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| Many river lines carry bicycles onboard for guest use. Tauck guests are shown here, riding bikes in Durnstein, Austria. |
European river cruises often deliver more revenue to agents than do many Mediterranean or Baltic region ocean bookings. Clients also are seeking a different type of vacation to explore the continent. For 2013, many agents believe river cruising is “the hot ticket” to boost sales performance.
In 2008, Travel Leaders Group’s Travel Trends Survey placed European river cruising at only 66th place, but it rose to 21st in the 2011 survey. In 2012, it rose to the 13th slot, and this year river cruising is expected to be in the Top 10. “It is much bigger than it was five years ago,” emphasizes Max Nelson, Travel Leaders, a Tzell branch, in San Jose, CA. “Marketing penetration and the growth of the industry, coupled with the push to sell luxury vacations, has really increased the river cruise market share.”
Soaring European Capacity: Cruise Lines International Association’s 2012 Cruise Industry Update showed 10 percent annual river cruise passenger growth in the past five years. CLIA cited “rapid growth” with most lines doubling their fleet size.
“In general, capacity growth in Europe—across the market—since 2008 has increased more than 95 percent,” emphasizes Patrick Clark, managing director, Avalon Waterways. “The increase in berths in 2013 alone is about 15 percent, compared with 2012, and this growth in berths is primarily for English-speaking markets such as the U.S., Canada, Australia, New Zealand and the UK.”
In the midst of a new ship-building spree, Viking River Cruises will launch 10 190-passenger Viking Longships in 2013 and eight in 2014. That’s on the heels of six Viking Longships introduced in 2012. “The river cruise segment is rapidly growing as more travelers are inspired to experience old destinations in a new way,” says Torstein Hagen, chairman of Viking River Cruises.
AmaWaterways will launch the AmaPrima and the AmaVida this year, on the heels of its AmaCerto launch last year; two more new vessels will launch in 2014. Avalon Waterways will debut Avalon Expression and Avalon Artistry II this year. Uniworld will introduce Queen Isabel on Portugal’s Douro River this year, with two more new European ships launching in 2014. Scenic Cruises launched two ships last year and will debut Scenic Jewel this year.
More berths are also being added via existing European ships re-designated for English-speaking guests. David Morris International is marketing and selling a luxury river cruise product onboard three vessels of A-ROSA Cruises; sailings start in June. Separately, small-ship ocean line Swan Hellenic will sell five new European river cruises for English-speaking guests on A-Rosa ships from May through September this year.
Upgrades Deliver Client Diversity: River cruise sales have increased significantly for every year since 2010 for Denise Petricka of Higgins Travel Leaders, Eau Claire, WI, who says: “Demographics, for the most part, are the reason for it. Many of our clients in the 55-to-75 age group are looking for an alternative to the traditional European motorcoach tour or a deep water cruise. River cruising is perfect for many.”
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| Guests aboard AmaWaterways’ AmaCerto can cruise right through the heart of Europe. |
In the past, river cruising didn’t appeal to young clients or even couples in their 40s or 50s. It was a product for very mature travelers; ships were also basic. In contrast, today’s European river vessels targeted at North Americans are floating boutique hotels with upscale accommodations, savory dining, hotel-style services, multilevel atriums and fitness facilities. Some have small spas, Internet cafés, a pool or even a movie theater.
Simply put, the new ships are a cut above their counterparts of the past and that encourages a broader demographic. “Sales are up,” says Nelson. “We see more clients interested in different cruising venue options. While the majority of our river cruise clients are older, we do see a marked increase in younger clients looking for more luxury options.”
While Avalon Waterways’ average passenger profile has remained fairly static and the bulk of its guests are experienced and educated, the line is experiencing some shifts. “On shorter itineraries of three-, four-, five- and six-night itineraries, we’re seeing younger travelers,” acknowledges Clark, citing time and price as key factors. Enticing younger guests onboard builds a pool of new cruisers who later may book a longer river cruise.
Migration from the Ocean Side: Clark says many river cruise guests are baby boomers with past ocean-going experience, a perspective echoed by Michelle Fee, CEO and co-founder, Cruise Planners, who says river cruisers are often travelers taking their second or third European trip. While they’ve sailed the Mediterranean or Baltic and visited ports around the continent’s fringes, they now want to sail into the heart of Europe.
Sales are booming. Avalon Waterways experienced a 30 percent increase in European river cruise sales in 2012 and for 2013 is showing double-digit growth again. “The largest gains we’re seeing are in individual bookings [FIT] and that’s a recent trend,” notes Clark, but he also adds that “groups are also up for 2013 over 2012.”
As ocean cruisers navigate to river voyages, balconies are a “must” for many. Today’s river vessels have French balconies; full balconies; windows that drop down at the push of a button to form balconies; twin balconies; and expanses of glass doors that slide aside and bring the outdoors into the stateroom.
While river lines don’t typically have kids’ club facilities, “multigenerational travel has increased, particularly to coincide with school breaks and holidays,” acknowledges Clark. Families who place a strong value on exposing their children to culture, art, eco-sites, history and family “experiences” bring their kids, who are happiest if they can quietly entertain themselves onboard with video games, books or toys their parents bring.
That said, two river lines are pushing more for family travelers. Tauck and Uniworld now offer family-designated sailings. Shore trips are designed for family togetherness and fun. Uniworld takes one stateroom out of service, adds a Wii and the room becomes a kids’ activity room.
Other 2013 trends include the rise of culinary, wine and fitness options, and new itineraries throughout Europe. See Part 2 of this story in the Travel Agent’s next issue.