Crystal Cruises has named Matthias Lira, Head of Sales: Travel Weekly.

Crystal Cruise named Silversea alum Matthias Lira senior vice president of global sales and guest services.

Lira, most recently vice president of passenger services and consumer sales for Silversea, will be based in Miami.

“Matthias Lira is a luxury cruise industry leader with experience in developing relationships across international sales channels, including trade, charter and meetings and incentive groups,” Crystal Cruises President Jack Anderson said in a statement. “He appreciates the incredible value of travel consultants and builds strong relationships, working with reservations and sales support to focus on guest satisfaction.”

Matthias Lira, Crystal Cruises Senior Vice President of Global Sales and Guest Services. Photo credit: Crystal Cruises

Lira has held positions in Silversea’s consumer sales side since 2014. Prior to that he worked in both direct consumer sales and shipboard with Norwegian Cruise Line, where he was Room Service Supervisor and Restaurant Manager.

“I have long admired the creative leadership and vision of Geoffrey Kent and Manfredi Lefvre,” Lyra said in a statement about the owners of A&K Travel Group, which bought the Crystal Cruises brand and its two largest ships, Crystal Serenity and Crystal Symphony. In June. “Under their ownership, I begin a new and very exciting chapter for Crystal Cruises. I am personally committed to rebuilding the travel partner relationships that have made Crystal an industry leader with the best industry support for guests and travel advisors.”

Under A&K, the ships are expected to return to service in 2023 after extensive refurbishment. Lira said he plans to work with the operations side to “bring back the personal service that has built Crystal Cruises’ reputation even higher. More spacious suites and public spaces with fewer guests are designed to offer the best food and service at sea.”