Anna Gregori has a long track record of leading marketing, branding, communications and business change teams across multiple industries, including travel, cruises, aviation, pharmaceuticals, consumer goods, finance and boutique communications agencies. She joined Celestyal Cruises in May 2023 to reinvent the brand, marketing and public relations department, and to implement the strategically designed onboard customer experience for the new fleet.
Interview from CruisesNews magazine no. 72 – March 2025
You joined the company in 2023 after the pandemic. What were the main challenges you faced?
I worked in the travel industry during the pandemic, and it was undoubtedly the most challenging period of my career. However, once travel began to recover along with the rest of the world, the experience became both exciting and challenging. The global tourism industry, as well as the cruise industry, was significantly impacted, and one of our main objectives was to rebuild confidence in travel. We quickly realized that the return of demand was strong and that many customers were looking for more immersive, enriching, and high-value experiences.
The demand for cruises is strong: global cruise capacity is projected to grow by at least 10% between 2024 and 2028 to meet this increasing demand. At Celestyal, we now cater not only to seasoned cruisers but also to travelers curious to try this form of tourism, drawn by the prospect of waking up in a new destination every morning, as well as to a growing number of multigenerational families.
There is also a growing trend among modern travelers who desire a fully immersive journey. As a post-pandemic effect, tourists no longer simply want to visit a place; they want to see it, learn about it, and experience it in depth. This shift aligns perfectly with Celestyal's philosophy of creating authentic, culturally enriching, and unforgettable experiences both at sea and on land.
We have adapted to these needs by highlighting the unique advantages not only of cruises in general, but of mid-sized ships in particular, which offer access to lesser-known destinations, more personalized service, and a more intimate onboard experience. Another focus has been on enhancing our digital presence and communication strategy to ensure our narrative resonates with both our existing customers and the new generation of travelers.
We've become considerably bolder. We've positioned ourselves as a challenging brand in the market over the past few years, renewing our fleet in less than twelve months and expanding into new regions, such as the Arabian Gulf and the Adriatic, which has again brought us new audiences and different cultural expectations.
We welcome over 140,000 passengers a year from more than 130 nationalities, so we are truly a multicultural cruise company and must speak the language of each of our diverse audiences.
Celestyal has changed in recent years. What is the company like now, and what have been the main changes?
Celestyal has undergone a significant transformation in recent years, especially as the pandemic receded. We have focused on expanding our global reach while simultaneously enhancing the customer experience to meet the evolving demands of modern travelers. At Celestyal, we have a clear vision: to create unforgettable experiences, both at sea and on land.
To achieve this, we have invested significantly in renewing our fleet, welcoming the Celestyal Journey in September 2023 and the Celestyal Discovery in March 2024. Both ships have undergone extensive, multi-million dollar refurbishments, the most recent earlier this year. These two new additions to our fleet continue to offer the warm, midsize hospitality for which we are known, but with significantly enhanced accommodations, a substantial increase in our inventory of premium suites and balcony staterooms, and optimized social spaces tailored to our target audience.
We've also expanded our network to meet growing demand. Now our entire fleet operates globally year-round with two main seasons: a winter program in the Arabian Gulf (December-March) and a summer season focused on Greece and the Mediterranean (March-November). We know we sail the Greek Islands and the Mediterranean like no one else, and we've also proven we can bring the Celestyal magic to the Adriatic and the Arabian Gulf, with highly successful inaugural seasons in these new regions.
Our customers asked us for more destination and itinerary options to keep choosing us, so we launched our new routes: Sublime Adriatic, Amazing Desert, and Iconic Arabia. 86% of our passengers tell us they would sail with us again, and we want to make sure they always have a reason to do so.
We constantly listen to our guests and partners, and in response to their feedback, we've introduced Celestyal One, a simplified fare package that replaces our previous fare options. Celestyal One includes the cruise fare, complimentary essential Wi-Fi for all guests, all-day coffee, tea, water, and juice, as well as unlimited complimentary soft drinks in the main restaurants during meals. In addition, the package covers port fees, taxes, and crew gratuities.
We've also listened to our guests about the confusion caused by the previous onboard beverage packages. In response, we've simplified our options by removing all beverage packages and replacing them with a prepaid food and beverage wallet called CelestyalPay. Guests can use CelestyalPay for any food and beverage purchases not included in the fare. They can add funds to their account during their trip or preload their balance before sailing, with the added benefit of receiving up to €250 in complimentary beverages and dining experiences.
Our inaugural season in the Arabian Gulf was so popular that we had to extend the season
We are also committed to offering exceptional dining options. Our satisfaction ratings reflect that our guests already enjoy the quality of the cuisine at our included restaurants. To further enhance this experience, we have invested in new dining options at no extra cost on board. In addition to the main restaurant, Thalassa, and the taverna-style buffet, guests can now enjoy authentic Greek cuisine at our poolside Greek Deli or indulge in a slice of freshly baked pizza at our Pizza Oven in the afternoon, ensuring a delicious choice for every occasion.
At Celestyal, we are passionate about delivering exceptional value in every aspect of the guest experience, whether in terms of time, money, or overall enjoyment. Our new streamlined approach provides more all-inclusive amenities, greater flexibility, and outstanding value. With these strategic enhancements to our fleet, itineraries, and services, we are well-positioned for continued success and look forward to welcoming repeat and new guests aboard in the years to come.
What can you tell us about the fleet and your plans to acquire new ships?
Our fleet consists of two midsize boutique ships, Celestyal Journey and Celestyal Discovery, both of which have undergone significant renovations to enhance the guest experience. The most recent was the complete refurbishment of our newest ship, Celestyal Discovery. These enhancements include the addition of 47 new cabins, increasing the ship's capacity by 7.4%. Highlights include the two luxurious Grand Horizon Suites, which feature spacious balconies and a prime location overlooking the bridge. In addition, we have added 30 new Junior Dream Suites and 15 spacious Cosmos Cabins, further elevating the onboard experience. While we currently have no immediate plans to acquire new ships, we are constantly evaluating new opportunities based on demand.
Celestyal has always had a strong connection with Spanish-speaking countries, not only because of the product itself, but also because of the crew, which includes many members from Cuba and other Spanish-speaking countries. Is this still a strength?
Yes, this remains a strength for Celestyal, and we proudly maintain a strong Cuban and Hispanic influence among our crew members on board both ships. Crew members from Spanish-speaking countries continue to play a key role in our success, bringing a wealth of cultural richness and creating a welcoming atmosphere on our cruises. This is especially valuable for our Spanish-speaking guests, who appreciate the connection with a crew that shares their language and culture. Our relationships with these communities remain a fundamental element of our success in the market.
What are Celestyal's main source markets and what are its short-term objectives?
The nationality of our guests reflects the diversity and international nature of our cruise community. This variety enriches the onboard experience, creating a vibrant and inclusive environment for passengers from different cultural backgrounds.
Regarding our market distribution, the majority of our guests come from North America, representing almost half of our passengers on board. Western Europe, including Spain, is our second largest market, with approximately a quarter of our guests originating from this region. Passengers from Australia and New Zealand account for almost 10%, followed by the South American market.
Our goal is to offer immersive, top-quality experiences, ensuring that Celestyal remains a preferred choice for travelers worldwide.
The company has always been very focused on selling a Greek product. Is this still your focus?
While Greece remains at the heart of our offering, our commitment to showcasing a wider Mediterranean and expanding into new regions like the Arabian Gulf demonstrates our evolution as a global cruise brand. The warm hospitality that is part of our heritage remains fundamental to our identity and influences everything we do, from the destinations we visit to the onboard experience. It's in our DNA—the ancient Greek tradition of hospitality known as "philoxenia."
However, we have worked diligently to diversify our portfolio and attract a wider audience by offering exciting new destinations. We are proud of our roots, but also excited about the future and the new opportunities that await us as we broaden our horizons.
The “3 Continents” itinerary was one of our most awarded, and the war in Israel forced us to rethink itineraries such as Qatar and the Middle East in general. How has the public reacted to these changes?
While the geopolitical situation, including the conflict in Israel, prompted us to reassess some of our itineraries, we have adapted by introducing new regions such as the Arabian Gulf and the Central Mediterranean, along with exciting new destinations like Ras Al Khaimah. These changes are a direct result of the valuable feedback we received from our guests and partners. Our inaugural season in the Arabian Gulf was so popular that we had to extend the season to meet demand; the support has been overwhelming and heartwarming. Our guests have responded positively to these adjustments, appreciating our flexibility and commitment to providing safe, alternative, and culturally rich experiences. Our focus remains on delivering unforgettable experiences, and we will continue to listen to feedback to further enhance our itineraries.
How would you describe the Celestyal product, and what are the main differences compared to other brands in the same segment?
We are a quality, four-star, midsize cruise line, offering the warm hospitality of our heritage combined with the perfect blend of itineraries. From three- and four-night getaways to longer seven- and fourteen-night voyages, we are confident that we always deliver unforgettable experiences. Our specialty is designing itineraries with an irresistible mix of iconic destinations and hidden gems, and wherever we sail, our curated itineraries are filled with memorable moments. Guests can choose between a three- or four-night voyage that offers the experience at a faster pace, or a seven-night or longer voyage that is more relaxed.
The Celestyal difference is evident from the moment our guests are warmly welcomed on board. Our hospitality is unmatched, with a crew-to-guest ratio of over 2.5:1. Guests become part of our family during their vacation, greeted by name by their favorite waiter and host each day. We have 32 nationalities among our crew, and 40% speak two to four languages in addition to their native tongues.
And we know our guests' time is valuable. Thanks to our regional expertise and boutique fleet of midsize ships, we prioritize visiting as many ports as possible, from iconic destinations to less-traveled ports accessible to only a select few. Whether our days include one or two ports, late stays, longer days, or overnight stays, our flexible itineraries ensure our guests experience as much as possible, for as long as possible. Our immersive itineraries are destination-focused and designed for the culturally curious. Because we are homeported in one of the two dream regions we explore, we pride ourselves on our exclusive, award-winning, locally inspired shore excursions that go beyond the tourist trail—experiences only those with a deep understanding of the local landscape can offer. Onboard, our cultural activities and experiences are crafted by our crew's expertise, designed to connect with the local culture and bring our guests closer to the shores we sail.
Celestyal is known for offering exceptional value. Unlike traditional floating hotels or mega-cruise ships, we prioritize a more immersive and personalized experience at an affordable price. Our Celestyal One fare includes meals, beverages (tea, filter coffee, water, and juices in the main restaurants, and soft drinks on tap during meals), Wi-Fi, entertainment, gratuities, and port taxes, ensuring guests enjoy a hassle-free vacation with no surprise costs. Our competitive pricing offers a highly inclusive boutique cruise experience with a focus on destination immersion, high-quality cuisine, and authentic shore excursions—all without the added expense of multiple extras.
Above all, as is our heritage and custom, we welcome friends and strangers with open arms. Our mid-sized ships mean our hospitality feels naturally attentive, with a multilingual and multicultural crew always on hand to offer a personalized experience that will make our guests feel at home from the moment they step aboard. Our passion is helping create lasting memories, and we're confident our guests will love what we do. In fact, 95% of our guests tell us their cruise met and exceeded their expectations, and 83% would like to come back.
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