Crystal revamps 2010 pricing

By: Johanna JainchillSeptember 18, 2009 (TravelWeekly.com)

NEW YORK -- Crystal Cruises is advising travel agents to throw out their brochures and promotional materials, because they won’t mean a thing on Monday.

Crystal is completely revamping its 2010 pricing structure, introducing two-for-one fares and onboard spending credits on every cruise and offering free air on many sailings.

The line made the changes in response to a survey of consumers and travel agents about what promotions consumers respond to the most. Crystal conducted the survey in the summer.

Consumers want simple, clean and understandable messages, said Bill Smith, Crystal’s senior vice president. Two-for-one is straightforward and easy to understand. With 65% or 50% off, you still have to do the math.

The research, conducted by the Harrison Group, found that consumers responded most positively to two-for-one fares, followed by shipboard credit, free air and unlimited shore excursions, in that order.

The line is closing its reservations system this weekend to change its 2010 fares.

Crystal said that the new 2010 fares will be about 15-20% lower than comparable 2009 cruises. Free air will be offered on many cruises, as will the “As You Wish” onboard spending credits of up to $2,000 per couple, a promotion Crystal started last winter.

Crystal will also maintain its price guarantee, and said any passenger already booked on a 2010 cruise automatically will be rebooked at the lower fare.

Consumers find it very frustrating when they aren’t protected from later offers when they do the right thing and book early, said Smith.