Luxury cruise line Crystal has appointed Sarah Barr from rival Silversea as senior marketing manager for the UK and Europe.

Barr, who will be based in London, will be tasked with driving the brand’s marketing strategies and boosting brand awareness as it pursues further growth.

She worked for Silversea for almost nine years, most recently as UK & Ireland senior marketing manager.

Kate Thompson, senior vice-president of global marketing strategy at A&K Travel Group, which acquired Crystal in 2022, described Barr’s appointment as “pivotal”.

She added: “Her proven expertise will be instrumental in showcasing our commitment to being ‘Exceptional at Sea’ across our key pillars: personalised service, exquisite dining and unforgettable onboard and shoreside experiences.”

Crystal said Barr was joining at a time of “innovation and expansion”. During this period, the cruise brand is seeking to expand its land-based offerings through its partnership with Abercrombie & Kent.

“As we introduce new inspiring itineraries and expand our collaboration with Abercrombie & Kent, Sarah’s insights will help us communicate our unique value proposition to discerning travellers,” added Thompson.

Barr said: “Crystal’s dedication to guest satisfaction and continuous innovation aligns perfectly with my passion for the industry.

“I look forward to contributing to Crystal’s growth trajectory and helping to showcase its exceptional offerings to travellers across the UK and Europe.”