Crystal Cruises's Slogans & Taglines

Crystal Cruises is an American luxury cruise line founded in 1988 as a subsidiary of Japanese shipping corporation Nippon Yusen Kaisha (NYK). Headquartered in Los Angeles, California, the company launched its first vessel, Crystal Harmony, in 1990, establishing a new category of large-scale luxury cruising. The fleet later expanded to include Crystal Symphony and Crystal Serenity, earning more "World's Best" awards than any other cruise line. In 2015, Genting Hong Kong acquired the brand for $550 million, initiating expansion into river cruises, yacht cruises, and luxury air travel. Following the parent company's collapse in 2022, Abercrombie & Kent Travel Group rescued the brand, relaunching it in 2023 as Crystal with extensively refurbished ships.

Core offerings include all-suite, all-veranda ocean cruises with butler service, Michelin-inspired dining including Chef Nobu Matsuhisa's Umi Uma, and all-inclusive fares covering beverages, gratuities, and Wi-Fi. Brand messaging has evolved from the classic differentiation The difference is Crystal clear to the 2012 campaign Begin a new story. In 2019, the company adopted Where Luxury is Personal, and following its 2023 relaunch, embraced Exceptional at Sea as its defining promise.