The company profile outlines the features that make passengers satisfied, however, outstanding features alone are not what set this cruise line a part from its competitors. Yes, Crystal has one of the highest staff to passenger rations in the industry. The European trained staff delivers Six-Star service. Extraordinary space has been dedicated to staterooms and the public spaces with extra-wide promenade decks, lavish fitness areas, full-size cinemas, nightclubs, learning centers and gourmet restaurants. These features can be found on many ships, the question is, why does Crystal Cruises continue rank at the top of the industry?
The company's vision is simple: to provide its guests with the finest travel experience available in the luxury service business, not just the luxury cruise industry. In the short time the ships have been cruising, leadership at Crystal have been relentless in developing a strong culture and commitment to staff training, resulting in the highest guest return rate in the industry.
The energy spent on staff to passenger relationships could be the secret to success. Authentic warmth, personal greetings and anticipating each customers needs are implemented. One can relate the emphasis on people at Crystal to Disneyland's emphasis on cast members never breaking character. Or the Mary Kay philosophy where the staff envisions a sign around the neck of all customers saying, "Make me feel important".
Teaching and developing a diverse group cruise ship employees to have authentic people skills is not easy. Crystal's parent company, Nippon Yusen Kaisha (NYK), has developed a training center in the Philippines. The strict policy is maintains all crew must undergo rigorous training for 6 months or longer before being fully deployed. The training system implements the Six-Star Crystal basics, a multi-point credo that addresses attitude, communication, competence, style, safety/environment and execution. Examples are when staff members remember how a guest takes their coffee, how they like the pillow arranged and where they like to sit in the restaurant. Often, travelers remember small acts of kindness and those unforgettable memories make for happy and repeat customers.
The NYK service culture is based on the Japanese principles of kaizen and kaikaku-a belief in continuous improvement and quest for innovation and a radical change. Toyota operates using these leadership philosophies.
High standards for training and a genuine commitment to staff's well-being help develop the sense of inclusion and authenticity on board. Passengers rate the staff high- as high as 95.8%. And Crystal's employee turnover ratio is under 15%, one of the lowest in the luxury resort industry.
Crystal's luxuries, award-winning fleet comprises the 922-guest, 50,000 ton Crystal Symphony and the 1,070-guest, 68,870 tom Crystal Serenity, while sales worldwide itineraries of seven to 100 days. In September, Crystal Symphony will undergo a major multimillion dollar redesign. By the fall of 2009, Crystal Cruises will have invested more that $65 million in its tow ships within a three-year period.
Luxury accommodations create the ultimate travel experience. Most rooms have roomy verandahs; all guest rooms have high end linens, bath robes, slippers, internet, television, twice a day housekeeping and 24 hour room service. Gourmet cuisine pared with a new reserve of 20 rare vintage wines and specialty dinner restaurants featuring famous chefs are noteworthy. Live entertainment, first run movies, shopping, state of the art Feng Shui spa and salon, on board education, unique shore excursions and children's activities add to the Crystal experience.
Repeat cruisers are invited to be a member the Crystal Society loyalty program which entitles members to future savings, stateroom upgrades, onboard spending credits, complimentary cruises, special events and receptions.
For a record 14 years in a row, Crystal Cruises has been voted "World's Beast Large Ship Cruse Line" by the readers of Travel and Leisure magazine. The ultra-luxury line is the only cruise line, resort of hotel to have won the prestigious award each year since the award's inception.
"This award continues to be a tremendous validation of the authentic warmth and professionalism of Crystal's extraordinary staff and our unparallel attention to detail", says President Gregg Michel.