Passenger trends
river cruising 73
Attracting the boomers - The new river cruising passenger -
L
ike other cruise sectors, river cruising is wooing
a wider audience as it updates its fl eet. Maria Harding asks what type of clients are now attracted to river cruising – and how agents can go about bagging more…
Ever-more exotic itineraries, increased product inclusivity and more cruise and stay options are the key river cruise sector trends picked out by industry players and observers. While 65+ is still the age of the majority of
river cruisers, the success of ocean cruising is now attracting younger folk to the sector, says Avalon Waterways General Manager David Binns. “We’re now welcoming younger guests – many of them experienced ocean cruisers who are looking for a different experience,” he says. “Agents can bag more of these lucrative `crossover’ bookings by stressing the strengths of river over ocean cruising – that it provides a more intimate atmosphere than the larger cruise ships with much less queueing to get ashore and take excursions.”
GO FOR THE UPGRADE But he stresses that agents should look beyond the cruise sector completely for new bookers as well. “Many of our new passengers have taken touring holidays in the past and are looking for an upgraded experience,” he says. While Binns notes a trend towards
younger cruises, other observers see the older generation as the crock of gold. “Baby-boomers are the new gap year
travellers,” says Sanctuary Retreats Sales Director Pieter van der Schee. “ The baby- boom generation never had a chance to travel the world when they were young, so – with time on their hands and plenty of disposable income – they want to make up for it now. “And they don’t carry backpacks but want ease and luxury when they go off to explore exotic destinations.”
They also want to take their families along
for the ride. “Multi-generational family groups – long a growth trend in the ocean cruise sector – are now travelling further afi eld. So agents putting together exotic itineraries should suggest a river cruise as the perfect base for all members of the family to explore historic and beautiful locations while enjoying quality time onboard together.”
EUROPE CALLS And it’s not just exotic itineraries which are expanding; today's generation of river cruise passengers are also seeking a more in-depth experience of closer- to-home destinations like Europe, says AmaWaterways UK GM Fay McCormack. “While most river cruises are seven nights’ long, we work with many agents and operators who combine cruises with city breaks or rail-cruise options, to extend the holiday period,” she says, advising agents in search of a bookings boost to brush up on their railway timetables. “Rail has been very successful as Europe’s rail links continue to improve,” she says. “New opportunities are now offered by specialist operators’ rail-cruise packages which combine scenic rail journeys with European city breaks and a seven-night river cruise.” •
sellingtravel.co.uk
AGENTS CAN BAG MORE OF THESE LUCRATIVE 'CROSSOVER' BOOKINGS
BY STRESSING THE STRENGTHS OF RIVER OVER OCEAN CRUISING – THAT IT PROVIDES A MORE INTIMATE ATMOSPHERE THAN THE LARGER OCEAN-GOING CRUISE SHIPS
Main photo: Enjoying a Uniworld river cruise. Above: Alfresco living on a river cruise on the Douro in Portugal
SIMPLE FACT
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