River Cruising isn’t what it used to be. As an increasingly diverse array of travelers board ships in Europe and around the world, river cruise companies continue to introduce new experiences and services — and travel advisors are reaping the rewards with new sales opportunities.
One of the most noteworthy shifts in the marketplace, according to many observers, is the profile of the average river cruiser. “There's a noticeable trend towards a younger demographic in river cruising,” said Michael Graham, president of MGA Travel in Myrtle Beach. “For example, on a recent Avalon Waterways cruise, there were couples in their 20s and 30s among the passengers. This trend is even more evident on Avalon's Active and Discovery cruises, where I've observed the youngest demographic to date.”
Lina Sutton, owner of Go Wander Travel Co. in Stevens Point, Wisconsin, has also noticed a trend toward more diverse demographics. “I've witnessed an uptick in river cruising interest among my Millennial and Gen X clients,” she said. “It’s exciting to see that river cruising is now attracting a broader audience, including younger travelers, solo travelers and even families with older children.”
The surge in family bookings may be the result of general societal trends, according to Ashley Taylor, senior travel advisor at Key to the World Travel in Concord, N.C. “People are waiting until they’re older to have children now,” she explained. “They’re having kids in their late thirties and early forties, so by the time they’re ready to start traveling with their kids, you’re hitting that market of what river cruising was, just as you’re getting closer to retirement age. But people have younger children now.”
“There’s a huge market out there for river cruising with families, if [the cruise lines] expand more into that market,” Taylor added. “But they’re going to have to get creative.”
What River Cruisers Want
Regardless of age group, Sutton says that the interests of river cruise clients have shifted, and suppliers have responded. “River cruise companies are now placing more emphasis on immersive and cultural experiences, as well as active exploration,” she said. “They’re going beyond the standard walking tours and offering everything from hiking to cooking classes to wine tastings.”
Taylor also says that clients are looking for more immersive activities on river cruises. “People are really interested in the active stuff and getting out there and seeing and doing thing with locals,” she said. “Cooking classes that really get into the culture are what people are interested in. The standard walking tours are nice, but people want a little more than that.”
The Importance of Innovation
Future success for the river cruise industry lies in its ability to gauge the evolving tastes of the traveling public, according to Graham. “Continued innovation and reinvention are crucial for river cruise lines to expand their business,” he said. “This approach includes updated marketing strategies, more diverse itineraries, better entertainment options and accommodating solo travelers and those with mobility challenges. Maintaining close relationships with travel advisors to understand what all guests — particularly younger ones — actually want is also vital.”
Sutton agrees about the need for innovation. “If the river cruising industry wishes to prioritize attracting new clients, they will need to continue adapting their offerings based on current travel trends,” she said. “In addition to their emphasis on the active traveler and experiential offerings, the areas river cruise lines will need to focus on include sustainability, innovative ship designs and tech features. These innovations play a crucial role in enhancing the overall cruise experience. Marketing campaigns should also expand to represent a wider demographic of travelers.”
“Overall, I am feeling very optimistic about the future of the river cruising industry,” Sutton added, “and as a travel advisor, it is both exciting and humbling to be able to play a part in how the industry moves forward.
SPONSORED CONTENT
Avalon EnvisionAvalon Waterways Eyes the Future of River Cruising
With its growing fleet and array of new services, Avalon Waterways is uniquely positioned within the river cruise market, according to Pam Hoffee, president of Avalon Waterways.
“When Avalon Waterways entered the river cruise market two decades ago, traditional river cruise ships were tired and outdated, and so was the experience offered to guests,” she said. “Over the past 20 years, we’ve introduced the most innovative and modern fleet of ships, including our award-winning Suite Ship design that provides guests two full decks of Panorama Suites, Open-Air Balconies that open the entire room up and invite the outside in, as well as beds facing the views, for which river cruising is famous.”
Avalon continues to innovate with new investments and developments. Its newest ship, the Avalon Alegria, debuts in 2024 and will sail the Douro River. “We’ve been waiting for the perfect opportunity to add Portugal to our robust vacation portfolio and that day has finally arrived,” said Hoffee.
And that’s not all, Hoffee adds. “Outside of our Portugal debut, we’re catering to a great deal of trends we’re seeing, to help cruisers be choosers with Avalon,” Hoffee said. Indeed, the company has increased its Active and Discovery itineraries — which offer a variety of activities like kayaking and cooking classes — by 600% since the concept’s launch in 2017, bringing it to every major European waterway. The company has also offered a Storyteller Series of cruises since 2022, with a roster of hosts for 2024 that includes authors Graham McTavish, Jen Hatmaker and Diana Gabaldon. In addition, Avalon recognizes increased interest in solo travel by waiving the single supplement on a select number of rooms on every departure.
The travel agency community is a key part of Avalon’s strategy for success. “For travel advisors, river cruising with Avalon Waterways presents a lucrative opportunity, underscored by our Partner for Profit commitment,” Hoffee said. “Our legacy of innovation, 95 years strong, ensures high commissions, paid at the time of final payment — commission with a comma, as we like to say — because every expense contributes to advisor earnings. By leveraging our comprehensive support, simplified processes and extensive marketing tools, advisors can grow their businesses with confidence.”
Learn more about Avalon Waterway's offerings and commitment to innovation at their travel advisor portal.
A panorama suite in the Avalon Alegria
