SHOWCASE Ultra-Luxury Cruise Showcase: Nine luxury cruise operators and 86 agents attend three-


Trade’s perceptions of river cruising ‘behind the curve’


U


niworld’s UK boss believes there is still some way to go to change trade


perceptions of river cruising, which is “behind the curve” compared with ocean cruising. Managing director Chris


Townson hopes events such as the first Ultra-Luxury Cruise Showcase will boost agents’ understanding of the sector, in turn leading to increased awareness and sales. “I’ve been in this sector a long


time and have seen ocean cruising change and develop over the years,” he said. “But river cruising is still in the early stages of its transformation. “If we rewind 25 years, people


saw cruise purely as black tie and old people – it was seen as stuffy. Then the likes of Royal Caribbean and Celebrity came along and the whole thing changed.


If you go back 20


years, agents were mis-selling products. Now, 90% really get the differences between the various cruise lines


“In river cruising we’re behind


that curve. The understanding from the trade is still not quite there. That’s why we have to do as many of these events as possible to change that and bring the products to life.” Speaking on board Uniworld’s


Joie de Vivre, Townson said Clia and Travel Weekly were also playing a vital role in increasing the trade’s knowledge about different river cruise lines and their offerings. He went on to praise agents for their role in promoting Uniworld to


their clients, which he described as “our sole business model”. “The cruise industry is really


engaged with Clia and Travel Weekly in educating and working with the trade, and that is working tremendously well,” he added. “If you go back 20 years, agents


were mis-selling products and not quite understanding them. Now, 90% really get the differences between the various cruise lines, which will only be enhanced by this kind of event.” Townson said he feels the


cruise sector has historically been guilty of overmarketing, which can be “confusing” for agents and consumers, and hopes events with a “targeted approach” such as the Ultra- Luxury Cruise Showcase will help distinguish brands’ differences. “We [cruise lines] all talk the same


language, but we each have different USPs and approaches,” he said.


Delegates on Joie de


Vivre . . .


...by the Seine...


EDUCATIONAL AND IMPRESSIVE: AGENTS’ VIEWS


Paul Andrews, The Cruise Line “I loved the all-inclusive element and the excursion to the house Napoleon once lived in, which was really interesting. I learnt lots about various


operators that will mean I’m able to sell them with more confidence. I’d definitely want to come on another showcase if they host another one – it was fantastic.”


Sophie Gauld, Destinology “It was a wonderful opportunity, not only to hear more about luxury cruise lines but because it was my first river cruise experience.


The Uniworld product is incredible; it’s far more


spacious than I expected and I loved the feeling of gliding along the Seine.”


Philippa Whitfield-Edwards, Cruise Circle “I already knew I liked river cruising but this product is a different level. Each element on the ship provides


something spectacular, from the impeccable service to the exquisite food. I think I’ll sell more river cruises on the back of this – they’re such brilliant value for money.”


Linda Taylor, Kuoni “It was really interesting hearing more about luxury cruising. It was my first time on a river ship and I was


really impressed with the facilities and service. I think this event will play a role in changing people’s perceptions of river cruising. I love that the excursions on a river cruise give you a chance to


visit places you might not otherwise have gone to.”


Lesley McDonald, The Travel Village “I thought it was a very good event. As a luxury agent it was great to have the opportunity to experience Joie de Vivre first-hand and to


hear from so many operators at once. It was also a really nice opportunity to get together and see so many friendly faces on board.”


8


6 APRIL 2023


travelweekly.co.uk


PICTURES: Hollie Race; Robin Murray; Uniworld River Cruises


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