River Cruising
On a rising tide S
With experiential offerings, bigger vessels and pairings with activity companies, the river cruise industry has broadened its appeal significantly. By Geri Bain
ipping drinks at a swim-up bar, zip-lining, kayaking and kid-friendly excursions aren’t what most people
associate with river cruising, but these are among the features helping broaden its appeal. Perhaps this is why both Cruise Planners and Avoya Travel have reported double-digit growth in river cruising year-on-year. Te 2017 Virtuoso Luxe Report ranked
river cruising as the third Top Travel Trend, just behind multigenerational and active/ adventure. Tis makes sense, since the Virtuoso survey identifies the top travel motivators as: exploring new destinations; seeking authentic experiences; rest and relaxation; and personal enrichment — all natural attributes of river cruising. Now, with a proliferation of options in types of accommodations, on-board amenities and immersive excursions, plus a growing number of themed departures, from wine and food to literature and cycling, river cruising is beginning to mimic ocean cruising in catering to diverse niches and demographics. Much of the differentiation has come
through new builds. CLIA’s 2017 State of the Cruise Industry Outlook reported that the year started with 184 river cruise ships, with 13 new vessels planned — an increase of seven
percent. And that’s on top of 18 new vessels in 2016. While river boats can’t compete with mega-ships in terms of theme park-like amenities and gala entertainment, many are adding more of what cruisers actually value. In CLIA’s 2017 Cruise Travel Report, 63 percent of those surveyed said they wanted suite and balcony cabins, while 46 percent said internet access. Both are increasingly available, along with other popular amenities, including health clubs, pools and Jacuzzis.
Child’s play About 42 percent of cruisers travel with
kids under 18, according to the CLIA survey. However, a lack of adjoining or three- and four-berth cabins, or kid-oriented activities, historically made travel agents hesitant about sending young families on a river cruise. “With companies such as AmaWaterways
collaborating with Adventures by Disney and providing connecting cabins, and Tauck Bridges’ program which offers third berths in certain categories, and programming specifically geared towards families, we’re seeing more opportunities for multigen trips,” said Michael Consoli, an Atlanta-based Cruise Planners franchise owner whose river cruise business grew by 30 percent last year.
Mary Bingemann, owner of Mary
Bingemann Travel, an Avoya affiliate, also sends many multigen groups on river cruises and often arranges special events and dinners for them. “However, river boats have limited capacity, so availability can be a challenge. I urge groups to book as early as possible; some book next year’s gathering before they leave the ship and go their separate ways,” she said. Bingemann also keeps her eyes peeled for
sailings that waive the upcharge for singles. “I have repeat clients who wait for those. Sometimes, friends and family groups want to sail together but not share cabins,” she said.
Actively courting a younger set Tose who think river cruising is, by nature,
passive and sedentary are behind the times. While AmaWaterways has long promoted its pioneering fleet of bicycles, and its partnership with Backroads, other lines have been jumping aboard with active touring and other amenities targeting millennials. Avalon Waterways’ ‘Active Discovery on
the Danube’ program was so popular that it added Active Discovery on the Rhine for 2018, reported Terri Burke, managing director. “Tose who’ve already sailed on the Rhine may want to return since this itinerary features ▶
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