This industry report points to a positive outlook for the river cruise segment. With new advisors entering
the travel market, and those already in the business, bullish about river cruise sales, there is plenty to
cheer about.
River cruising is a niche and luxury segment, and advisors, as well as cruise lines, need to keep that in
mind when planning itineraries. This has been even more important with the backdrop of the heatwaves
of 2022, which left many European rivers with low water. In such scenarios, suppliers need to provide
alternative routes, keeping in mind that those willing to spend on river cruises are here for the river expe-
rience, and not a land vacation.
One of the clearest messages coming out of the survey has been that in the river cruise segment, experience
helps bring in big dollars. Yet, with many advisors having either recently entered the market or set up their
solo outfits in the recent years, suppliers need to up their training programs. Advisors need to be made
aware of all that is on offer. They also need upskilling programs in social media and business building.
Consumer behavior is affected by many factors. Post-COVID, there has been a greater shift towards spend-
ing more time with family and/or choosing ships with fewer people on board, while still wanting a high
level of comfort. River cruising finds itself in the sweet spot, meeting all these requirements.
The next two years are likely to see an interesting change in river cruise clientele with advisors targeting
leisure groups, millennials and families as ideal river cruise vacationers. With the dollar strengthening
against the Euro, river cruising can also be more attractive to a new, younger clientele.
There are already some changes on the horizon. Newer ships are being built for shallower waters, in case
water levels drop. They’re also shorter, so they can get under bridges when water levels rise.
We hope this outlook speaks to cruise lines on behalf of the advisor community and influences the changes
advisors have asked for. The last two years have shown how much travelers need travel advisors in a
complicated and nuanced travel space. It’s their judgement and advice that the end client relies on. The
industry must work in tandem with the advisor community to better serve their mutual clients.
CONCLUSION
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