Smith, vice president, trade sales UK & EMEA, adds: “It is great to see the demand for Crystal from the UK market and to see just how much the UK trade are engaging with the product. Our loyal guests and trade partners are so enthusiastic about the forthcoming launch of Crystal Grace and we are excited for the year ahead.”
A refined expression of elevated travel, grounded in heritage
Long regarded as the grand dame of luxury ocean cruising, Crystal offers an experience that feels closer to staying in one of the world’s greatest hotels than a conventional cruise. With one of the highest guest-to-space ratio at sea and nearly one crew member per guest, life onboard is defined by calm sophistication, intuitive service and a sense of being genuinely looked after.
Dining remains a cornerstone of the Crystal experience, with nine restaurants across the fleet, including Umi Uma, the only dining venue at sea by chef Nobu Matsuhisa, the ocean’s only Beefbar in collaboration with visionary restaurateur Riccardo Giraudi, and a specially curated Osteria d’Ovidio menu by three-time Michelin-starred Italian chef Massimiliano and celebrated restaurateur Raffaele Alajmo. Additionally, each vessel offers Le Casino de Monte-Carlo, created in partnership with Monte-Carlo Société des Bains de Mer. Wellness and enrichment are equally integral, from the Aurōra Spa to Broadway-standard entertainment and thoughtfully curated cultural programming.
Abercrombie & Kent partnership
Crystal’s pioneering partnership with sister brand Abercrombie & Kent, brought to life through the ‘By Abercrombie & Kent’ programme, continues to set the brand apart, extending the experience far beyond the ship. Throughout 2025, Crystal significantly expanded this portfolio of A&K-curated journeys, integrating immersive shore experiences, overland adventures and pre- and post-cruise extensions directly into its itineraries.
Additionally, the brands announced a transformative new chapter for A&K’s Expedition Cruises division through a strategic partnership with Crystal collaborating to deliver A&K’s celebrated cultural voyages aboard Crystal’s award-winning fleet. The initial August 2026 sailing sold out within weeks and 10 more voyages are scheduled for 2027.
Continued investment and industry recognition
Crystal’s momentum in 2025 was further reinforced by continued investment in the fleet, including a drydock for Crystal Symphony in late 2025, focused on further refining guest suites, public spaces and technical systems to enhance both comfort and sustainability.
The brand’s evolution has also been validated by industry recognition. In 2025, Crystal was named the Top Midsize-Ship Ocean Cruise Line in the Travel + Leisure World’s Best Awards, a title the brand held for nearly 30 consecutive years prior to its pause and relaunch.
Looking ahead: Crystal Grace and the future fleet
Crystal’s confidence in its long-term future is underscored by the announcement of Crystal Grace, the brand’s first new ocean ship in 25 years, scheduled for delivery in May 2028. The 650-guest, all-suite vessel will represent a natural evolution of Crystal’s design and service philosophy, with generous public spaces, world-class dining and one of the highest crew-to-guest ratios in the segment. Crystal Grace’s 2028 inaugural season is set to go on sale in April 2026.
