CONFERENCE Clia RiverView Conference 2025: More than 600 delegates hear sector’s latest


River cruising ‘must do more to attract families’


R


iver cruise is no longer “a niche product” but the sector must do more to attract families,


according to industry leaders. AmaWaterways co-founder


Kristin Karst said river cruising had historically “always been an afterthought” to ocean cruising but that this was no longer the case. She said: “It is no longer this niche


product only for retired people. It is now for everyone, and it will be even more so in the future, which is why it is so important to always attract the next river cruise customers.” A-Rosa managing director Lucia


Rowe echoed this sentiment, saying the line had “targeted and embraced” the family and multigenerational market in 2024 and this had “paid off”. She said the trend was evident


across the sector and that she was “absolutely convinced it is here to stay”, adding that river cruise passengers were “coming out of the mainstream”. Barrhead Travel Group managing director Nicki Tempest-Mitchell said


It is no longer a niche


only for retired people – it is now for everyone and will be even more so in the future


she had seen “significant growth” in river cruise sales since 2023, when the group increased its focus on the sector. However, she highlighted only


three out of the thousands of bookings made across the group since then had included children. She added this segment could be


an “opportunity to target” if operators had a specific offering. Tempest-Mitchell added there


was “not enough TV [advertising]” from the sector, calling on operators to up their marketing efforts to entice more families. In another conference session,


agents were encouraged to stop focusing on age when selling river cruise and instead on the onboard


experiences and inclusions offered. Several panellists revealed the


average age of river cruise passengers was coming down and emphasised clients were “more active” than they used to be. Stuart Milan, vice-president of


international sales and trading director at Riviera Travel, said the average age for both its river cruise and touring brands was getting younger. He added: “It is coming down because the onboard experience is changing – clients are more active now.” Jonathan Davies, head of


sales at sister brands Scenic and Emerald Cruises, agreed that “a higher percentage” of customers, and particularly new cruisers, were requesting more-active tours. He said the brands were


“seeing value” from customers who previously booked city breaks or five-star all-inclusive holidays, and stressed the importance of agents talking about river cruise inclusions to clients, from excursions to “basics” such as food and drink.


Clia to host its inaugural River Cruise Day on April 3


Clia will hold its first dedicated River Cruise Day on Thursday, April 3. The day will feature training opportunities such


as webinars with suppliers and live events, and a new online module about the full length of the Danube will be made available to agents. River lines have been encouraged to


provide tailored promotions and assets to the trade for the day. Andy Harmer, Clia UK and Ireland


managing director, told attendees: “This is a great opportunity for you as sellers of river cruise to talk to your


10 13 MARCH 2025


Andy Harmer


customers about the great things that river cruise offers, particularly if they have never river-cruised before. “Please use this day, when the whole sector will come together, to showcase what availability, news, and exciting innovations and initiatives are available on our rivers.” Applications will also soon open


for the next intake of Clia’s six-month River Cruise Champion programme, which is due to start in November. Additionally, registrations will open


in the summer for Clia’s River Cruise Forum on October 23 in Glasgow.


Lines report upturn in


Solo travellers are one of the fastest- growing demographics booking river cruises, delegates heard. Riviera Travel’s Stuart Milan said this


type of customer was the line’s “biggest” for growth, prompting it to add “a lot more capacity” to its solo programme for 2025 and 2026. He added: “A solo traveller doesn’t


necessarily mean someone who is single – many are in relationships but want to do something different for themselves.” Kristin Karst, co-founder and chief


brand ambassador at AmaWaterways, revealed solo travellers made up 15% to


Delegates listen to conference moderators Andy Harmer, Clia, and Lucy Huxley, Travel Weekly


Kristin Karst


travelweekly.co.uk


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