Crystal Cruises said its experiment with low launch prices that are then periodically raised is starting to gain traction.
Under its “Book Now” program, begun earlier this year, Crystal came out with low introductory prices on its cruises but said the rates would only be guaranteed for two months.
After that, prices would be raised on cruises that were booking well. At end of August, Crystal raised prices on 32% of about 100 cruises, the largest number since it began the Book Now program.
“Publishing itineraries and fares as early as we have has been a terrific tool for agents,” said Jack Anderson, Crystal’s senior vice president for marketing and sales. “They really knew 31 cruises went up in price on Aug. 31 and that there will be cruises that go up in price again on Nov. 1.”
The change has led to increased bookings at Crystal, company officials have said.
As part of its new marketing program, Crystal is also broadening the number of travel partners with which it works.
Spokeswoman Susan Wichmann said Crystal has increased its agency count by 9% since this time last year. She declined to say with how many agencies it has active relationships.
Crystal recently opened its late-2015 and early-2016 cruises for booking, in keeping with its effort to be first in the industry with future inventory.
Fares are guaranteed through Oct. 31 on all voyages through May 2016. They will be readjusted depending on demand at the end of next month.
Until then, per-person Book Now fares start at $1,950 for the remainder of 2013, $1,520 for 2014, $2,295 for 2015 and $2,995 for early 2016, Crystal said, with “attractive” air add-ons from more than 90 North American gateways.