Crystal Cruises has appointed Matias Lira as senior vice-president of global sales and guest services.

Jack Anderson, president of Crystal Cruises, described Lira is a “luxury cruise industry leader” with “expertise in developing relationships” in global sales channels.

He continued: “He appreciates the incredible value of travel advisors and will build strong relationships, working with reservations and sales support to keep the focus on guest satisfaction.”

Lira will be based in  joins after more than eight years at Silversea Cruises, which he joined after leaving Norwegian Cruise Line in 2014.

Lira said he aimed to “bring back the personalised service” that helped Crystal Cruises under its former ownership and added that he admires the leadership of new owners Geoffrey Kent and Manfredi Lefebvre.

“Under their ownership, Crystal Cruises is beginning a new and very exciting chapter. I am personally committed to rebuilding the travel partner relationships that made Crystal an industry leader and a favourite of guests and travel advisors alike with best in industry support.”

Read more: Crystal Cruises brand and two ships acquired by A&K Travel Group Ltd