Crystal to ‘expand trade reach’ through marketing platform partnership

Luxury cruise line Crystal hopes to “expand” its trade reach by partnering with trade marketing platform Travel Marketing Systems (TMS).

The agreement provides agents with access to marketing assets designed to make promoting its luxury cruise holidays simpler and fully compliant with new DMCC (Digital Markets, Competition and Consumers) regulations.

By integrating with TMS, Crystal will make its campaigns more accessible to independent agents, enabling them to share content across their own channels, including social media, email and in-store displays, according to the line.

Crystal will use TMS to expand its marketing by posting details of global sailings alongside current offers and promotions.

UK & EMEA trade sales vice president Luke Smith said: “We want to make it as easy and accessible as possible for our travel agent partners to sell our exceptional cruise holidays, and joining TMS is another step on the journey to fulfil my pledge to become the most trade-friendly ultra-luxury cruise line in the market.

“The TMS platform is utilised by hundreds of agencies across the luxury and premium travel market, many of whom may not yet have engaged with Crystal.

“This gives us an opportunity to extend the reach of our trade marketing activity, strengthen engagement with agents and gain greater insight into campaign uptake and content performance.

“Ultimately, being on TMS will enable us to attract more agents to Crystal’s offerings and make it easier for them to promote our sailings.”

TMS founder Steve Rushton added: “We’re really pleased to welcome Crystal onto the TMS platform. It’s exactly the kind of luxury product that helps agents start more aspirational conversations with premium cruise clients and strengthen their position in the luxury market.

“Our role is to make that product easy for agents to promote. By turning campaigns into ready-to-use, agent-branded marketing assets, we help agents save time, stay compliant and share Crystal holidays in a way that reflects the quality of the brand.

“It’s a strong fit for what TMS is designed to do - helping operators extend their reach through independent agents while giving agents the practical marketing support they need."