Catching Up with Crystal’s Matias Lira – Part 1

Going into its third full year of operating as a division of A&K Travel Group (AKTG), Crystal (formerly Crystal Cruises) has gone from a period of excitement and skepticism to one of pure excitement. TMR caught up with AKTG’s senior vice president of sales distribution and commercialization, Matias Lira to talk about how things have changed since the brand relaunched in 2023 and what he’s most excited about.

In part one of our interview, he talks about overcoming headwinds, including finding ways to reassure the trade, and explains how he believes Crystal is different from other luxury cruise lines.

(In part two, Lira talks about how Crystal’s relationship with A&K Travel Group gives it an advantage, what he’s most excited about for Crystal Grace, and why Crystal’s itineraries for 2026 and forward are the best the line has offered since the restart.)

Overcoming Headwinds

“When we purchased Crystal, we were well aware that it has such a synonymous name to luxury, to excellence and wonderful service and food,” Lira said, adding they also knew it had a massive following among its Crystal Society guests.

But they were also aware they were going to be encountering some headwinds.

“2023 was very much a ‘Is it really go to be Crystal?’ year. 2024 was also a ‘Let me sit on the sidelines a little bit longer to make sure it truly is Crystal.’”

Part of the issue keeping some past Crystal guests away was that they’d already booked sailings with other cruise lines.

“Many of them, after the bankruptcy in January 2022, they found alternate homes for their immediate sailings. Through ’23, ’24 and even into ’25, it was difficult to gt them back onboard because they had other commitments,” he explained.

But slowly, but surely, Lira told TMR, “the headwinds have slowed down from 50 mile an hour winds to two, three mile an hour winds,” and 2025 was “phenomenal” year.

In fact, Lira said, AKTG estimates that at least 80% of Crystal Society members that are able to travel have returned to Crystal at this point.

“Having it be just our second full year of operation and finishing net positive EBITDA was incredible for us.”

This year, he added, is looking extremely bright, as well.

Reassuring the Trade

Past cruisers weren’t the only ones hesitant to embrace the new Crystal right out of the gate, though some had little choice because their clients – past Crystal Society members – were asking for it.

AKTG had three things – what Lira called the “perfect trifecta” – in its favor to assuage advisor doubts.

For one, the strength of the Manfredi Lefebvre name, along with AKTG’s reputation.

“They see the financial stability, the financial strength, and the persona that behind it all is such an industry legend. That was the number one confidence builder,” he said.

Second, despite not being required to do anything, Lefebvre and AKTG chose to spend millions to make travelers who had lost money during the bankruptcy whole with the Exceptional Initiative, which provided any guest who had lost money with Crystal a series of credits that could be applied to a future Crystal cruise.

And number three, AKTG restored the brand “to its former glory,” by bringing back more than 90% of its previous crew.

“That perfect trifecta of financial confidence, making people whole and limiting the resentment, and restoring the brand to its original glory is what really led the travel advisors to come back on board,” Lira said.

Differentiating Crystal from the Luxury Pack

With lots of new entrants into the luxury cruise segment since Crystal’s return, TMR asked Lira how the brand is different from other brands.

At a price level, he said, Crystal falls in line with brands like Silversea, Seabourn, Regent Seven Seas, and Explora Journeys.

“But at a service delivery level, we’re a class of one,” he said.

His favorite way of putting it? Crysal is where legacy meets luxury. While the built-by dates go farther back, the ships have been so thoroughly refurbished, you’d never know it. Crystal Symphony, for example, has been 90% refurbished. Crystal Serenity is at 78% refurbished and will be going into dry dock this fall for yet more renovations to rooms and public spaces.

He compared trying to decide between Crystal and anther cruise line to looking for a hotel in London.

“You have the option of staying at a Rosewood or Mandarin Oriental. Those are beautiful, brand new, shiny hotels. But then you have The Dorchester. The Dorchester has soul to it. It has history, a more ornate kind of style. Choosing Crystal is like choosing a hotel with heritage and prestige, the likes of a Ritz or Dorchester.”

Ultimately, as any good travel advisor knows, choosing between Crystal or another brand comes down to listening to your clients.

“You can’t just accept your client saying, ‘I want to go on this brand.’ You have to understand what your client is like. What makes them spark?”