ON LOCATION CLIA River Cruise Convention
THE THIRD ANNUAL RIVER CRUISE EXPO TOOK PLACE IN COLOGNE ON THE BANKS OF THE RIVER RHINE (NOVEMBER 16-18). TWELVE RIVER CRUISE LINES EXHIBITED AT THE SHOW AND SIX OF THESE PROVIDED SHIPS FOR DELEGATES TO EXPLORE AND SPEND THE NIGHT ABOARD. LAURA GELDER REPORTS FROM THE RHINE
T
here were 190 delegates at the convention this year, a 19% increase over 2012's 160 agents
– and with just 15 'repeat visitors'. Cologne 2013 kicked off with a trade show and the chance to speak to each cruise line, followed by lunch on CLIA- member A Rosa's ship Aqua. Conference speakers included CLIA UK & Ireland Director Andy Harmer; co-founder of eWaterways, Daniela Wagner; The River Cruise Line's Head of Sales, Paul Sharp; Lueftner Cruises' owner,
Wolfgang Lueftner; and writer
and cruise expert Graeme Payne. THE STATISTICS: Harmer revealed that river cruise is the fastest-growing segment of CLIA, with 15 members to date representing a 14% year-on-year growth over 2012. Final 2013 figures for cruising aren't yet available, but river cruisers were up by 12% in 2012, with 70% filling ships on European rivers (the Rhine/Moselle being the most popular). WHO TO SELL TO: According to Harmer, river cruising is no longer the preserve of the 70-plus traveller; rather it is the baby boomer generation agents
should be selling to. Born between 1946 and 1964, this segment is responsible for 50% of consumer spending in the UK and 80% of all cruise purchases.
"They are the wealthiest, most active, and most physically fit generation of consumers ever," said Harmer, who revealed the 'profile' of this target
customer: "They see travel as a necessity – not a luxury, seek off the-beaten track destinations and new experiences." He also urged agents to not discount social media to attract boomers, adding: "They need experts who know the destinations and understand the different experiences." NEW CLIA MEMBERS: Riviera Travel began selling to the trade 18 months ago, having previously sold in reader travel offers. Agency Sales Manager Joseph Grimley said: "We're the biggest escorted tour operator to Europe in the UK with the second-largest capacity after Viking." Riviera, which is
tailored to the British market, also offers Mekong cruises and operates a full-board service, including meals and excursions (but not drinks). "Our customers don't
want to be tied to the boat
"IN THE FUTURE WE'LL SEE
MORE CRUISES ON INDIA'S
BRAHMAPUTRA, THE UPPER
IRRAWADDY AND MORE RIVER
COMBINATIONS”
DANIELA WAGNER, CO-FOUNDER, EWATERWAYS
72 December 2013
www.sellinglonghaul.com
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